Course Title: Execute an advertising campaign

Part B: Course Detail

Teaching Period: VE 2016

Course Code: MKTG7924C

Course Title: Execute an advertising campaign

School: 650T Vocational Business Education

Campus: City Campus

Program: C6146 - Advanced Diploma of Advertising

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

Joseph Matthews

joseph.matthews@rmit.edu.au

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 coordinate and monitor an advertising campaign, including developing an implementation strategy, negotiating media contracts and monitoring the campaign

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


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV604 Execute an advertising campaign

Element:

1 Develop an implementation strategy

Performance Criteria:

1 Develop an implementation strategy
1.1 Analyse creative brief and media plan, and determine factors affecting implementation of campaign
1.2 Ensure strategy outlines implementation tasks and timelines, and includes a contingency plan for dealing with omissions and errors

Element:

2 Negotiate media contracts

Performance Criteria:

2 Negotiate media contracts
2.1 Confirm media plan and budget for implementation with client
2.2 Negotiate advertisement positions and price with each media vehicle in accordance with client’s requirements
2.3 Negotiate and agree on contingency factors and solutions with media representative
2.4 Establish media contracts that meet legal and ethical requirements, and requirements of the advertising campaign brief and schedule

Element:

3 Monitor advertising campaign

Performance Criteria:

3 Monitor advertising campaign
3.1 Evaluate media performance against conditions of the contract, and identify and analyse any variations
3.2 Apply provisions of media guarantees and make adjustments to media schedules if necessary
3.3 Execute advertising campaign so it complies with the advertising schedule and budget and meets legal and ethical requirements

Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to coordinate and monitor an advertising campaign, including developing an implementation strategy, negotiating media contracts and monitoring the campaign.


Details of Learning Activities

Students will be assessed on their ability to analyse and interpret business requirements and the role of advertising to achieve them.

Students are encouraged to work with a real client (where possible) to discuss the communication challenges faced in the business environment including expetcations, limitations and legal & ethical considerations.

Students are required to develop an advertising campaign ‘brief’ (ideally with input from a real client) and write both a campaign execution strategy plan, as well as a detailed report on the effectiveness of the campaign against stated business and advertising objectives, and for each component of the campaign.

Students are required to present their work to the class for feedback prior to submission. These presentation are to be treated as if they are being presented to a real client.

There are three (3) Assessment Tasks for this co-delivered course. All three Assessment Tasks must be succesfully completed to pass the course.


Teaching Schedule

Week
Topics/Learning Outcomes Assessment Details (include due dates and when feedback will be provided)
1 Introduction to the course including:
• Course requirements and support documents/resources
• Course Blackboard access
• Accuracy of enrolment
• Assessment requirements/Cover Sheets
• Reminder re Plagiarism/Appeals
• Extensions/Resubmissions
• Feedback in this course
• Getting help
2 Writing a ‘Campaign Brief’ – Guest speaker (TBC)
3 The role of advertising in marketing communications
4 Industry skills and expectations- Guest speaker (TBC)
5 Business objectives and Advertising objectives Assessment Task 1 due
6 Campaign planning - Scope & Stakeholders
7 Campaign planning - Timing & Budgets
8 Campaign planning – Writing the Plan
9 Social responsibility, ethics and legal compliance
10 Campaign monitoring - Risks & Contingencies
11 Presentations
12 Workshop – Writing the Campaign Execution Plan Assessment Task 2 due
13 Measuring campaign effectiveness - metrics
14 Measuring campaign effectiveness - metrics
15 Presentations – Campaign effectiveness reporting
16 Workshop – Report writing and Assessment Task 3 due
17 Re-submissions (as required)


Learning Resources

Prescribed Texts


References


Other Resources


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 will be required to provide evidence of the ability to:

  • develop an advertising campaign implementation strategy
  • negotiate with media representatives to get price and positions for an advertising campaign
  • evaluate media performance against contractual obligations for an advertising campaign.

Knowledge Evidence

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

  • outline and explain principles of media pricing policies, guarantees and campaign contingencies
  • describe media vehicles and media options
  • outline organisational budget, product and/or services
  • explain principles of advertising, creative briefs and media plans
  • describe print, television, film and video production processes
  • explain ethical requirements of the advertising industry
  • identify and give an overview of key provisions of relevant legislation, codes of practice and national standards affecting advertising.

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 TASK 1
This task requires students to research a business and write an Advertising Campaign Brief.

This is an individual assessment task, worth 10% of the student’s total grade

ASSESSMENT TASK 2
This task requires students to prepare and present a comprehensive Advertising Campaign Execution Strategy Plan, based on the Advertising Campaign Brief sourced from Assessment Task 1.

This is a ‘paired’ or individual task, worth 60% of the student’s total grade.


ASSESSMENT TASK 3
This task requires students to prepare and present an Advertising Campaign Evaluatlion Report, based on the campaign from Assessment Task 2.

This is a ‘paired’ or indivdual assessment task, worth 30% of the student’s total grade.


Assessment Matrix

Course Overview: Access Course Overview