Course Title: Buy and monitor media
Part B: Course Detail
Teaching Period: Term1 2013
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
Course Contact: Liz Eades
Course Contact Phone: +61 3 9925 5555
Course Contact Email: liz.eades@rmit.edu.au
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 |
Performance Criteria: |
1.1.Confirm the requirements of the advertising brief |
Element: |
2.Buy media |
Performance Criteria: |
2.1.Investigate and evaluate media market conditions |
Element: |
3.Evaluate media performance |
Performance Criteria: |
3.1.Investigate pre- and post-media performance/ratings and make any necessary changes to the media plan as required |
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
This course is structured to provide students with the optimum learning experience.
Students will participate in a combination of group and individual learning activities each weekthroughout the semester (refer to the teaching schedule below).
These activities will be provided through a combination of face to face teacher/student deliveries, tutorials and/or laboratory exercises.
Additional learning activities will also be provided to students to complete outside of timetabled/scheduled time at their own pace.
The concepts learned will be explored through the investigation of real world and simulated environments.
Teaching Schedule
As mentioned earlier, the nominal hours associated with this clustered unit of competency is a guide only and represent the total teaching time and student effort required to successfully complete the course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.
The teaching and delivery schedule below is subject to change.
This unit of competency is clustered with MKTG5817C Schedule Advertisements.
| Week | Topic | Important Info / Assessment Info |
1 |
•Course Introduction |
•Online Self-Assessment tool •Handout: Assessment Task Booklet |
2 |
•Newspapers (Strengths, Weaknesses, Readership, Ad Sizes) •Media Calculation (CPM) •Introduction to the Media Scheduling •Form Teams for Simulation Role Play |
•Introduction to the Planning & Negotiation Simulation Role Play |
3 |
•Magazine (Strengths, Weaknesses, Readership, Circulation, Ad Sizes) •Media Calculation (CPM) •Comparing Magazine and Newspapers •Media Schedule (Scheduling print media - magazine and newspaper) •Introduction to media planning tools – Asteroid Overview |
•Planning & Negotiation Simulation Role Play • In class activity: Plan the print media in response to the advertising brief • 1st draft schedule print media |
| 4 |
•Television (Strengths, Weaknesses, Ad lengths, Costs) •Media Calculation (TARPs) •Media Schedule (Scheduling tv media) •Introduction to media analysis – Consumer Profiling using Asteroid (Demographics, Value Segments and Segmentation Variables) |
• Planning & Negotiation Simulation Role Play • In class activity: Negotiate the planned print media and adjust the media schedule • Plan the television media •2nd draft schedule including Television |
| 5 |
•Radio (Strengths, Weaknesses, Radio listening and ratings, buying Radio Time, Average / Cume, Radio syndication and combinations, Ad lengths, Costs) •Media Calculation (Reach, Frequency, CPM) •Media Schedule (Scheduling radio) •Introduction to media analysis – Consumer Profiling using Asteroid (Attitude and Lifestyles, Activities and Interests) |
•Planning & Negotiation Simulation Role Play • In class activity Negotiate the planned TV spots and adjust the media schedule • Plan the radio media •3rd draft schedule including Radio |
| 6 |
•Internet (Strengths, Weaknesses, Ad sizes, Calculating costs) •Media Calculation (CPC, CPM, CPA) •Media Schedule (Scheduling internet) •Introduction to media analysis – Consumer Profiling using Asteroid (Product Data) |
•Planning & Negotiation Simulation Role Play •In class activity – Negotiate the planned Radio spots and adjust the media schedule •In class activity – Plan the Internet media •4th draft schedule including Internet •Assessment 1 Part A Due: Group Simulation Role Play – Friday 22 March 2013 by 5pm |
| 7 |
