Course Title: Schedule advertisements

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5817C

Course Title: Schedule advertisements

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

Casual Academic: Liz Eades
Email: liz.eades@rmit.edu.au
Telephone: no contact phone number, please email

Nominal Hours: 40

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 who schedule advertisements.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV404B Schedule advertisements

Element:

1.Confirm advertising and media requirements

Performance Criteria:

1.1.Confirm the availability of the completed advertisement
1.2.Identify and confirm the chosen media and media vehicle/s from the media plan
1.3.Confirm the timing for public release of the advertisement
1.4.Confirm the budget allocation per medium per advertising period

Element:

3.Book advertising time/space and lodge advertisements

Performance Criteria:

3.1. Follow booking procedures in accordance with organisational policy and practice using appropriate technology
3.2. Lodge advertisements to meet the deadline requirements of the media vehicle/s in accordance with organisational procedures
3.3. Suggest changes or improvements to organisational scheduling procedures to supervisors or managers
 

Element:

2.Prepare and cost the media schedule

Performance Criteria:

2.1. Confirm that the duration and timing of the media schedule meet the requirements of the media plan
2.2. Ensure the distribution of messages over the duration of the schedule meets the requirements of the media plan
2.3. Identify in the media schedule the number, size/length and placement/timing of advertisements in accordance with the media plan
2.4. Negotiate costs with media vehicles, report any variations from the budget in costs per medium per advertising period, and gain approvals to proceed
2.5. Negotiate and gain approvals for changes from supervisors/account managers to the schedule required by unforeseen problems with media vehicle/s in accordance with organisational policies and procedures
2.6. Cost overall media schedule to meet budgetary requirements
 


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to prepare and cost media schedules, to book advertising time/space and to lodge advertisements.


Details of Learning Activities

This course is structured to provide students with the optimum learning experience.
Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student delivery, tutorials and exercises.
Additional learning activities will also be provided to students to complete outside of scheduled class time in order to prove competency.
The concepts learned will be explored through the investigation of real world (agency brief) and simulated environments.


Teaching Schedule

This course, MKTG5817C Schedule Advertisements is delivered and assessed in conjunction with MKTG5818C Buy & Monitor Media

 Weekly Schedule

The schedule below is subject to change without notice. It is the students’ responsibility to be aware of any changes to due dates or material delivery. Should any changes be required, these changes will be communicated via Blackboard, student email, or during the scheduled class time.

WEEK
TOPIC
ASSESSMENT
1Course Induction
Overview of an Advertising Industry
 
2Buying and Negotiating Media
• Media Process
• Evaluating Media Performance
• Negotiating overview
 

Assessment 2
Form teams for Group Assessment and
Group Assessment discussed and made
available on Blackboard for review
 

3Newspaper
• Strengths, Weaknesses, Readership, Ad Sizes
• Media Calculation
• Negotiating newspaper
• Online resources regarding newspaper
• Introduction to the Media Scheduling
• Introduction to Consumer Profiling for Media (using online profiling tools)
 
Assessment 2
Teams commence working on Assessment 2

 

4Magazine
• Strengths, Weaknesses, Readership, Circulation, Ad Sizes
• Media Calculation
• Negotiating Magazine
• Comparing Magazine and Newspapers
• Online resources for magazine
• Costing Magazine
• Media Schedule
 
Discussion regarding Assessment 1 - Individual Quiz
Assessment 2 - team work on assessment 2


 

5 Public Holiday – Monday 9th March
Self Paced Learning Activity – Refer to Blackboard for instructions
 
6 Television
• Strengths, Weaknesses, Ad lengths, Ratings
• Media Calculation
• Negotiating Television buys
• Online resources for Television
• Media Schedule
 Assessment 1 – Individual Portfolio
Online Quiz 1
Covers Newspaper, Magazine and Legal requirements
applicable to the advertising industry.
Feedback provided instantly online

Team work on assessment 2

 

7 Radio
• Strengths, Weaknesses, Radio listening and ratings
• Media Calculation
• Online resources for Ration
• Media Schedule
Assessment 2 Team Work
8 Cinema
• Strengths, Weaknesses, formats
• Media Calculation
• Online Resources for Cinema
• Media Schedule
• Introduction to Consumer Profiling - Media Analysis
 Assessment 1 – Individual Portfolio
Online Quiz 2
Covers Television & Radio
Feedback provided instantly online

