Course Title: Develop a media plan

Part B: Course Detail

Teaching Period: Term1 2018

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: Julia Makin

Course Contact Phone: +61 3 99255175

Course Contact Email: Julia.makin@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 clustered (co-delivered and co assessed) with BUSM8740C Manage client account.This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.


Teaching Schedule

This course is clustered (co-delivered and co assessed with BUSM8740C Manage client account). The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

 Week 1 

Course introduction: Details of the course

Assessment information

The face of media today-media outlook

Who’s who is advertising

Roles and responsibilities of working in advertising

Assessment overview

and due dates

 Week 2 

Media strategy & consumer insights

What is a consumer insight?

Using insights to develop the strategy

Media research tools

Looking at the legal environment

 
 Week 3 

Understanding consumers

Using research to understand target

Introduction to RMR Profiler

Briefing for all assessment tasks in week 3 in class time
 Week 4 

Bringing the strategy together

Setting objectives

Using Roy Morgan Research Asteroid

Bringing the strategy together Media selection:Magazines

 
 Week 5 

Bringing the strategy together Media selection: News Media

Using Roy Morgan Research Asteroid

Labour day Public Holiday March

Assessment 2 pit stop:  Finalise research of the client and the task   
 Week 6 

 Assessment 1 knowledge quiz Strategy 

Assessment Task 1 Quiz 
 Week 7 

Reaching consumers

Media selection Radio & TV

Refresh: media scheduling

Assessment  2 pit stop: establish objectives for project brief  
 Week 8a 

Reaching consumers

Media selection digital

Mon-Wednesday classes 
   Mid semester break Thursday 29/3-Wednesday 5/4

 Easter

No attendance required

 Week 8b 

Classes Thur -Fri

Reaching consumers

Media selection digital  

Thursday -Friday classes only

 Week 9 

Reaching consumers

OOH & Cinema  

  Assessment  2 pitstop: Finalise core target for project using Asteroid data and consumer insights

 

 Week 10 

Finalise research and media selection and schedule for Assessment 2

 

  Week 11 

Finalise research and media selection for Assessment 2

Anzac Day public holiday April 25th

Assessment 2a Media strategy  and recommendation due
  Week 12 Group Assessment Work

Assessment presentation preparation

 

 Week 13   Group Assessment Presentation  Assessment presentation
 Week 14   Group Assessment Presentation  Assessment presentation
 Week 15  Feedback and any resubmissions 
 Week  16 Feedback and any final resubmissions 


Learning Resources

Prescribed Texts


References


Other Resources

All learning materials will be provided by RMIT.


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

ASSESSMENT TASK 1  Knowledge Quiz

Date and time due: Week 6 in class time

Group or Individual: Individual

Purpose: This task is designed to examine your understanding of the key elements that lead to the development of a media strategy and ultimately a media recommendation.

Requirements: You will answer a serious of question designed to examine your knowledge of the steps and elements of a strategy leading to media strategy and recommendation including understanding a target audience, setting objectives and use of research tools to answer a brief. 

 

ASSESSMENT TASK 2A Media Strategy and Recommendation

Date handed out: Week 3

Date and time due: Week 11 Friday 11.59pm

Group or Individual: Pairs                         

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. A media plan is the end result of consumer research, media selection, 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. This is the first section of Assessment 2. This strategy document will form the basis of the media plan presentation in Assessment 2B.

Requirements: You will develop a media strategy plan using research to determine consumer insights based on a case study provided. You will develop each section of the strategy plan weekly and upload progressively to Canvas according to a given timetable. The detail of pitstop completion is provided on Canvas. The headings and detail required for this task will be provided. Tips on how to complete the strategy will also be provided

 

ASSESSMENT TASK 2B - Presentation of Media Strategy & Recommendation

Date handed out: Week 3

Date and time due: Week 12 Upload to Canvas prior to Presentations in Week 13 &14

Group or Individual: Pairs                          

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. A media plan is the end result of consumer research, media selection and negotiation and budget control. Before the media plan can be signed off by the client and actioned by the media team, it is presented to the client. Presentation of the strategy and recommendation is a key element of all strategic work

Requirements:

You will provide a presentation of your media strategy and upload this to Canvas before presentation. The actual presentations will be done in Week 13 &14 according to a presentation schedule

 


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements   You should:

  • Ensure that you submit assessments on or before the due date.  
  • Always retain a copy of your assessment tasks. (hard copy and soft copy)
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

Other Information

Late Submission Procedures    You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.  If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.   More Information:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   Where an extension of greater than seven days is needed, you must apply for Special Consideration.  Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.   More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   Adjustments to Assessment    In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   Marking Guide (Competency):    You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.   You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.    Marking Guide (Grading)    After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:    Final Grades table:   CHD Competent with High Distinction CDI Competent with Distinction CC Competent with Credit CAG Competency Achieved – Graded CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the grading criteria will be provided by your teacher.

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