Course Title: Apply media analysis and processing tools

Part B: Course Detail

Teaching Period: Term2 2011

Course Code: MKTG5821C

Course Title: Apply media analysis and processing tools

School: 650T TAFE Business

Campus: City Campus

Program: C4227 - Certificate IV in Advertising

Course Contact : Graham Airey

Course Contact Phone: +61 3 9925 5473

Course Contact Email:graham.airey@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

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

Nil

Course Description

This unit describes the performance outcomes, skills and knowledge required to compare and contrast the characteristics of media analysis tools to choose the most appropriate software tool to perform media tasks and to evaluate their outcomes.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV407A Apply media analysis and processing tools

Element:

1. Evaluate media software tool options

2. Use media software tools to perform media tasks

3. Analyse campaign performance

Performance Criteria:

1.1. Compare and contrast the characteristics and specific functions of media software tools when developing a media plan
1.2. Evaluate the advantages and disadvantages of media software tools that could be used to perform media tasks
1.3. Contrast and evaluate the functions of media software tools to perform media analysis and processing tasks
1.4. Generate media recommendations which meet advertiser's requirements
2.1. Use media software to segment target audience
2.2. Ensure program demographics match marketing objectives
2.3. Analyse radio and television survey data and logs to determine most appropriate media placements
3.1. Evaluate media performance results by channels, programs and days of the week to determine performance against desired marketing objectives
3.2. Compare media performance against expected demographics by program and time periods
3.3. Present campaign performance results to advertiser


Learning Outcomes



Details of Learning Activities

• Students will take an active role during small-group computer-based classes
• Students/Groups will reflect on and use key concepts
• Individuals/groups will apply concepts to current situations
• Students will summarize key points
• Individuals will participate in problem solving scenarios
• individuals will respond to generic question sessions


Teaching Schedule

Week No. Week starting
(Monday) Multi-Group Theory Session (Lecture) Topics, including assessment Single-Group Practical Session (Lab/Class) Topics, including assessment Competencies delivered (where multiple competencies)
1 04/7/11 Subject outline
What is a media schedule Media schedule 1, 2, 3,
2 11/7/11 How to prepare a media schedule Media schedule 1, 2, 3,
3 18/7/11 Media schedule test 15% Media schedule 1,2,3
4 25/7/11 Radio research Radio advisor 1,2,3
5 1/8/11 Radio research test 15% Radio advisor 1,2,3
6 08/8/11 Newspaper/Magazine research Asteroid 1,2,3
7 15/8/11 Newspaper/Magazine research Asteroid 1,2,3
8 22/8/11 Newspaper/Magazine research test 15% Asteroid 1,2,3
29/8/11 Mid Semester Break
9 5/9/11 TV Research Oz Tam 1,2,3
10 12/9/11 TV Research Oz Tam 1,2,3
11 19/9/11 TV Research Test 15% Oz Tam 1,2,3
12 26/9/11 Major planning assignment One on one discussions and group work 1,2,3
13 3/10/11 Major planning assignment One on one discussions and group work 1,2,3
14 10/10/11 Major planning assignment One on one discussions and group work 1,2,3
15 17/10/11 Group discussion One on one discussions and group work 1,2,3
16 24/10/11 Internet test 15% One on one discussions ,group work and test 1,2,3


Learning Resources

Prescribed Texts

Advertising Principles and Practice :Wells, Spence-Stone,Moriarty and Burnett


References


Other Resources

Advertising News or B&T Weekly
Student discount subscriptions available

The Australian newspaper Media Lift Out each Monday


Overview of Assessment

The student 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 and may include:

• direct observation of actual and simulated work practice
• oral or written questioning
• tests
• assignments and projects
• presentation of a portfolio of evidence which may compromise documents, and/or photographs and/or video and audio files
• review of products produced through work-based or course activities
• third-party feedback from a work supervisor/employer


Assessment Tasks

Assessment Assessment Method
Marks Timing
MEDIA SCHEDULE
ASSIGNMENT

RADIO SURVEY
ASSIGNMENT

NEWSPAPER/MAGAZINE
SURVEY ASSIGNMENT

TELEVISION SURVEY
ASSIGNMENT


MAJOR PLANNING
ASSIGNMENT ***

INTERNET ASSIGNMENT
In-class individual tests

In-class individual tests

In-class individual tests

In-class individual tests


In-class individual tests

In-class individual tests
15%


15%


15%


15%



30%


10% Brief: Week 1/2Due:Wk 3

Brief: Week 4
Due: Week 5

Brief: Week 6/7
Due: Week 8

Brief: Week 9/10
Due: Week 11

Brief: Week 7
Due: Week 14

Brief: Week 15
Due: Week 16


Assessment Matrix

Assessment Assessment Method
Marks Timing
MEDIA SCHEDULE
ASSIGNMENT

RADIO SURVEY
ASSIGNMENT

NEWSPAPER/MAGAZINE
SURVEY ASSIGNMENT

TELEVISION SURVEY
ASSIGNMENT


MAJOR PLANNING
ASSIGNMENT ***

INTERNET ASSIGNMENT
In-class individual tests

In-class individual tests

In-class individual tests

In-class individual tests


In-class individual tests

In-class individual tests
15%


15%


15%


15%



30%


10% Brief: Week 1/2Due:Wk 3

Brief: Week 4
Due: Week 5

Brief: Week 6/7
Due: Week 8

Brief: Week 9/10
Due: Week 11

Brief: Week 7
Due: Week 14

Brief: Week 15
Due: Week 16

Course Overview: Access Course Overview