Team work on assessment 2

9 Out of Home (OOH - Transit & Billboard)
• Strengths, Weaknesses, Ad sizes and formats
• Media Calculation
• Online Resources for OOH
• Media Schedule
 Assessment 2 Team Work
10 Internet (Part1)
• Strengths, Weaknesses, Ad sizes and formats
• Media Calculation
• Online resources for Internet
• Media Schedule
 Assessment 1 – Individual Portfolio
Online Quiz 3
Covers Cinema, & OOH
Feedback provided instantly online

Team work on assessment 2

 

11 Internet (Part2)
• Strengths, Weaknesses, Ad sizes and formats
• Media Calculation
• Online resources for Internet
• Media Schedule
 Assessment 2 Team Work
12 Revision
• Revision of course materials
• Review of Group Assessment requirements (Report and Presentation)
 Assessment 1 – Individual Portfolio
Online Quiz 4
Covers Internet & Media Metrics
Feedback provided instantly online

Team work on assessment 2

 

13Group Assessment Preparation, Review & Submission
• Preparation time for Group Presentation and Assessment
 Assessment 2 – Group Report and Presentation
due 5pm Monday
14 Group Assessment Presentation
• Presentation of Group Assessment
• Grades & Course Feedback

Assessment 2 presentations
(17 to 20 mins)
MANDATORY ATTENDANCE
(Refer to team presentation schedule on Blackboard)

15 Group Assessment Presentation
• Presentation of Group Assessment
• Grades & Course Feedback
 Assessment 2 presentations
(17 to 20 mins)
MANDATORY ATTENDANCE
(Refer to team presentation schedule on Blackboard)
16 Resubmits, Grades & any outstanding feedback to teams or individuals 

 

 

 

 


 


Learning Resources

Prescribed Texts

• There is no prescribed text for this unit. Lecture and Tutorial materials will be supplied on Blackboard.
• Students are required to have an active internet connection, along with access to Microsoft Word, Excel and PowerPoint (minimum 2007)


References

The following texts are recommended if you are new to the field of advertising and media:
• Moriarty, Mitchell, Wells, Crawfor, Brennan, & Spence-stone, 2015, Advertising, Principles and Practice, 3rd Edition, Pearson Education
• Sissors & Baaron, 2010, Advertising Media Planning, Sixth Edition, McGraw Hill Publishing
•Belch and Belch, Advertising and Promotion, 6th edition, McGraw-Hill Publishing. •Internet – publisher and media supplier websites
•RMIT Library Databases –GNPD / Euromonitor, IbisWorld, MarketLine, Factiva and other industry related databases.


Other Resources

The following websites are recommended for further reading:
• www.adage.com
• www.adnews.com.au
• www.bandt.com.au
• www.bestadsontv.com
• www.campaignbrief.com
• www.mumbrella.com.au


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

This course, MKTG5817C Schedule Advertisements is delivered and assessed in conjunction with MKTG5818C Buy & Monitor Media
Students are required to successfully be complete all tasks to be deemed competent in this unit.

Overview
Assessment 1 – Individual online quizzes
This assessment has been constructed with the purpose of demonstrating understanding of the relevant underpinning theories for media planning, buying and negotiating.

Assessment 2 – Group Assessment
This assessment is a team based assessment that students progressively work through partly during the scheduled tutorial time, and partly outside of scheduled tutorial. The group assessment briefing will be provided in Week 2, and commence in Week 3. This assessment has been developed to demonstrate the ability to work in a team; review of media brief and prepare an appropriate response to the brief – planning, negotiating and scheduling the response. This assessment is peer reviewed in relation to the quality of contribution to the team project. Should a student be marked down by the team, it is the discretion of the facilitator to reduce the final course outcome based on demonstrated evidence in class each week and the report of the peer review. As part of the student email account, students are automatically provided access to the Google suite of services and facilities. It is strongly recommended that students take advantage of the Google facilities (namely Google Drive, Google Hangouts+ etc) and collaborate with their team members for any group assessments.
Both tasks must be completed in order to prove competent in cluster of courses (MKTG5817C Schedule Advertisements, and MKTG5818C Buy & Monitor Media).

