Course Title: Originate and develop concepts

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: BUSM7939C

Course Title: Originate and develop concepts

School: 650T Vocational Business Education

Campus: City Campus

Program: C6155 - Advanced Diploma of Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Contact: Felicity Burns
Ph: + 61 3 9925 5175

Consultation outside scheduled class time by appointment only. Please email using your student email account requesting an appointment, providing your mobile number.

Nominal Hours: 30

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


Course Description

This unit describes the skills and knowledge required to originate and develop concepts for products, programs, processes or services to an operational level.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBCRT501 Originate and develop concepts


1 Evaluate and explore needs and opportunities

Performance Criteria:

1.1 Research and evaluate existing information that informs new concept development 1.2 Where appropriate, identify and use gaps in current range of products, programs, processes or services as the catalyst for generating new ideas or concepts 1.3 Expand the potential of new ideas through exploration of opportunities beyond the obvious 1.4 Identify factors that could have an impact on ideas or concepts to be developed, including potential for commercialisation 1.5 Determine whether other players are filling identified gaps or investigating similar opportunities 1.6 Develop preliminary ideas on innovative and different ways to address needs and opportunities 1.7 In consultation with relevant stakeholders, agree on broad parameters for developing ideas and concepts to meet market requirements


2 Develop a range of creative approaches

Performance Criteria:

2.1 Use a range of creative thinking techniques to generate innovative and creative concepts to address identified needs 2.2 Challenge, test and experiment with different concepts and ideas as part of a collaborative process 2.3 Evaluate concepts in terms of their suitability for the target audience or purpose, their feasibility and their commercial potential 2.4 Take account of social, ethical and environmental issues as concepts and ideas are generated and discussed 2.5 Identify resources required to achieve desired creative and innovative outcomes 2.6 Evaluate the effectiveness of different strategies for achieving desired outcomes 2.7 Select concepts or approaches that achieve required outcomes in an innovative and feasible way 2.8 Present proposed concepts or approaches in an appropriate format


3 Refine concepts

Performance Criteria:

3.1 Ensure concept development process is open to ongoing refinement and testing 3.2 Seek input and feedback on concepts from relevant stakeholders 3.3 Seek specialist advice on creative and technical aspects of proposals as required 3.4 Compare concepts with best practice examples of similar products, programs, processes or services 3.5 Use a range of creative and practical criteria to determine the advantages and disadvantages of different concepts 3.6 Evaluate constraints on the realisation of concepts or ideas 3.7 Refine proposals based on analysis and feedback


4 Develop concepts to an operational level

Performance Criteria:

4.1 Use refined concepts as the basis for developing detailed implementation specifications 4.2 Present specifications to relevant parties for approval, funding or endorsement 4.3 Reflect on methodology used to generate concepts and ideas and note ways of improving this in the future

Learning Outcomes

Students will have the skills to develop concepts for any business or community activity or process, such as marketing and advertising campaigns, staff development programs, information technology and communication systems, radio and television programs, entertainment events, films, exhibitions and digital media products. Individuals operate with a high degree of autonomy, but collaborate with others to generate ideas and refine concepts to the point where they can be implemented.

Details of Learning Activities

Students will participate in a range of activities designed to enhance learning. A combination of face to face teacher/student and self discovery deliveries and a real world work placement project. Other activities outside of the timetable will be allocated throughout the semester.

Teaching Schedule

 This course is co-delivered and co-assessed with MKTG 7922C Develop an Advertising Campaign & MKTG 7925C Evaluate Campaign Effectiveness


   Week Commencing


Assessment /Comment           



Course Induction
• Course delivery details and expectations
• 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)

·        Grey Agency project work overview and client briefing preparation

·        Planning group work and organising agency teams

·        Ad campaign planning/ steps in creating an ad campaign

·        Behind the scenes of an ad campaign

·        Google Apps

·        Pit Stop meeting overview

*Assignment 1 Overview





Live briefing session from Grey Ad Agency

  • Planning an ad campaign and project management
  • Preparing questions for the agency/client
  • Analysing and understanding the client brief
  • Key areas of an ad plan


Agency presentation:

Compulsory Attendance




Getting Started: Understanding the company, the brand & target audience
• Developing an ad plan
• The situation analysis (market position)
• The company, product and brand analysis (perceptual map)
• The consumer analysis (consumer insight)
• Product usage
• Understanding the customer journey and pathway to purchase

