Course Title: Conduct precampaign testing
Part B: Course Detail
Teaching Period: Term1 2015
Course Code: MKTG5813C
Course Title: Conduct precampaign testing
School: 650T Vocational Business Education
Campus: City Campus
Program: C4227 - Certificate IV in 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
Joe Matthews
email: joseph.matthews@rmit.edu.au
Nominal Hours: 50
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 applies to individuals in an entry level position in media planning, media buying, account management or advertising roles within an advertising team or media organisation. Individuals undertaking this unit conduct testing of advertising communications and based on the test results refine advertisements to ensure they meet marketing communication objectives.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBADV402B Conduct precampaign testing |
Element: |
1. Plan for pre campaign testing |
Performance Criteria: |
1.1. Apply valid and reliable measurement tools for testing aspects of the advertisement |
Element: |
2. Pilot the advertisement |
Performance Criteria: |
2.1. Test the advertisement in accordance with the time and financial requirements of the advertising brief and budgetary requirements |
Element: |
3. Utilise pre campaign test results |
Performance Criteria: |
3.1. Analyse test results for their impact on the advertising campaign |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to pilot an advertising campaign and to make adjustments that will maximise the effectiveness of the campaign.
Details of Learning Activities
A range of practical activities, case studies and class discussion as well as work relevant assessments will be applied in this course.
Teaching Schedule
| Week | w/c | Topic | Assessment |
| 1 | Feb 9 | Introduction to the course What do we want the advertising to do |
|
| 2 | Feb 16 | Business strategy and advertising objectives | |
| 3 | Feb 23 | Advertising Testing | |
| 4 | Mar 2 | Case Study - advertising effectiveness | |
| 5 | Mar 9 | Advertising Planning | |
| 6 | Mar 16 | Finalising Assessment 1 | Assessment 1 due |
| 7 | Mar 23 | Campaign Testing Guest Speaker (TBC) |
|
| 8 | Mar 30 | Pre-campaign testing methods, techniques and alternatives for evaluating effectiveness | |
| 9 | Apr 13 | Pre Skills practice Legal and regulatory |
|
| 10 | Apr 20 | Information collections and the advertising brief, report writing | |
| 11 | Apr 27 | Pre Campaign testing group workshop | |
| 12 | May 4 | Finalising assessment 2 | Assessment 2 due |
| 13 | May 11 | Legal and ethical considerations | |
| 14 | May 18 | Legal and ethical considerations | |
| 15 | May 25 | Assessment 3 In Class Test Assessment resubmission and feedback |
Assessment 3 MANDATORY CLASS |
| 16 | Jun 1 | Assessment Resubmission and feedback |
Learning Resources
Prescribed Texts
References
Other Resources
Overview of Assessment
Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.
Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. 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.
Assessment Tasks
Assessment Task 1: Case Study Report
• Students are required to prepare an advertising campaign effectiveness report consistent with the ‘Australian Effie Awards’ format using the campaign information provided (or selected by the student pending prior approval by the teacher).
• This is an individual task, worth 20% of the overall grade.
Assessment Task 2: Pre-campaign test ‘pilot’, report preparation and presentation
• Students are required to select an advertising campaign and conduct a pre-campaign test ‘pilot’, prepare a report (methods, test results and recommendations) and present their findings to the class
• This task is a ‘paired’ assessment task and worth 60% of the overall grade.
Assessment Task 3: Online test
• Students are required to sit a time-limited online test (conducted in-class during scheduled class time) regarding relevant advertising legislation and compliance
• This is an individual assessment task and worth 20% of the overall grade
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
Format:
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 sent by email will not be marked.
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: http://rmit.edu.au/browse;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.
Resubmission
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.
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.
Course Overview: Access Course Overview