Course Title: Perform media calculations
Part B: Course Detail
Teaching Period: Term1 2012
Course Code: MKTG5829C
Course Title: Perform media calculations
School: 650T TAFE Business
Campus: City Campus
Program: C4228 - Certificate IV in Marketing
Course Contact : Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email:timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Course Contact |
Peter Lawrance |
Course Contact Phone |
+61 3 9925 5661 |
Course Contact Email |
peter.lawrance@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 buying role within an advertising team or media organisation who conduct media calculations to provide quantitative analysis of the effectiveness of advertisements.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBADV405A Perform media calculations |
Element: |
1. Evaluate advertising media budget |
Performance Criteria: |
1.1. Research and define media terminology |
Element: |
2. Calculate electronic media rating points |
Performance Criteria: |
2.1. Determine reach and effective reach for each advertising media |
Element: |
3. Apply mathematical functions to advertising media tasks and problems |
Performance Criteria: |
3.1. Calculate percentage shares and variations |
Element: |
4. Present media calculations |
Performance Criteria: |
4.1. Use electronic spread-sheets to perform media calculations |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to calculate media costings, to perform media ratings using mathematical techniques and to present resultant findings.
Details of Learning Activities
A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.
We expect you to participate and contribute in all scheduled learning activities.
Competency Based Assessment
Students will be provided with more than one opportunity to demonstrate competence. Competency based assessment is detailed below in “Assessment methods” and “Assessment Tasks”.
Teaching Schedule
|
Week
|
Week Commencing |
Topics |
Assessment |
1 |
6<sup>th</sup> Feb |
Pre-training review Course Overview |
|
2 |
13<sup>th</sup> Feb |
Project Overview Marketing, Advertising, Media & Web Metrics 1. Intro to media planning |
|
3 |
20<sup>th</sup> Feb
|
Marketing, Advertising, Media & Web Metrics 2. Cinema / setting the intro (PMC) |
|
4 |
27<sup>th</sup> Feb |
Marketing, Advertising, Media & Web Metrics 3. Direct Mail – (overview of media) |
|
5 |
5<sup>th</sup> March |
Marketing, Advertising, Media & Web Metrics 4. Direct Marketing (overview of media) |
|
6 |
12<sup>th</sup> March |
Marketing, Advertising, Media & Web Metrics 5. Outdoor Advertising (overview of media) |
Task 1 Test Due in your class time week 6 You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 9. |
7 |
19<sup>th</sup> March |
Marketing, Advertising, Media & Web Metrics 6. Magazine (discussion session) |
|
8 |
26<sup>th</sup> March |
Marketing, Advertising, Media & Web Metrics 7. Newspaper (discussion and review) |
|
9 |
2<sup>nd</sup> April |
Assessment /TEST#1 |
|
Mid semester break (5 April to 11 April) | |||
9 |
9<sup>th</sup> April |
Intro to “Metrics in Business Decision-making” ‘Marketing’ & the Promotions Industry Internet (WEB COSTING) |
|
10 |
16<sup>th</sup> April |
Setting the “Sales Forecast” 1. Where it all starts Radio (discussion and review) |
|
11 |
23<sup>rd</sup> April |
Setting the “Sales Forecast” 2. Quantitative & Qualitative approaches TV (Formula review) |
Task 2 (presentation and interview Due date: You will receive the feedback in week 13. If required, resubmission for this assessment is due by the end of week 14. |
12 |
30<sup>th</sup> April |
Setting the “Sales Forecast” 3. Quantitative & Qualitative approaches (contd) SMS – Uncontrolled media |
|
13 |
7<sup>th</sup> May |
Using Budgets as a decision tool 1. Overview on Budgets (Particularly the Sales & Promotions {Advertising & Media} Budgets) Calculations (USING A SAMPLE BUDGET 1) |
|
14 |
14<sup>th</sup> May |
Using Budgets as a decision tool 2. Evaluating the advertising & media budgets Planning for specific targets (USING A SAMPLE BUDGET 2) |
|
15 |
21<sup>st</sup> May |
MAJOR assignment (commence) /presentation (finalise) |
|
16 |
28<sup>th</sup> May |
Major assignment (presentation to panel) Re-submissions if required |
Assessment Task 3 Major Assignment Due Week 16 |
17 |
4<sup>th</sup> June |
N/A – no attendance required |
|
Learning Resources
Prescribed Texts
No prescribed text. Materials provided online in the form of class/lecture materials and notes (students re expected to read weekly material [reading(s) notes] prior to attending session. |
References
Detailed Reading Lists will be provided as applicable throughout the semester.(see DLS/Blackboard) |
Other Resources
Use of internet, access to library databases and other online 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, for example:
- analysis of responses to case studies and scenarios
- assessment of written reports on media calculations
- demonstration of media rating and mathematical techniques
- direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
- observation of demonstrated techniques in calculating media ratings and advertising media problems
- oral or written questioning to assess knowledge of software packages for media calculations
- review of media calculations spreadsheets.
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
TASK 1 (Due Date: End of week 6)
TEST – 1
For this assessment task you are the Manager of JR Marketing Services and you are provide evidence of ability to cost and provide knowledge on the various media formula’s and electronic and advertising and media tools to determine viability of proceeding with a comprehensive media plan.
To be deemed competent in this task you must cover the following:
1. Calculate costing for selected media
2. Determine reach and effective reach for each advertising media
3. Categorise media costs
TASK 2 (Due Date: End of Week 11)
Presentation
For this Assessment Task you are the Manager of JR Marketing Services and you are planning a project to determine viability of proceeding with a comprehensive media plan by reviewing the requirements from the clients marketing problem. You are to present your proposed plan of action, including a print out of the presentation, which will contribute to the major assignment written report and will form part of your overall media plan strategy.
To be deemed competent in this task you must undertake the tasks as listed below:
• Research and define media terminology
• Determine and present identified qualitative and quantitative attributes of media
• Clearly present data on selected media
TASK 3 (Due Date: End of Week 16)
Major Assignment
For this Assessment Task you are the Manager of JR Marketing Services and you are planning a project to determine viability of proceeding with a comprehensive media plan by reviewing the requirements from the clients marketing problem.
You should draw upon your knowledge of your own organisation as well as additional research undertaken in this program when formulating your recommendations.
To be deemed competent in this task you must undertake the tasks as listed below:
The above task will be presented in report format (approx. 2500-3 500) including tables of costing, formulas’ and media recommendations and budget).
• Research and define media terminology
• Categorise media costs
• Calculate costing for selected media
• Investigate and calculate agency service fees
• Determine reach and effective reach for each advertising media
• Determine and present identified qualitative and quantitative attributes of media
• Calculate percentage shares and variations
• Apply index numbers to a media situation
• Perform calculations on simple index numbers
• Calculate international currency conversions
• Use electronic spread-sheets to perform media calculations
• Clearly present data on selected media
• Calculate the mean, average and weighted average of selected media data
Assessment Matrix
Course Overview: Access Course Overview