 Pit Stop – Group Meeting 1




Mapping campaign objectives
• Defining problems and identifying opportunities
• Setting objectives (marketing and communication)


 Pit Stop – Group Meeting 2



Workshop 1: Building your campaign strategy

  • Creating your marketing and communication strategy
  • Positioning the message and product/service
  • Planning media channels


 *Industry guest speaker  for strategic planning

Pit Stop – Group Meeting 3



Workshop 2: Planning the campaign concept

  • Setting the creative space
  • Preparing your SMP
  • Brainstorming and Big Idea generation
  • Creative messages, creative storytelling and persuasive copy


 Pit Stop – Group Meeting 4




Workshop 3: Executing the campaign concept

  • Preparing the creative brief
  • Production planning for creative work
  • Creative mock-ups

  *Industry guest speaker  for art direction

Pit Stop – Group Meeting 5




·        Implementing the production plan into the ad plan

·        Finalising timelines, budget and campaign costs


 *Overview of Assignment 2

Assignment 1 – Ad Plan Due (Group Project)




Planning your presentation

  • Preparing your Big Idea and agency pitch






Easter Break: 13 – 19 April

Finalising presentations

Feedback from Assignment 1 – Ad Plans

(Easter break - 13th April until 19th April)


*Overview of Assignment 3








Agency Presentations

(Check schedules on Blackboard)

Assignment 2   - Presentations Due




Agency Presentations (Grey)

* Feedback from client and evaluating campaign effectiveness






Evaluating the effectiveness of the campaign

• 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








Self-directed class work (no class in class room) – preparation of final assessment













No classes – preparation of final assessment


Assignment 3 – Campaign Evaluation Report Due





No classes – all resubmissions due this week






Learning Resources

Prescribed Texts


• Arens, Weigold, & Arens, 2008, Contemporary Advertising, 25th Edition, McGraw-Hill Publishing, USA
• Belch and Belch, Advertising and Promotion, 6th edition, McGraw-Hill Publishing.
• Belch, Belch, Kerr, Powell., 2012, Advertising: An Integrated Marketing Communication Perspective, McGraw Hill, AUS
• Drewniany, B.L. & Jewler, A.J., 2014, Creative Strategy in Advertising, 11th Edition, International Edition, Wadsworth Cengage Learning
• Rossiter, J.R., & Bellman, S., 2005, Marketing Communications Theory and Applications, Pearson Prentice Hall
• Sayre, S 2005, Campaign Planner for Integrated Brand Communications, 3rd Edition, Thomson South-Western
• Shaw, M 2012, Copywriting. Successful Writing for Design, Advertising and Marketing, 2nd Edition, Laurence King Publishing
• Sissors & Baaron, Advertising Media Planning, Sixth Edition, McGraw Hill Publishing
• Wells, Spence-stone, Moriarty, Burnett, Advertising, Principles and Practice, Australasian Edition, Pearson Education • Internet – publisher and media supplier websites
• Software and Databases – Roy Morgan Asteroid, GNPD / Euromonitor, IbisWorld, Factiva and other industry related software and databases.

Other Resources

Please see recommended readings in the Resources folder on Blackboard.

Overview of Assessment



Performance Evidence

Evidence of the ability to:

  • generate concepts and ideas that provide innovative solutions to identified issues
  • evaluate and test concepts and ideas
  • present ideas and information to others and reflect on responses
  • develop at least two concepts, substantiated and supported with sufficient information to allow implementation to occur.


Knowledge Evidence

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

  • describe the broad context in which concepts are being developed
  • outline cultural, social and environmental issues and impacts to be considered in developing new concepts
  • identify issues and requirements to commercialise the concept
  • outline practical and operational issues to be considered in a specific work or community context
  • describe the range of broad practical and operational issues that determine whether a concept can be implemented
  • identify techniques for generating creative ideas and solutions, and for translating these ideas into workable concepts.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the creativity and innovation – critical thinking field of work and include access to:

  • a full range of background information required to evaluate the operational factors that will affect the implementation of concepts
  • opportunities to collaborate with others throughout the concept development process.