•Cinema (Strengths, Weaknesses, Ad sizes, Calculating costs) •Media Calculation •Media Schedule (Scheduling cinema) •Introduction to media analysis – Media using Asteroid |
•Planning & Negotiation Simulation Role Play •In class activity – Negotiate the planned Internet spots and adjust the media schedule •In class activity – Plan the Cinema media •5th draft schedule including Cinema |
Mid Semester Break Thursday 28th March to Wednesday 3rd April 2013 (inclusive) | ||
| 7 |
•Cinema (Strengths, Weaknesses, Ad sizes, Calculating costs) •Media Calculation •Media Schedule (Scheduling cinema) •Introduction to media analysis – Media using Asteroid |
•Planning & Negotiation Simulation Role Play •In class activity – Negotiate the planned Internet spots and adjust the media schedule •In class activity – Plan the Cinema media •5th draft schedule including Cinema |
| 8 |
•Out of Home (Strengths, Weaknesses, Ad sizes, Calculating costs) •Media Calculation •Media Schedule (Scheduling OOH) •Feedback on Assessment 1 Part A |
•Planning & Negotiation Simulation Role Play •In class activity – Negotiate the planned Cinema spots and adjust the media schedule •In class activity – Plan the Out of Home media •6th draft schedule including Out of Home |
| 9 |
•Miscellaneous Advertising – In-store media, Direct Mail, Sales Promotion •Media Calculation •Media Schedule (Miscellaneous media) •Assessment 2: Group Case Study Overviewed |
•Planning & Negotiation Simulation Role Play •In class activity – Negotiate the planned OOH and adjust the media schedule •In class activity – Plan the Out of Home media •7th draft schedule including Miscellaneous |
| 10 |
• Thursday, 25th April 2013 - Public Holiday |
•Assessment 1 Part A&B Due: Group Simulation Role Play – Friday 26 April 2013 by 5pm |
| 11 |
•Evaluating media performance •Group Case Activity |
•Group Case Study media evaluation task (using Asteroid) |
| 12 |
•Evaluating media performance •Group Case Activity |
•Group Case Study media evaluation task (using Asteroid) |
| 13 |
•Evaluating media performance •Group Case Activity |
•Assessment 2 Due: Group Case Study – Friday 17 May 2013 by 5pm |
| 14 |
• Feedback on Assessment 1 Part A&B • Finalise Assessment 3 - Individual Portfolio of Evidence |
|
| 15 | • Finalise Assessment 3 - Individual Portfolio of Evidence |
•Assessment 3 Due: Individual Portfolio of Evidence – Friday 31 May 2013 by 5pm |
| 16 |
•Last opportunity for resubmissions (Friday 7th June 2013 by 5pm) •Feedback on Assessment 2 •Individual Assessment feedback |
|
Learning Resources
Prescribed Texts
There is no prescribed text for this unit of competency. Students will be provided learning materials via weekly powerpoint slides and handouts where required. |
References
Other Resources
•Sissors, Baaron, Advertising Media Planning, Seventh Edition, 2010, McGraw Hill Publishing
•Gesky, Media Planning and Buying for the 21st Century, 2011, 2020: Marketing Communications LLC
•Wells, Spence-stone, Moriarty, Burnett, Advertising, Principles and Practice, Australasian Edition 2, 2011, Pearson Education
•Belch and Belch, Advertising and Promotion, 7th edition, McGraw-Hill Publishing.
•O’Guinn, Allen, Semenik, Advertising and Integrated Brand Promotion, 6th Edition, 2012, South-Western Cengage
•Parente, Advertising -- Campaign Strategy, A Guide to Marketing Communication Plans, Fourth Edition, Thomson Publishing
•Arens, Weigold, & Arens, Contemporary Advertising, 25th Edition, McGraw-Hill Publishing.
•RMIT Online Journals and Databases accessible through the Library
(GNPD / Euromonitor, 360o, IBISWorld, Factiva and other industry related databases)
•RMIT Software – Media Planning Software (Asteroid, Radio Advisor, ETam etc), Microsoft Office 2010/2011
•Internet – publisher and media supplier websites
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
As this course is clustered with MKTG5817C Schedule Advertisements, student should take particular note that once they are deemed competent across all three tasks below, the same final graded result will be awarded for both MKTG5818C Buy and Monitor Media, and MKTG5817C Schedule Advertisements.
