Course Title: Evaluate campaign effectiveness

Part A: Course Overview

Program: C6146 Advanced Diploma of Advertising

Course Title: Evaluate campaign effectiveness

Portfolio: BUS Portfolio Office

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.

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG7925C

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Internet

VE 2016,
Term1 2016

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

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



Course Description

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

It applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBADV605 Evaluate campaign effectiveness

Elements:

1 Develop a campaign evaluation strategy

2 Implement campaign evaluation strategy

3 Utilise advertising effectiveness data


Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been achieved.


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

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.

Performance Evidence

You must provide evidence of the ability to:

  • develop and implement an evaluation strategy for an advertising campaign, ensuring the campaign:
    - defines standards and measurements
    - adheres to legal and ethical standards
    - adheres to budget requirements
  • analyse evaluation data to develop and document recommendations for improvement in future campaigns.

Knowledge Evidence

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

  • describe organisational budget planning process
  • describe and explain techniques for evaluating advertising effectiveness and managing campaign contingencies
  • identify key provisions of relevant legislation, codes of practice and national standards affecting advertising
  • identify specifications in advertising, creative and media briefs.

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.