Course Title: Perform media calculations

Part B: Course Detail

Teaching Period: Term1 2013

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 Elaine Holstein
Course Contact Phone +61 3 9925 5155
Course Contact Email elaine.holstein@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
1.2.Categorise media costs
1.3.Calculate costings for selected media
1.4.Investigate and calculate agency service fees

Element:

2. Calculate electronic media rating points

Performance Criteria:

2.1.Determine reach and effective reach for each advertising media
2.2.Determine and present identified qualitative and quantitative attribute of media

Element:

3. Apply mathematical functions to advertising media tasks and problems

Performance Criteria:

3.1.Calculate percentage shares and variations
3.2.Apply index numbers to a media situation
3.3.Perform calculations on simple index numbers
3.4.Calculate international currency conversions
3.5. Calculate the mean, average and weighted average of selected media data

Element:

4. Present media calculations

Performance Criteria:

4.1.Use electronic spreadsheets to perform media calculations
4.2. Clearly present data on selected media


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

In class discussion and debate, research case study activities and relevant work related assessments


Teaching Schedule

weekDateTopic
111th febCourse Induction
• Course overview
• Overview of weekly learning
• Reading material and assessment timings
Student engagement activity
 
218th febThe changing face of media/ introduction to media planning
325th febThe internet: Overview: metrics: costing
44th marTelevision: Overview: metrics: delivery: costing future
5 labour day PH mon11th mar

Magazines: overview: metrics: costing

Reach and frequency/qualitative and quantitative approaches to media

618th mar

Media Scheduling: using scehdules for media activity

1st Assessment in tutorial time

725th mar

Cinema overview metrics costing: Newspapers now and in the future

Resubmissions for Assessment 1.

 Thu 28 mar - Wed 3 inclusive april mid semester break 
88th aprilAssessment 2 full briefing - students must attend to understand requirements for Assessment 2.
915th aprilOut of home media: Overview: metrics and discussion
1022nd aprilAgency service fees: review key measurement methods
1129th april

Using budgets to determine media choicesAssessment 2 due

126th mayIn sotre media: How the retailers control more media dollars
1313th maySales promotions: using media for promotions
1420th may

Review unit learning and discussion. Preparation for final ssessment.

Last day for resubmission of assessment 2.

1527th may3rd and final assessment in tutorial time
163rd juneResubmission of assessment 3 and feedback


Learning Resources

Prescribed Texts


References


Other Resources

To be disuused during class time.


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

Part 2 Assessment Outline

Students need to achieve competency in each of the three assessments to be competent in this course.

Assessment 1 due week 6

This assessment will be in the form of a quiz which will be conducted in class time and include written answers, multiple choice questions, definitions and calculations

Assessment 2 due week 11

This will be in the form of a written report. For this assessment task students are to assume the role of the media manager in an advertising agency.

You have been approached by the manger of an online marketing company and asked to evaluate the viability of embarking on an awareness raising and direct action campaign in other media.

This task will be presented in a report format (1500 words maximum) including tables of costing, media recommendations and justification for media selection and budget allocated. Further information for this assessment will be provided in Week 8.

Assessment 3 due week 15

The 3rd assessment will be in the form of a quiz that will include multiple choice questions, media calculations, definitions and written answers. It will cover the whole unit learning.
 

Submission Requirements
Assessment tasks need to be submitted via Blackboard. A hard copy may be required as well but where possible all assessments must also be submitted electronically

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 is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• 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 and 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, 333333, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

 


Assessment Matrix

Critical aspects of assessment

In order to pass this competency, evidence of the following is essential: Calculation and presentation of media costings and electronic media ratings using mathematical techniques for media selected to advertise at least one product or service and knowledge of media calculation principles and practices.

Required knowledge Assessment
Sources of media and comparative data
Media calculation principles and practices including;
• Average Quarter Hour (AQH)
• Cost per TARP
• Cost per Thousand (CPM)
• Cumulated Audience Reach (CUMES)
• effective frequency
• effective reach
• frequency
• Gross Rating Points (GRPs)
• number of responses
• reach
• Target Audience Rating Points (TARPS) Assessment 1: In the form of a quiz that will include multiple choice questions, media calculations and written answers to a variety of mini situations and briefs
Principles of software packages used when performing media calculations
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 and Trades Practices Act
Required skills • Assessment
Literacy skills to interpret and evaluate requirements, and to document reports
Assessment 2: This assessment task will be in a report format including tables of costings, media recommendations and justification for media selection and budget allocated
Numeracy skills to analyse numerical and other data and to perform media calculations Assessments 1, 2 and 3
Problem solving skills to manage contingencies Assessments 1, 2 and 3

Technology skills to perform calculations and to create complex spreadsheets Assessments 1, 2 and 3
Elements/performance criteria Assessment
1. Evaluate advertising media budget
1.1. Research and define media terminology
1.2. Categorise media costs
1.3. Calculate costings for selected media
1.4. Investigate and calculate agency service fees Assessment 3: this assessment will be in the form of a quiz that will be conducted in class time.
2. Calculate electronic media rating points
2.1. Determine reach and effective reach for each advertising media
2.2.Determine and present identified qualitative and quantitative attribute of media Assessments 1, 2 and 3
3. Apply mathematical functions to advertising media tasks and problems
3.1. Calculate percentage shares and variations
3.2. Apply index numbers to a media situation
3.3. Perform calculations on simple index numbers
3.4. Calculate international currency conversions
3.5. Calculate the mean, average and weighted average of selected media data . Assessments 1, 2 and 3
4. Present media calculations
4.1. Use electronic spreadsheets to perform media calculations
4.2. Clearly present data on selected media
Assessments 1, 2 and 3

Course Overview: Access Course Overview