Assessment 1: Simulation Role Play (Group)
2 Part assessment (Part A due Week 6, Part B due Week 10) (by 5pm Friday that week)
Student will work in teams of 3 or 4 and participate in a weekly simulation task. The task will be provided in Week 2.
The task will require students to respond to an advertising brief which will be provided to them. The response will require students to conduct the following:
•Review the brief, confirming the advertising and media requirements
•Determine the appropriate media in response to the brief
•Plan the purchase of the media
•Negotiate the purchase of the media
•Construct a media plan, including the costs for media
•Develop a media schedule that is in line with the media plan
•Present the media schedule to the client
Due to the size of the task, and that this will be the first time students will have encountered media buying and scheduling, the task is broken into two parts. Part A is a mandatory “check point” which allows students to provide the first half of the assessment task for comment prior to submitting the final document. Students will not be assessed in Part A, the submission is for the purposes of guiding and assisting the students. Further detailed instructions will be provided to students in Week 2 on a separate Assessment Task Sheet, along with the appropriate marking guide.
Assessment 2: Case Study (Group)
Due Week 13 (by 5pm Friday that week)
In their teams, students will be presented with a case study in Week 10. The case will include the media plan and outcome of the executed plan.
Students in their groups will be required to prepare a report with including the following:
•Evaluation of the media performance (including meeting the media objectives, media efficiency, response rates – sales conversion
•Recommendations for improvement (including the identification of issues or opportunities relating to the media buy, and recommendations for improvement)
Further detailed instructions will be provided to students in Week 2 on a separate Assessment Task Sheet, along with the appropriate marking guide.
 
Assessment 3: Portfolio of evidence (Individual)
Due progressively up to Week 16 (by 5pm Friday that week)
Students are required individually to complete a portfolio of evidence during the semester.
The portfolio instruction will be provided in Week 1.
•The portfolio of evidence contains a wide variety of task types. Students are required to gather or complete these tasks throughout the semester to demonstrate competency on an individual basis.
•Tasks are varied within no tasks the same - from crosswords, to media hunts, to research and report writing.
•Time allocation for the tasks could range from 1 hour to 4 hours each, therefore students are recommended to pace themselves to complete the tasks progressively through the semester.
•Student are reminded that the Portfolio of Evidence is an individual task.
Copying another student’s work will result in an immediate fail in the unit.
Further detailed instructions will be provided to students in Week 1 on a separate Assessment Task Sheet, along with the appropriate marking guides.
Submission Requirements
All assessment tasks must be submitted via Blackboard. A hard copy may be required as well but where required, the teacher will advise you in the Assessment Task Sheet.
You should:
•Ensure that you submit assessments on or before the due date.
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 are available on the RMIT website (link: http://rmit.edu.au/browse;ID=ls0ydfokry9rz ).
•Late assessment will only be marked to a pass with no grade given (unless special consideration has been granted or a student produces documentation detailing why it was late i.e. doctors certificate, funeral notice, appointment etc.)
•Students must pass every assessment. You cannot fail one and make it up with another one.
•Students will be allowed to resubmit once. The resubmit will be marked to a pass only.
•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. On the cover sheet you declare that the work you are presenting for assessment is your own work. Cover sheets available from the Student forms website.
•Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, s333333, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.
Marking (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.
You need to demonstrate you are competent in each element of the unit of competency you are studying. That is why you are required to pass each assessment.
You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you pass that unit of competency.
Marking (Grading)
After achieving competency we then grade your overall performance in the unit and give you a final grade based on your performance in all assessments. If a student wishes to articulate on an RMIT pathway to Higher Education degrees they must be aware of the grade average their chosen HE course requires.
You will receive one of the following grades:
CHD = Competent with High Distinction
CDI = Competent with Distinction
CC = Competent with Credit
CAG = Competency Achieved – Graded
NYC= Not yet competent
Assessment Matrix
Collectively across both units of competency, MKTG5818C Buy & Monitor Media and MKTG5817C Schedule Advertisements, in order to pass this competency, evidence of the following is essential:
• identification and confirmation of media and media vehicles to be used in accordance with the media plan for at least one advertisement
• organising the timing and distribution of advertisements and negotiating the costs with media sellers for at least one advertisement
• planning, purchasing and evaluating the performance of media used in communicating marketing objectives in at least one advertising campaign.
