Course Title: Develop a media plan

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7928C

Course Title: Develop a media plan

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of Marketing and Communication

Course Contact: Sally Parrott

Course Contact Phone: +61 3 99255175

Course Contact Email: sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Gail Scowcroft

gail.scowcroft@rmit.edu.au

Nominal Hours: 60

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

 

This unit describes the performance outcomes, skills and knowledge required to confirm the requirements specified in a media plan, to conduct negotiations when buying media and to compare actual media performance against media plan objectives.

This unit is delivered using a blend of classroom based and self -instructed learning activities.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV507 Develop a media plan

Element:

1 Define media requirements

Performance Criteria:

1.1.            Identify the target audience characteristics from the advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences

1.2.            Analyse product market factors to determine the reach and frequency requirements of advertising media selected

1.3.            Analyse the creative requirements of the advertising message and determine the media implications

1.4.            Identify media merchandising requirements from the advertising brief

1.5. Confirm the media budget and identify legal and voluntary constraints

Element:

2 Select media vehicles

Performance Criteria:

2.1.            Weigh up the relative merits of identified media vehicle alternatives taking past media performance into account

2.2.            Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles

2.3.            Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget

2.4.            Select media vehicles that meet the creative, reach and frequency requirements of the advertising message to be achieved within the budget

2.5. Ensure selected media vehicles meet legal and ethical requirements

Element:

3 Determine media schedule

Performance Criteria:

3.1.            Ensure the duration and timing of the media schedule meet the requirements of the advertising brief

3.2.            Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief

3.3.            Create a media schedule to the satisfaction of the advertiser

3.4.            Develop alternative media schedules for the advertiser within the budget

3.5. Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained

Element:

4 Produce media plan

Performance Criteria:

4.1.            Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement

4.2.            Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan

4.3.            Ensure the media plan contains a budget allocation per medium per advertising period

4.4. Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan


Learning Outcomes


 

Demonstrate ability to:

plan, purchase and evaluate the performance of media used in communicating marketing objectives in at least one advertising campaign


Details of Learning Activities

This course is co delivered with BUSM 8740C Manage client account. A range of learning material will be provided.


Teaching Schedule

 Week 1Feb 6

Course introduction

Media outlook today

Student activity

Assessment overview

and due dates

 Week 2Feb 13

 Media Strategy

Setting objectives

Media software tools

 
 Week 3Feb 20

Understanding Consumers

Using research for insights-Roy Morgan Research

Briefing for all assessment tasks
 Week 4Feb 27

Bringing the strategy together

 

 
 Week 5Mar 6Media selection looking at Digital media 
 Week 6March 13

Media selection more on Digital media

Assessment task 1 due Sunday 
 Week 7March 20Media selection Using OOH & Cinema 
 Week 8March 27Media selection TV now 
 Week 9April 3Media selection looking at Radio & Print 
 Week 10 AApril 10

Finalise Assessment 2

Mid semester break EASTER

Thurs 13 -Wed 19

Mon, Tues & Wed  attendance only

 

 Week 10BApril 17

Finalise Assessment 2

Mid semester break EASTER

Thurs 13 -Wed 19

Thur & Friday attendance only

Assessment 2A due Sunday 

  Week 11April 24 Magazines and print 
  Week 12 May 1Finalising the media strategy and recommendations 
 Week 13May 8 Finalise media strategy recommendations Assessment 2B due Sunday  
 Week 14May 15 Media plan presentationAssessment 2B presentation
 Week 15May 22 Media plan presentationAssessment 2B presentation
 Week  16May 30Feedback and  and any final resubmissions 

 


Learning Resources

Prescribed Texts


References


Other Resources

Students are advised to subscribe to industry EDM's and to conduct further reading on relevant subject matter during the semester.


Overview of Assessment

 

To be deemed competent in this course you need to provide evidence of the following:

Performance Evidence

Evidence of the ability to:

  • produce a media plan for an advertisement which:
  • defines media requirements of an advertising brief
  • specifies rationales for media vehicles chosen
  • ensures media schedule meets requirements of the brief
  • contains budgetary allocation for each advertising medium
  • develop measures to assess effectiveness of media vehicles selected.

 

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • outline and explain data analysis and matching techniques
  • list organisational products and services offered
  • identify organisational budget and resource constraints
  • identify principles and characteristics of advertising media, types of media and advertising strategies
  • identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations 
  • identify and explain ethical principles relating to advertising industry
  • define terms for describing media audiences.


Assessment Tasks

There are 2 Assessment tasks for this course. The second Assessment is divided into 2 parts A & B as set out below.

ASSESSMENT TASK 1  COMMUNICATION AND TIMING PLAN REPORT

Date handed out: Week 3

Date and time due: Week 6 Sunday 11.59pm

Group or Individual: Individual

Purpose: Agreed timeframes and contact in writing are the basis of clear delivery of campaigns in advertising and are signed off by agency and client. In this assessment you will develop a plan of action for delivering the media plan in Assessment 2, which will include the method and timing of on going communication

Requirements: Students will develop a communication and project timing plan plan based on the brief provided. 

This report will be completed in the form of a contact report. A template will be provided. The report should not should not exceed 2000 words.

 

ASSESSMENT TASK 2A MEDIA STRATEGY DEVELOPMENT AND SUMMARY

Date handed out: Week 3

Date and time due: Week 10 Sunday 11.59pm

Group or Individual: Small groups                         

Purpose: The Media strategy is the cornerstone of any media campaign. It informs the direction of the campaign and how each media will be used to reach an agreed target audience and to deliver on the set objectives of the brief. This is the first section of Assessment 2.

Requirements: Students will develop a media strategy plan using insights based on a case study provided. A template will be provided for this assessment.

A template will be provided on BB. This strategy will form the basis of the media plan presentation in Assessment 2B.

 

ASSESSMENT TASK 2B -DEVELOPMENT & PRESENTATION OF MEDIA RECOMMENDATION

Date handed out: Week 3

Date and time due: Week 13 Sunday 11.59pm upload to Blackboard. (Presentations in Week14)

Group or Individual: Small groups                          

Purpose: A media plan is the end result of consumer research, media selection and negotiation and budget control. The media plan is signed off by the client and actioned by the media team. The account and creative teams are kept informed of development and briefed accordingly.

Requirements: In small groups, student will provide a presentation based on research and insights and the headings below. This is to be uploaded to blackboard by the above date. The actual presentations will be done in Week 14 according to a presentation schedule.

Students are required to prepare the media plan in the form of a presentation.

 


Assessment Matrix

Course Overview: Access Course Overview