Course Title: Mine data to identify industry directions

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: MKTG7984C

Course Title: Mine data to identify industry directions

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of Marketing and Communication

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Sally.parrrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Nominal Hours: 70

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 skills and knowledge required to select data sources and apply analysis tools to identify trends in data that inform industry directions for a product, brand or organisation.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG528 Mine data to identify industry directions

Element:

1. Determine purpose of data mining

Performance Criteria:

1.1 Identify and review relevant client or organisational requirements for data mining 1.2 Confirm potential uses of data mining outcomes and recommendations 1.3 Recognise privacy and other requirements within current legislation, regulation and organisational policy that impact on data mining activities

Element:

2. Identify data sources

Performance Criteria:

2.1 Identify available data sources from public, client and organisation systems 2.2 Negotiate access rights and intellectual property release for relevant data sources 2.3 Rank and prioritise data sources for validity, reliability and completion rates

Element:

3. Apply data mining techniques

Performance Criteria:

3.1 Select appropriate tools and techniques suitable for the type and expected degree of complexity in data analysis 3.2 Classify data according to relevant factors including type, content, relationships, location, demographics and maturity 3.3 Analyse data to identify patterns, clusters and relationships 3.4 Use suitable graphical tools to visualise aggregated data

Element:

4. Report and recommend on findings

Performance Criteria:

4.1 Assess results of data mining against requirements in order to draw relevant insights 4.2 Weight insights for reliability and validity 4.3 Report data mining process and outcomes in suitable format to support the organisation's knowledge base 4.4 Document lessons learned during the processes for future use


Learning Outcomes


Students will learn the skills and knowledge to ensure they can undertake data mining to support plans and strategy development in an integrated marketing environment.


Details of Learning Activities

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met. Students will be provided with feedback throughout the course to check their progress.


Teaching Schedule

 Please note: Dates are subject to change due to industry engagement with this course


Week         

   Week Commencing

  Topic                                                                          

Assessment /Comment           

 1

 3/7/17

Course Induction
• Course delivery details
• Assessment details and Assessment Task & Feedback Guide (including: Grading, Plagiarism, Appeals, Extensions, Feedback, Submission requirements, Resubmission policy, Course support documents, Online learning environment, Where to get support - Student study support)

Embracing the new media landscape & consumer mindset

  • Overview of course
  • What is IMC?
  • The industry shift—integration and convergence
  • Consumer attitudes
  • Advertising from a marketing communications perspective
  • Client briefing dates

 

 2

10/7/17

IMC Planning

  • IMC Planning
  • Evaluating a marketing communication brief
  • Preparing questions and research for project work
  • Analysing and understanding the client brief
  • Key areas of the IMC plan

 

 

3

17/7/17

Understanding the company & its consumer/customer
• Developing a research plan for the IMC plan and data mining
• The situation analysis (market position)
• The company analysis
• The consumer analysis
• Product usage
• Understanding the customer journey and pathway to purchase

 

Client Briefing Session – Attendance compulsory

 

4

24/7/17

Mapping out the situation
• Market analysis
• Product and brand analysis
• Competitive analysis
• Pursuing brand equity
• Defining problems and identifying opportunities
• Setting and testing objectives (marketing, communication and media)

 

 

5

 31/7/17

Building a marketing strategy

·        Marketing vs communication strategy

·        Managing and protecting brand equity

·        Positioning the message and a product or service

·        Marketing Mix

 

6

 7/8/17

Planning the communication strategy and campaign concept

  • Communication objectives
  • Setting the creative space
  • Brainstorming and big idea generation

 *Guest Speaker 1 – Comms Strategy

 

7

 14/8/17

Planning the media strategy and tactics

  • Message vs media approach
  • Developing the integrated marketing mix
  • Media decisions and the campaign process
  • Basic media decisions (objectives, strategy, tactics)

 

8

 21/8/17

 Finalising the media plan

•       Implementing the media plan into the IMC plan

•       Preparing to write creative brief and ideas for story board

 

Mid-semester break  (28th August – 3rd September)

Assign 1 – IMC Plan Due

 9

 4/9/17

 Creative Brief Writing (Workshop 1)

  • Converting the client brief into the creative brief
  • Developing a creative brief
  • Overview of story board creation

 

 10

 

 

11/9/17

 

 Story Board Writing (Workshop 2)