In order to be deemed competent in both MKTG5818C Buy & Monitor Media and MKTG5817C Schedule Advertisements, students must demonstrate competency against the following Skills, Knowledge and Elements/Performance Criteria set out below:
| Assessment | ||||
| Unit of Competency | Required knowledge |
1 Simulation Role Play |
2 Case Study |
3 Portfolio of Evidence |
| BSBADV404B – Schedule Advertisements (MKTG5817C) |
•industry products/services such as media types and media vehicles •legal and ethical requirements for the advertising industry •principles of advertising as it relates to the marketing mix •organisational policies and procedures for scheduling advertisements. |
X |
X |
X |
| BSBADV406A – Buy and Monitor Media (MKTG5818C) |
•economic, social and industry trends •industry products/services •organisational structure/s and roles and responsibilities •identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as: - anti-discrimination legislation - consumer protection laws - copyright legislation •ethical principles •fair trading laws - privacy laws - Trades Practices Act. |
X |
X |
X |
| Assessments | ||||
| Unit of Competency | Required Skills | 1 Simulation Role Play |
2 Case Study |
3 Portfolio of Evidence |
| BSBADV404B – Schedule Advertisements (MKTG5817C) |
•communication skills to question, clarify and gain approvals and to book advertising space •literacy skills to identify information from a media plan and to prepare a media schedule •negotiation skills to obtain desired advertising time or space •numeracy skills to budget, cost and schedule advertisements •organisational and time management skills to meet deadlines. |
X |
X |
X |
| BSBADV406A – Buy and Monitor Media (MKTG5818C) |
•literacy skills sufficient to read and interpret advertising briefs and to write reports with complex concepts and ideas •negotiation skills to obtain advertisement/commercial placements/spots •organisational and time management skills to sequence tasks and to meet timelines •research and evaluation skills to determine the effectiveness of media performance. |
X |
X |
X |
| Assessment | ||||
| Unit of Competency | Element & Performance Criteria | 1 Simulation Role Play |
2 Case Study |
3 Portfolio of Evidence |
| BSBADV404B – Schedule Advertisements (MKTG5817C) |
1.Confirm advertising and media requirements 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 |
X |
X |
|
| BSBADV404B – Schedule Advertisements (MKTG5817C) |
2.Prepare and cost the media schedule 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 |
X |
X |
X |
| BSBADV404B – Schedule Advertisements (MKTG5817C) |
3.Book advertising time/space and lodge advertisements 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 |
X |
X |
|
| BSBADV406A – Buy and Monitor Media (MKTG5818C) |
1.Plan the purchasing of media 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 |
X |
X |
X |
| BSBADV406A – Buy and Monitor Media (MKTG5818C) |
2.Buy media 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 |
X |
X |
X |
| BSBADV406A – Buy and Monitor Media (MKTG5818C) |
3.Evaluate media performance 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 |
X |
X |
Other Information
The following lists a summary of the Employability Skills required by industry for the BSB40107 Certificate IV in Advertising qualification. The Employability Skills facets described here are broad industry requirements that may vary depending on qualification packaging options.
Communication
•interpreting the needs of internal and external customers
•listening to and understanding workplace information
Teamwork
•applying teamwork skills to a range of workplace situations
•seeking feedback from colleagues about work performance
Problem-solving
•determining the effect of a delay in an aspect of production of an advertising campaign
•determining the target market for a product or service
•making changes to draft advertisements in response to pre-test information
Initiative and enterprise
•adapting to new and emerging situations
•being creative in response to workplace problems, changes and challenges arising from advertising campaign testing
Planning and organising
•collecting, analysing and organising workplace data
•scheduling production activities for advertising campaigns
Self-management
•following workplace documentation, such as codes of practice and operating procedures
•monitoring and obtaining feedback on work performance and development
Learning
•identifying new skills and professional development activities
•researching and acting on opportunities for improvement and sources of learning
Technology
•monitoring technological developments and responding accordingly
•using business technology to record and analyse data
Course Overview: Access Course Overview