Course Title: Evaluate campaign effectiveness

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG5826C

Course Title: Evaluate campaign effectiveness

School: 650T Vocational Business Education

Campus: City Campus

Program: C6140 - Advanced Diploma of Business (Public Relations)

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

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


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

alain.grossbard@rmit.edu.au

99255522

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 covers the skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been achieved.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV605B Evaluate campaign effectiveness

Element:

1 Develop a campaign evaluation strategy

Performance Criteria:

1.1. Ensure the evaluation strategy defines standards and measurements  by which the effectiveness of the advertising can be measured and improvements identified

1.2. Establish a strategy which contains specific performance standards for each element of the advertising campaign  as well as the overall outcome

1.3. Ensure the strategy includes the evaluation of the legal and ethical standards  acceptable for the advertisement/s

1.4. Include processes in the strategy for correcting advertisement/s that do not meet legal and ethical standards

Element:

2 Implement campaign evaluation strategy

Performance Criteria:


2.1. Evaluate expenditure data to determine effectiveness of the campaign in relation to the budget

2.2. Evaluate the media program to determine performance against the media plan objectives

2.3. Evaluate the creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement

2.4. Evaluate the interactive effect of all the elements in the advertising campaign to determine the overall effectiveness of the advertising campaign

 

Element:

3 Utilise advertising effectiveness data

Performance Criteria:

3.1. Use the results of evaluations of advertising effectiveness in the analysis and planning phase for subsequent advertising

3.2. Use expenditure information to improve the budget planning process

3.3. Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy

3.4. Use media performance information to determine whether alternative media approaches would yield better results

3.5. Use differences between planned and actual accomplishments to define problems to be addressed in the next planning phase


Learning Outcomes



Details of Learning Activities

The first task of the three tasks will provide a set of real life case studies on complex public relations campaigns in which individual activities will look at the function, form and strategy appeals of different strategies of public relations campaigns and evaluation processes. Students will need to read case studies, discuss and respond to the questions asked from each case study. Each case study response will be handed in at the end of the class, then assessed and returned with an indication of how competent in resolving the issue(s).
The task is to prepare and produce a new campaign and a set of recommendations to the client for the required project, event or campaign. This activity may take place outside RMIT facilities. The business report will be present to the client covering strategies, creative, media, budgetary and evaluation recommendations. All team members to participate in the writing and completing the business report. Documentation to support the presentation and contact reports of student team meetings will be required.
The task is to pitch a new campaign and a set of recommendations to the client for the required project, event or campaign. This activity may take place outside RMIT facilities. The pitch or presentation will be presented to the client covering strategies, creative, media, budgetary and evaluation recommendations. All team members to participate in the writing and completing the business report. Documentation to support the presentation and contact reports of student team meetings will be required.


Teaching Schedule

Week 1- Week commencing 6 February

Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment – go through Blackboard shell
• Accuracy of enrolment
• Plagiarism – must have signed cover sheets on all assessments
• Appeals – take them through this process and where it is on website
• Extensions – take them through process (details on website.)
• Feedback – when they can contact you and expect a response.
• Submission requirements – how all work must be uploaded and how
• Resubmission policy – one resubmission, marked to a pass allowed
• Where to get support - Student study support details
• Student responsibilities – must check emails and bb shells weekly Hand out assessment overview in week - What students are going to do and when Information to inform course content and delivery
.
Week 2  Week commencing13 February

Advise working groups of Work Integrated Learning Projects – Project initiation
Complex PR Campaigns Case Study 1 Assessment 1 (Activity)
Week3 Week commencing 20 February PR Campaign case - Project scope & terms of reference
Week4  Week commencing 27 February Finding the best partnership model for the campaign and ways to be involved
Complex PR Campaigns Case Study 2 Assessment 1 (Activity)
Week 5  Week commencing 6 March Community Relations, consumer relations and relations with special public
Complex PR Campaigns - Case Study No. 3 Assessment 1 (Activity)
Week 6  Week commencing 13 March PR Campaign case - Project scope & terms of reference
Week 7  Week commencing 20 March Determine financial requirements for a Campaign - Project scope & terms of reference
Complex PR Campaigns - Case Study No. 4 Assessment 2 & 3
Mid Semester Break 25 March – 3 April inclusive
Week 8  Week commencing 27 March Major Assignment – self-directed 
Week 9  Week commencing 3 April Evaluating effectiveness of PR campaigns – need and review of evaluation
Week10a & Week 10b   Week commencing 10 April Major Assignment - self-directed 

Mid Semester break (13 April to 19 April inclusive)


Week11  Week commencing 24 April Evaluating effectiveness of PR campaigns
Case Study No.5 Assessment 1 (Activity)
Week12  Week commencing 1 May Ethical and Legal requirements of Evaluation Assessment 2
Week13  Week commencing 8 May PR Major Assignment due
Week14  Week commencing 15 May Presentation to Clients and feedback Assessment 3
Week15  Week commencing 22 May Presentation to Clients and feedback Assessment 3
Week16  Week commencing 29 May No classes - resubmissions only Reschedule resits/submission


Learning Resources

Prescribed Texts


References


Other Resources

Supportive resources will be provided throughout the semester on the Blackboard site


Overview of Assessment

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.


Assessment Tasks

This course is co-delivered and co-assessed with MKTG6049C develop and manage complex PR campaigns 

 

Assessment Task 1 - The first task will provide a set of real life case studies on complex public relations campaigns in which individual activities will look at the function, form and strategy appeals of different strategies of public relations campaigns and evaluation processes. Students will need to read case studies, discuss and respond to the questions asked from each case study. Each case study response will be handed in at the end of the class, then assessed and returned with an indication of how competent in resolving the issue(s). This will cover 30% of total assessment for this course.

Assessment Task 2 - The task is to prepare and produce a new campaign and a set of recommendations to the client for the required project, event or campaign. This activity may take place outside RMIT facilities. The business report will be present to the client covering strategies, creative, media, budgetary and evaluation recommendations. All team members to participate in the writing and completing the business report. Documentation to support the presentation and contact reports of student team meetings will be required. The grade for this assessment task is worth 50% of your overall grade in this course.

Assessment Task 3 - This task is to pitch a new campaign and a set of recommendations to the client for the required project, event or campaign. This activity may take place outside RMIT facilities. The pitch or presentation will be presented to the client covering strategies, creative, media, budgetary and evaluation recommendations. All team members to participate in the writing and completing the business report. Documentation to support the presentation and contact reports of student team meetings will be required. The grade for this assessment task is worth 20% of your overall grade in this course.

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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
• 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.

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: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Resubmissions
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
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: <check link is still current>
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

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:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – 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.

 


Assessment Matrix

Please see Teacher for mapping of assessments to unit of competency

Other Information

This unit is co-delivered and co-assessed with MKTG6049C Develop & Manage Complex PR Campigns

Course Overview: Access Course Overview