  • Finalising a story board for video presentation

*Feedback from Assignment 1 – IMC Plan

 

 

Assign 2 – Creative Brief & Story Board Due

 

11

 

18/9/17

 

Developing ‘The Video’
• Selecting the best story board, bringing it all together

 

12

25/9/17

Finalising ‘The Video’ and client presentation


•Technical editing and amending workshop

 

 13

 2/10/17

 

Video presentations

*Scheduled during class time, check Blackboard for presentation time

Assign 3 – Video Presentations Due

*Compulsory attendance for presentation

 14

 9/10/17

Feedback & evaluating the effectiveness of communications

*Video presentation finalists announced


• Evaluation as a strategic concern
• Measuring effectiveness argument for and against
• Methodology and practices of measurement
• Measuring and evaluating digital, social and unique marketing communication tactics

- Legislations impacting the media industry

 

 15

 16/10/17

 

Client presentations – no scheduled classes

 *Finalist team presentations

 

16

 

 23/10/17

No classes - resubmissions only

 

 


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

 

In order to achieve competency in this unit, you must provide:

 

Performance Evidence

Evidence of the ability to:

  • determine data mining requirements from client and organisational sources
  • negotiate intellectual property rights release
  • apply current industry tools and techniques to a current customer data set to identify patterns and cluster trends
  • prepare graphical representation of data patterns
  • make recommendations based on an analysis of data mining results.

Knowledge Evidence

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

  • list the various uses of data mining in the context of marketing communications
  • identify privacy and other relevant legislation related to public and private data
  • explain the terms 'data validity', 'reliability' and 'completion'
  • compare the characteristics of public, client and organisational data sets
  • identify and list the uses of current industry tools and techniques used in data mining.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

  • relevant legislation and regulations
  • communications equipment and technology
  • relevant workplace documentation and resources
  • case studies or, where possible, real situations
  • industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

Assessment Overview

 This course is co delivered and co assessed with MKTG7926C Design and Develop an integrated marketing communication plan

Assessment Task 1 – IMC Plan, 2500 words – Group Assessment (Industry Based Project): Due Week 8

Requirements:

This is an industry based project; therefore deadlines are designed around the client briefing session and availability of the client (all project work must be completed on time and all group members present at the briefing session). You will be assessed on your understanding of the brief.

Working in small groups you are required to develop an IMC (Integrated Marketing and Communication) Plan for a real client. This plan will require your group to demonstrate and determine the appropriate marketing communication requirements based on a client briefing session—covering all components of integrated marketing communications. In your group, you are required to develop and design an integrated marketing communication strategy, evaluate and research the brand’s identity and product, identify the target market and consumer behaviour, provide a market analysis, plan appropriate media and communication channels for a potential campaign, evaluate marketing and communication objectives, and develop timelines and budgets.

You are required to construct a fully referenced strategic integrated marketing communication plan that responds to the communications brief. The plan must be developed using report format covering all areas of the criteria and uploaded to Blackboard as either a PDF or Word file.

*A guideline for key areas to be researched and included in the IMC Plan will be provided on Blackboard.

 

Assessment Task 2 – Creative Brief & Storyboard, Individual Assessment (Industry Based Project): Due Week 10

Requirements:

Part A: Creative Brief

You are required to develop a Creative Brief based on the marketing and communication objectives and research from Assignment 1 (IMC Plan). The Creative Brief ensures the understanding of the client brief and addresses the creative plan for a prospective advertising campaign.

Part B: Storyboard

In addition to the creative brief, you are to create a storyboard based on the client brief for a video presentation (Assignment 3).

*There will be workshops in class to support with the development of the assessments tasks above.

 

Assessment Task 3 – Video Presentation & Pit Stop Minutes, Group Assessment (Industry Based Project): Due Weeks' 13 & 15

Requirements:

Part A:

In your group, you are required to develop a video and present this drawing on your group’s project work from Assessment 1 and 2. The video is based on the client brief and planned communications. All groups’ are to consider the most effective ways to present and communicate their work using suitable visuals, sound, layout and design elements.

Presentations of each video will run for 15 mins, allowing any additional question time. The schedules for team presentations will be posted on Blackboard in Week 12.

Part B:

Pit Stop Minutes

 

*Further details for all assessment can be found on Blackboard under each Assessment Folder.

 


Assessment Matrix

Course Overview: Access Course Overview