Course Title: Perform media calculations

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5829C

Course Title: Perform media calculations

School: 650T Vocational Business Education

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

Gail Scowcroft

Email:  Gail.scowcroft@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 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

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

WeekDateTopicAssessments
1w/c Feb 9

Introduction to the course including:
• Program overview and requirements
• MyRMIT/Blackboard
• Overview of assessment requirements
• Pre-Training Review including: Recognition of Prior Learning and Credit Transfers. Assessment of current skills and knowledge
• Competency/Grading Criteria
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities

Student engagement activity
The changing face of media/ introduction to media planning

 
2w/c Feb 16

On line advertising: calculating ad costs: metrics: strengths/weakness.

 
3w/c Feb 23Television: Overview: metrics: delivery: costing and cost efficiencies. How viewers become ratings. 
4w/c Mar 2Magazines & newspapers: Overview: metrics: evaluating costs 
5w/c Mar 9

Radio: listening: understanding ratings: Costs. Reach and frequency.  Full briefing for Assessment 2  - students must attend to understand requirements for this assessment.           

 
6w/c Mar 16

Media scheduling: using schedules for media activity

1st Assessment Task  On line/written Quiz

7w/c Mar 23

Cinema overview: metrics: costing: Newspapers now and in the future

Resubmissions for Assessment 1.

 
8aw/c Mar 30

Using budgets to determine media selection: How to write a report. Qualitative/Quantitative approaches to media.

Students will be assigned self- directed learning tasks to be completed and available for review in Week 9

 Public holiday Good Friday April 3

 
 Apr 6-8 Semester Break 
 8b Apr 9 - 10

Using budgets to determine media selection: How to write a report. Qualitative/Quantitative approaches to media.

Students will be assigned self- directed learning tasks to be completed and available for review in Week 9
 

 
9w/c Apr 13Out of home media: Overview: metrics and discussion 
 10 w/c Apr 20How the agencies make money: Agency service fees.

Review key measurement methods

 
11w/c Apr 27

Rationalising media choices and recommendations: Final revisions for assessment 2.

Assessment Task 2 due Written report
12w/c May 4In store media: How the retailers control more media dollars. Using media for sales promotions. 
13May 11Legal & ethical. Rules & codes governing business practices 
14w/c May 18

Review unit learning and discussion.

Preparation for final assessment.

 
15w/c May 25

Latest Radio & TV ratings

3rd and final Assessment Task due. Online/written quiz
16w/c June 1Interviews/Assessment feedback/ last date for Resubmissions 


Learning Resources

Prescribed Texts

No formal texbook is required.  Texts will be provided by RMIT


References


Other 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

Students need to achieve competency in each of the three assessments to be deemed competent in this course.  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
  • Knowledge of media calculation principles and practices.

Assessment Task 1 –  Test/Quiz
Date handed out:
  Week 6
Date and time due:  Week 6
Group or Individual:  Individual

Purpose: This assessment will allow you to demonstrate the skills and knowledge learnt in the first five weeks of class in a time pressured environment.

Requirements: This assessment will be in the form of an online/written quiz which will be conducted in class time and include written answers, multiple choice questions, definitions and calculations. This assessment is closed book and one hour is allotted for completion.

Assessment Task 2 – Report / Research Assessment
Date handed out:  Week 5
Date and time due:  Week 11
Group or Individual:  Small groups

Purpose: This assessment will allow you to take on the role of the media manager in an advertising agency, and demonstrate your proficiency in a simulated work context.

Requirements: 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 ( 1000  words maximum) including tables of costing, media recommendations and justification for media selection and budget allocated. Full briefing for this task will be avialbe during the semester.

Assessment Task 3 – Test/Quiz
Date handed out:  Week 15
Date and time due:  Week 15
Group or Individual:  Individual

Purpose: This assessment will allow you to demonstrate the skills and knowledge learnt during the semester in a time pressured environment.

Requirements: The 3rd assessment will be in the form of an online/written quiz that will include multiple choice questions, media calculations, definitions and written answers. It will cover the whole units learning outcomes. This assessment is closed book and one hour is allotted for completion

Submission Requirements

You should:

• Ensure that you submit assessments on or before the due date.
• 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. An assignment cover sheet for submission of each assessment task is available on blackboard.
• 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, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
 

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
 

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

Marking Guide (Competency):

You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.


Marking Guide (Grading)

After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:


CHD - Competent with High Distinction
CDI - Competent with Distinction
CC - Competent with Credit
CAG - Competency Achieved – Graded
NYC - Not Yet Competent
DNS - Did Not Submit for assessment
 


Assessment Matrix

Further information regarding the application of the grading criteria will be provided by your teacher.

Course Overview: Access Course Overview