Course Title: Perform media calculations

Part B: Course Detail

Teaching Period: Term2 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

Peter Lawrance - 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:

4. Present media calculations

Performance Criteria:

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

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 attributes 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


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
1July 8Course Induction
• Course overview
• Overview of weekly learning
• Reading material and assessment timings
Student engagement activity
 
2July 15The changing face of media/ introduction to media planning
3July 22The internet: Overview: metrics: costing
4July 29Television: Overview: metrics: delivery: costing future
5August 5

Magazines: overview: metrics: costing

Reach and frequency/qualitative and quantitative approaches to media

6August 12

Media Scheduling: using scehdules for media activity

1st Assessment in tutorial time

7August 19

Cinema overview metrics costing: Newspapers now and in the future

Resubmissions for Assessment 1.

8August 26Assessment 2 full briefing - students must attend to understand requirements for Assessment 2.
 September 2Mid Semester Break
9September 9Out of home media: Overview: metrics and discussion
10September 16Agency service fees: review key measurement methods
11September 23

Using budgets to determine media choices

Assessment 2 due

12September 30In sotre media: How the retailers control more media dollars
13October 7Sales promotions: using media for promotions
14October 14

Review unit learning and discussion. Preparation for final ssessment.

Last day for resubmission of assessment 2.

15October 213rd and final assessment in tutorial time
16October 28Resubmission 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

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.

Marking Guide (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.

Detailed Marking Guides will be handed out in class, and on blackboard well before each assessment deadline.
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 Guide (Grading)

After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.


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

 

Course Overview: Access Course Overview