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 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 – Advertising Campaign Plan (30%), 2000 words – Group Assessment (Industry Based Project)


An ad plan is part of the key planning stages to achieve a company’s corporate objectives for an ad campaign. The ad plan highlights the campaign strategy, media, production and creative strategy used for a particular campaign. The purpose of this task is for students to implement these key areas and create their own ad campaign working on a live agency brief.  Students are to use integrated marketing communication strategies for a potential campaign and promotions in the Australian market.


This is an industry based project working with a Melbourne based creative agency; therefore deadlines are designed around the client briefing session and availability of the agency. All project work must be completed on time and all group members must be present at the client briefing session and for all Pit Stop meetings over the Weeks’ 3 to 7. You will be assessed on your understanding of the client brief, your campaign idea and approach, your attendance at Pit Stop meetings and client pitch. This project provides students with the opportunity to work on a live brief with an award winning global advertising agency.

Working in small agency teams you are required to develop a realistic and achievable Ad Plan. This plan will require your agency team to demonstrate and determine the most appropriate marketing communication strategies and campaign idea based on the client briefing session.    

The plan is to be developed using report format covering all areas of the criteria and uploaded to Blackboard as either a PDF or Word file.

*A guideline/template for key areas to be included in the Ad Plan will be provided on Blackboard.

Details of Assessment:

  • Present an Ad Plan in report format (2000 words, not including appendices or reference list).
  • You can use a variety of supporting evidence and research methods to support your strategies, including primary and secondary research.
  • The Ad Plan is to be electronically submitted via Blackboard in either a Word or PDF file.
  • Pit Stop minutes are to be collected and signed over Weeks’ 3 to 7

Due Date:  Week 8



Assessment Task 2 – Pitch and Presentation of Campaign (30%), Group Assessment (Industry Based Project)


In your group, you are required to develop a presentation with accompanying visual aids (electronic and printed materials), drawing on your group’s campaign idea. This is the presentation and pitch of your team’s campaign strategies and Big Idea for a prospective advertising campaign. All groups’ are to consider the most effective and professional way to present their ideas using suitable visuals, mock-ups of creative ideas, video integration and design elements.

The presentations must cover the key areas on the criteria sheet provided. Presentations will run for 10 minutes, allowing for an additional 5 minutes of question time. The schedules for team presentations will be posted on Blackboard in Week 10. All group members are to present to receive a pass in this assessment task.

All finalist teams will pitch their new campaign to Grey Advertising based on the client’s brief.

*Further details of assessment can be found on Blackboard in the Assessment Folder.

Due date: Group scheduled presentation times during Week 11

Duration: 10 minutes



Assessment Task 3 – Campaign Evaluation Report and Pit Stop Minutes (40%), 1500 words, Individual Assessment (Industry Based Project)


Part A – Campaign Evaluation Report (30%)

From your group’s proposed campaign in Assignment 1 and 2, you are to individually prepare a campaign evaluation report based around the evaluation strategy for: campaign timelines, measurement tactics for media used, meeting legal and ethical standards, campaign costs and overall effectiveness of the campaign idea.

Due to time restrictions, the campaign cannot be pre-tested but it can be evaluated and reflections can be made based on the feedback given from Assignment 2. Part of preparing and implementing an effective ad campaign is through pre-testing ideas, conducting market research and surveys, applying measurement tactics and negotiating regularly with the client. An effective ad campaign will successfully reach the intended target audience in the most cost effective way and persuade them to take some form of specific action. In this assessment task you are to evaluate whether or not your group has effectively achieved the key areas listed in the criteria (for Assignment 1 and 2), make further recommendations for improvements and provide a summary of the measurement tactics to be used for the selected media channels (integrated in your group’s ad campaign).

*A guideline of key areas to cover in this report will be provided.


Length:  1500 Words

Part B – Pit Stop Minutes (10%)

This is a compilation of the minutes taken at your team’s Pit Stop meetings held from Weeks’ 3 to 7. Please scan the copies of your paperwork and compile into one PDF document. There will be an individual deduction of 2% off the final grade (per meeting) if you are absent from a Pit Stop meeting.  

Details of Assessment:

The campaign evaluation report and Pit Stop minutes are to be submitted and uploaded electronically to Blackboard in either a PDF or Word file.

Due: Week 15


More detailed assessment sheets and resources for each assessment task will be disseminated throughout course delivery.

Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher

Other Information

Submission Requirements:

Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.

Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

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. Cover sheets for submission of work is available from the Student forms website.

It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by Week 16.


Course Overview: Access Course Overview