Additional important information: It is important to note that students must be able to also demonstrate competency in “soft skill” tasks progressively throughout the semester during the scheduled tutorial class time.
• Working in the media and advertising industry will result in a considerable amount of time working as part of a team. It is therefore expected that students try to resolve team issues themselves prior to bringing the issue to the attention of the facilitator. In the instance where team members have been unable to resolve an issue, and wish for the facilitator to intervene, it is imperative that the team members bring to the facilitator a copy of all correspondence and background in relation to their attempt to resolve the issue. Where appropriate, a team meeting will then be held with all team members present to discuss and resolve the issue openly.
• Time management skills and demonstrating the ability to manage tasks in order to meet deadlines are an integral part of being employed in industry. Students are expected to make use of time management tools such as diaries, reminders in the phone etc to ensure they keep themselves organised and manage their time to meet timelines.
• Research skills are also an important aspect of working in the advertising and media industry. Students will be expected to self-direct and be resourceful in their exercising of secondary research skills. A student’s ability to use of online and offline resources to research will be assessed throughout semester during the scheduled class time.
In order for students to prove competent in these “soft skills”, students will be required to attend tutorials consistently throughout the semester.


FURTHER DETAIL IN RELATION TO THE TWO ASSESSMENTS DISCUSSED ABOVE

Assessment 1 – Individual Quiz Assessment (Online quiz portfolio)
Due: First 30 mins of tutorial in Weeks 6, 8, 10 and 12
Weighting: 40% (10% for each Quiz)

Overview of assessment:
• Students will be required to individually complete four (4) quizzes online during the semester.
• The purpose of each quiz is to demonstrate understanding of the relevant theories underpinning media planning and buying that was covered during the lecture and tutorials in the prior few weeks.
• Only one resit per quiz will be permitted and any resubmit must be completed within the following scheduled tutorial class times.
• All quizzes must be completed with the facilitator present for authenticity.

Task:
• Each quiz, will be made available within Blackboard Program Shell for MKTG5818C Buy & Monitor Media in the first 5 mins of the commencement of the scheduled tutorial class time.
• Students will be required to sign in addition to the attendance sheet, a Quiz Participation Register as evidence they completed the quiz in the presence of the facilitator.
• Students are expected to complete the task within the first 30 mins of the scheduled tutorial. Student should note the quiz is timed and therefore, once the 30 mins is up, the quiz will submit any answers attempted at that point, and become unavailable for further completion.
• Each quiz will cover two topics only, and comprise of 10 to 15 questions per topic.
• Quiz questions will be a mix of styles, for example, some question formats may be multiple choice, others mix n match, open ended or calculations.

• Students must achieve a minimum 5 out of 10 for each of the four (4) quizzes in order to be deemed competent for the overall Assessment 1. Students should note that scoring 20 out of 40 cumulatively across multiple quizzes will not be deemed as a pass if any individual quiz result /score is below 5.

Resubmissions Schedule:
TUTORIAL DATE               TOPIC                                                   RESUBMISSION DATE
Week 6                                Newspaper & Magazine                    23 Mar 2015
Week 8                                Television & Radio                            13 Apr 2015 (delay due to mid sem break)
Week 10                              Cinema & OOH                                  27 Apr 2015
Week 12                              Internet & Media Metrics                   11 May 2015

Other information in relation to the assessment:
It is a requirement as a student studying at RMIT, that you have an appropriate computer or device for study. Therefore, students are expected to have a fully functional and connected computer or device to the RMIT blackboard by the first quiz in Week 6.

Where a student cannot access the Blackboard for any quiz (where the lack of access is not the fault of RMIT technology) this will not constitute a reason for not completing the quiz that week. In this situation, the result will be NYC, and the student will be provided with one opportunity to resubmit that quiz for a maximum of pass.


