Course Title: Buy and monitor media

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5818C

Course Title: Buy and monitor media

School: 650T TAFE Business

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

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 a media planning or buying role within an advertising team or media organisation who are responsible for planning, buying and evaluating media selected to convey advertising communication messages.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV406A Buy and monitor media

Element:

1. Plan the purchasing of media

2. Buy media

3. Evaluate media performance

Performance Criteria:

1.1.Confirm the requirements of the advertising brief
1.2.Establish the causal relationship between marketing communications and media objectives
1.3.Determine how the creative strategy and execution will impact on the proposed media strategy
1.4.Identify how consumer insights relate to media consumption
1.5.Compare and contrast scheduling alternatives

2.1.Investigate and evaluate media market conditions
2.2.Conduct negotiations between suppliers for advertisement/commercial placements/spots
2.3.Obtain performance guarantees from media suppliers
2.4.Leverage placement value
2.5.Review proposed media plan against advertising objectives, schedules and budgets

3.1.Investigate pre- and post-media performance/ratings and make any necessary changes to the media plan as required
3.2.Evaluate media costing data to determine effectiveness in relation to return on investment
3.3.Compare actual media performance against media plan objectives
3.4.Compare direct and indirect response rates
3.5.Determine problems/opportunities in the planning and buying process from differences between planned and actual accomplishments
3.6.Modify existing, or investigate alternative, media strategies based on media performance data


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to confirm the requirements specified in a media plan, to conduct negotiations when buying media and to compare actual media performance against media plan objectives.


Details of Learning Activities

Students must demonstrate an understanding of all elements of competency to be deemed competent.


A range of assessment methods are used to assess practical skills and knowledge, for example:

·         analysis of responses to case studies and scenarios

·         assessment of written reports on media performance

·         direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

·         oral or written questioning to assess knowledge of relevant legislation, codes of practice and national standards that impact on business operations

·         reports containing an evaluation of media market conditions

·         reports containing evaluation of media costing data


Teaching Schedule

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Week

Week Commencing

 

Topic

Important info /

Assessment Info

1

6 February 2012

Program Introduction

&middot;      In-class Task 1 (Individual)

2

13 February 2012

Stage 1:

Planning to purchase media

&middot;      Introduction to media; and the regulations/laws impacting the advertising industry

&middot;      Target audience profiling

-       Demographic, psychographic and media consumption profiling

 

&middot;      Individual Task 1 Feedback

 

 



3

20 February 2012

&middot;      Marketing communication overview

&middot;      Media objectives

-       Reach, Frequency, Continuity

&middot;      Marketing Objectives

-       Sales, Volume, Share, Profit

&middot;      Relationship between marketing and media objectives

 

&middot;      Assessment 1 instructions

&middot;      In-class Task 2

4

27 February 2012

&middot;      Introduction to and review an advertising brief

&middot;      Introduction to media and creative strategies

 

&middot;      In-class Task 3

5

5 March 2012

&middot;      Media Scheduling

&middot;      Media Budgeting

&middot;      Complete work on Assessment 1

 

&middot;      In-class Task 4

6

12 March 2012

Stage 2:

Buying Media

&middot;      Reviewing a market

-       Media environment (political, editorial and techonological)

-       Competitors

 

&middot;      In-class Task 5

7

19 March 2012

&middot;      Working with media suppliers

-       Negotiating media

-       Performance guarantees

-       Leveraging media placement and added value for your client

 

&middot;      In-class Task 6

8

26 March 2012

&middot;      Reviewing the plan

&middot;      Group Assessment due

&middot;      In-class Task 7

9

2 April 2012

Stage 3:

Evaluating Media Performance

&middot;      Measuring media

-       cost per Target Audience Rating Points (TARPS)

-       Cost Per Thousand (CPM). day parts, opportunity to see, responses, run of station, zones

 

&middot;      In-class Task 8

Mid Semester Break

Thursday 5th April to Wednesday 11th April 2012 (inclusive)

10

16 April 2012

&middot;      Measuring media

-       cost per Target Audience Rating Points (TARPS)

-       Cost Per Thousand (CPM). day parts, opportunity to see, responses, run of station, zones

 

&middot;      Feedback of Assessment 2

&middot;      Reassessment 2

&middot;      In-class Task 9

11

23 April 2012

&middot;      Evaluating performance

&middot;      In-class Task 10

12

30 April 2012

&middot;      Comparing response rates of campaign

-       Brand metrics (brand tracking)

-       Media metrics (TARPs)

-       Sales metrics (conversion)

&middot;      Client Return on Investment

 

&middot;      In-class Task 11

13

7 May 2012

&middot;      Planning adjustments

 

&middot;      In-class Task 12

14

14 May 2012

&middot;      Considering alternative plans

&middot;      In-class Task 13

&middot;      Individual Portfolio due

15

21 May 2012

&middot;      Final report preparation

&middot;      Individual Assessment due

16

28 May 2012

&middot;      Semester Feedback

&middot;      Grades review individually with students

&middot;      Reassessment of Individual Assessment

&middot;      Feedback Assessment

17

4 June 2012

&middot;      Feedback and any remaining reassessments from the semester

&middot;      Last opportunity for grade amendments

Note:  These will only take place during the normal scheduled class time


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

Assess.Title DueElement
123
1Individual Portfolio

In-class and during self-instructed learning.

Students will be provided during class time several topics relating to the planning, buying and evaluating media.  They are required to post a reflection journal for each topic throughout the semester.
Weeks
2-12
xxx
2Group Assessment

In-class and during self-instructed learning.

Based on an advertising brief provided, students will construct a response to the brief by planning the appropriate media.
Week 8xx 
3Individual Assessment

In-class and during self-instructed learning.

Students will be required to review a case provided to them and respond with relevant improvements.
Week 14xxx


Assessment Matrix

Course Overview: Access Course Overview