Course Title: Develop a media plan
Part B: Course Detail
Teaching Period: Term1 2020
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: Felicity Burns
Course Contact Phone: +61 3 99255486
Course Contact Email: felicity.burns@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 target audience characteristics from 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 reach and frequency requirements of advertising media selected 1.3 Analyse creative requirements of advertising message and determine media implications 1.4 Identify media merchandising requirements from the advertising brief 1.5 Confirm media budget and identify legal and voluntary |
Element: |
2 Select media vehicles |
Performance Criteria: |
2.1 Weigh up 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 creative, reach and frequency requirements of the advertising message to be achieved within budget 2.5 Ensure selected media vehicles meet legal and ethical requirements |
Element: |
3 Determine media schedule |
Performance Criteria: |
3.1 Ensure duration and timing of media schedule meet requirements of the advertising brief 3.2 Determine distribution of messages over duration of schedule to meet requirements of the advertising brief 3.3 Create a media schedule to satisfy advertiser 3.4 Develop alternative media schedules for advertiser within 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 media plan which defines media requirements of the advertising brief and provides evidence supporting each requirement 4.2 Specify recommended media and vehicle/s, and rationale for their selection in the media plan 4.3 Ensure media plan contains a budget allocation per medium per advertising period 4.4 Identify anticipated impact of 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 BUS8740C 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 may also be
provided to students to complete outside of timetabled time.
Teaching Schedule
Week No. |
Topic: |
Assessment tasks |
1 |
Course introduction: Details of the course Assessment information The face of media today-media outlook |
|
2 |
Media strategy /the legal and ethical framework Media research tools Looking at the legal environment Who’s who is advertising Roles and responsibilities of working in advertising |
|
3 |
Understanding consumers Using research to understand target Introduction to RMR Profiler How to write a media strategy |
Brief for case study for Assessment Task 2 the Media Strategy and Plan |
4 |
What is a consumer insight? Using Roy Morgan Research Asteroid: Bringing the strategy together /Media selection Print Update |
|
5 |
Managing the client’s account Defining a target audience-tools News Media update |
Assessment pit stop 1: Finalise research of the client and the task. What is the challenge? |
6 |
Setting Objectives Codes of practice and ethics RMR Using Consumer profiling: Quiz Media planning using Asteroid |
Preparation for Assessment 1 Knowledge Quiz in Week 7 |
7 |
Assessment 1 Knowledge Quiz: Media and account management
Reaching consumers Revisit Media selection Radio & TV Is anybody watching? |
Assessment Task 1 Knowledge Quiz, Media and Account Management
Assessment pit stop 2: Establish draft objectives for project brief: |
8 |
Reaching consumers : using social Media selection digital channels Who is using what? How to plan digital Using RMR media planner function |
|
9 |
Mon -Wed classes Mid semester break Thurs 9-Wed 15 April Easter Classes resume Thursday 16 April |
Any Quiz resubmission to be done this week |
9 |
Reaching consumers OOH & Cinema update Advanced Digital planning Identifying stakeholders
|
Assessment pit stop: Who is your target for project using research/Asteroid data and consumer insights |
10 |
Finalise consumer research and media selection for Assessment 2 Using research to determine best media selection |
|
11 |
Finalise media schedule for Assessment 2 Media scheduling advanced
Using RMR Media planner Establishing R & F measurement benchmarks |
|
12 |
Finalise all documents for Group Assessment |
Assessment Task 2 Media Strategy and Plan due |
13 |
Student teacher meetings Presentation development |
One on one assessment submission meetings |
14 |
Group Assessment presentations |
Assessment 2 Presentations |
15 |
Assessment 3 Prepare a brief for stakeholders What does the production department need to know? |
Assessment Task 3 Prepare a brief for stakeholders |
16 |
Meetings, catch up’s, discussions, resubmissions Ass only if required |
Written resubmissions only |
17 |
Meetings and Q & A’s only |
|
Learning Resources
Prescribed Texts
References
Other Resources
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
Assessment Tasks
There are three assessment tasks in this course:
ASSESSMENT TASK 1 KNOWLEDGE QUIZ, MEDIA AND ACCOUNT MANAGEMENT
Date and time due: Week 7: This is an individual assessment task.
Summary and purpose of assessment
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 and includes management of the account, measurement and
performance indicator tools and relevant legislation and regulation.
Assessment instructions
You will answer a series of questions designed to examine your knowledge of the above topics. This will be in the form
of short answers, fill in the blanks and matching.
What
This assessment is based on your learnings and class activities in weeks 1-6 inclusive.
Where
This is an individual assessment task and will be it will be done within the Canvas Learning system in Week 7.
How
You will be assessed as Satisfactory or Not Satisfactory based on the criteria in the competency guide found on
Canvas.It is closed book assessment – no notes or access to other sites is permitted.
ASSESSMENT TASK 2 MEDIA STRATEGY AND PLAN
Date and time due: This is a written assessment task and is due in week 12. It is a group task and is to be completed in
pairs. A presentation of your work will be done in week 14 & 15.
Summary and Purpose of Assessment
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, cost negotiation and budget control. The media plan is signed off
by the client and then put into action by the media team. The account and creative teams are kept informed of
development and briefed accordingly.
Assessment Instructions
You will work in pairs to develop a media strategy plan using research to determine consumer insights based on a case
study provided to provide:
· A written document including a media schedule
· A presentation of the above
What
The client brief will be delivered in Week 3 by a Media Agency using a current client brief. This will be
done in class time. All students must attend this briefing in order to complete the task with full information. You will be
working with one other student to complete this assessment task.
Where
You will be provided some class time to work on this assessment, however, it is expected that the majority of this
assessment will be completed outside of classes.
How.
You will be assessed as Satisfactory or Not Satisfactory against the criteria listed in the marking guide on Canvas for
this task. To achieve a satisfactory result, you will need to address all of the criteria satisfactorily.
ASSESSMENT TASK 3
Date and time due: Week 15: This is an individual written task.
Summary and Purpose of Assessment
Once a costed media campaign has been approved by a client, all of the stakeholders involved in the campaign must be notified comprehensively. The account and media teams are responsible for ensuring that this is completed so that the campaign can launch and be aired on time and with appropriate creative communication.
Assessment Instructions
For this assessment task you will prepare a brief to a stakeholder that is involved in your project for Assessment task 2.
The stakeholder brief will be directed to the production manager and each student (group) member will select a different media element from the media plan submitted in Assessment 2. The brief will cover all aspects of what is required to actually produce the advertising material for the campaign.
What
The basis of this assessment is the media recommendation in your second assessment task. You will complete a brief to the production manager/team on what is required based on an approved media selection. This is to be approved by your tutor prior to completion.
Guidelines on what is to be included will be covered in learning material in weeks 9 & 15.
Where
You will be provided some class time to work on this assessment, however, it is expected that this assessment will be completed outside of classes.
How
You will be assessed against the criteria listed in the marking guide on Canvas for this task. To achieve a satisfactory result, you will need to address the criteria satisfactorily.
Assessment Matrix
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
Failure to submit by the due date without one of the above will result in a DNS
Resubmissions:
If you are found to be unsuccessful in a particular Course Assessment Task 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.
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:
Marking Guide (Competency):
Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:
Satisfactory
Not Satisfactory
DNS (Did not Submit)
There are three assessments for this course, students must be deemed Satisfactory in 3 assessments to be competent in this course. You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
Course grades will be given as:
CA (Competency Achieved)
NYC (Not Yet Competent)
DNS (Did not submit)
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Course Overview: Access Course Overview