Assessment 2 – Group Assessment (Media Brief Report and Presentation)
Due: submission 5pm Monday, Week 13, presentations Week 14 and 15 during Scheduled tutorial time (as per schedule)
Weighting: Total of 60%, breakdown as follows:
Part A: Report and media schedule (50%)
Part B: Presentation (10%)

Assessment Overview
Applying a simulated environment, this assessment has been designed to allow students to demonstrate their understanding and abilities in the following areas of skills and knowledge:
• Ability to respond to an advertising brief
• Demonstrate understanding in assessing and reviewing components of various media vehicles appropriately
• Ability to select, evaluate and apply appropriate media metrics across various media vehicles
• Ability to planning, negotiating, costing and scheduling of media
• Demonstrate basic level business communication, literacy, and numeracy skills
• Demonstrate time management and organisational skills.

In demonstrating the above skills and knowledge, students will have the opportunity to:
• respond to a brief
• evaluate the results of a previous campaign, adjust and propose a new campaign
• plan, purchase, negotiate, and scheduling media based on an advertising brief
• prepare a written report and presentation.

It is expected that students will spend approximately two hours per week outside of the scheduled class times researching materials, communicating and preparing this assessment.

Simulation Overview
Students will be placed into teams of 4 or 5 (depending on the size of the class) during the tutorial in Week 2 and provided their team brief.  The group is expected to read it thoroughly prior to the commencement of the simulation in Week 3.
It is expected that in the week between Tutorial 2 and 3, groups will open a collaboration area on their google drive and start to share information.
Students will receive verbal and/or written simulation instructions during the tutorial each week.
Following the simulation instructions provided during the tutorial each week which builds upon the theoretical content provided in the lecture that week, student teams are required to progressively work through the brief and prepare a written report (including a media schedule) of not more than 2,500 words (+/- 10%); and present their recommendations in Weeks 14 or 15 (as per the schedule) for 17 to 20 minutes.
 
Required materials for Assessment
In order to complete this assessment successfully, student are expected to bring with them to each tutorial the following:
• a fully functional working computer or device that is connected to the RMIT internet
• a non-scientific calculator (other than a smart phone)
• computer or device that will provide appropriate functioning access to Microsoft Office (powerpoint, word, and excel) to continue to work on the required materials
• note pad & pen; or device to take down verbal instructions quickly and effectively that can later be referred to and actioned
During the tutorial, the Academic Staff will check in on each group’s progress. Where students arrive at the tutorial without of the work in progress available for inspection, the final result for the assessment may be impacted as this demonstrates low time management and organisational skills which is part of the skills needing to be demonstrated in this unit.

Peer Assessment/Rating
Students should note this assessment is peer rated. Students whose peers rate them to have contributed at lower levels to the rest of the group (in either the report, media schedule or presentation) and cannot demonstrate equal contribution if requested by the Academic Staff, may have their individual final grade reduced.
It is mandatory that students submit a peer assessment on the provided form before receiving their final grade for the assessment.
Rating and comments will be on the following areas:
• Contribution: did the team member contribute equally to the assessment throughout the ENTIRE assessment?
• Availability & Accessibility: was the team member available for ALL team meetings; and was the team member accessible and timely on responding to phone or email.
• Quality: did the team member take care to provide quality contributions to the group assessment; and in instances where the quality was not strong, did the team member work to deliver better quality by redrafting the work themselves?
• Reliability: did the team member deliver as promised ie on time?
Where a student has been consistently marked down by team peers, the individual’s result may be lower than that of their team members.

Report Word count and Referencing
Word count must be +/- 10% of 2,500 words - body of report only (excluding title page, TOC, and Appendices).
All reports submitted must be fully referenced using the RMIT Business Referencing System and be written applying a formal report style.
Further details in relation to RMIT Business Referencing can be found at Library Referencing Guides.

Presentation
The Presentation timing must not be less than 17 mins, and not more than 20 minutes; and group members must present. Presentation slides are expected to be referenced (image source and content).

 

Submission Requirements for all assessments:

Assessment tasks need to be submitted via Blackboard.

Format:
Reports to be submitted in a Microsoft Word .docx (media schedules to be saved as Microsoft Excel .xlsx) and presentations must be saved in Microsoft PowerPoint .pptx.
All assessments must be uploaded to assessment tab in your course blackboard shell by required date and time. 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 special 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).

Resubmission
It is the student’s responsibility to check their results and complete resubmissions by deadline set in the feedback. 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 Friday 5pm week 16 unless otherwise specified above.


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