Course Title: Perform media calculations

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7902C

Course Title: Perform media calculations

School: 650T Vocational Business Education

Campus: City Campus

Program: C4360 - 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 describes skills and knowledge required to calculate media costings, perform media ratings using mathematical techniques, and present findings.

It applies to individuals in an entry-level position in a media buying 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:

BSBADV405 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 course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to calculate media costings, perform media ratings using mathematical techniques, and present findings.


Details of Learning Activities

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


Teaching Schedule

WeekDateTopicAssessments
1

w/c

Feb 8

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

 
2Feb 15

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

 
3Feb 22Understanding the media:Television: Overview: metrics: delivery: costing and cost efficiencies. How viewers become ratings. 
4Feb 29Understanding the media:Magazines & newspapers: Overview: metrics: evaluating costs 
5Mar 7

Understanding the media:Radio: listening: understanding ratings: Costs. Reach and frequency.  Full briefing for Assessment 2  - Full requirements for assessment 2 assessment.           

 1st  revision weeks 1-5
6Mar 14

Media scheduling: using schedules for media activity

Note March 14  Public Holiday, Labour day

1st Assessment Task  Online/written Quiz

7Mar 21

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

Resubmissions for Assessment 1.

Semester Break begins March 24

 
 Mar 28

 Semester Break: Easter: Mar 24-30

Classes resume April 1 Self directed learning

 
 8Apr 4Using budgets to determine media selection:How to write a report; Qualitative and Quantitaive approaches to media selection     
 
 9Apr 11Understanding the media:Out of home media: Overview: metrics and discussion        
             
 
10Apr 18

How the agencies make money: Agency service fees.

Review key measurements methods

 
11Apr 25Rationalising media choices and recommendations: Final revisions for assessment 2.Assessment Task 2 due Written report
12May 2

Legal & Ethical. Rules & codes governing business and advertising including ethics

 
13

May 9

Instore media: How the retailers control more media dollars. Using media for sales promotions.

 
14May 16 Review unit learning and discussion.

Preparation for final assessment.

 
15May 23Latest Radio & TV ratings 3rd and final Assessment Task due. Online/written quiz
16May 30

Interviews/Assessment feedback/ last date for any Resubmissions

 
    


Learning Resources

Prescribed Texts

Learning material supplied. 


References


Other Resources


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • use mathematical techniques to calculate and present media costings and electronic media ratings to advertise a product or service
  • use appropriate technology.

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

  • identify sources of media and comparative data
  • explain media calculation principles and practices
  • explain functions used in software packages to perform media calculations
  • identify and explain key provisions of relevant legislation, codes of practice and national standards affecting advertising
  • describe ethical principles that apply to advertising.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

Assessment Task 1 – Online/Written quiz

Date and time due: Week 6 in class time
This assignment is to be completed individually.

Purpose:
This assessment will allow the students to demonstrate the skills and knowledge developed to calculate media ratings and costings, define media terms and apply mathematical functions to mini advertising media tasks and problems that relate to the concepts covered to date. These skills are used in marketing departments to estimate media budgets and media buying within an advertising team or media organisation, who conduct media calculations to provide quantitative analysis of the effectiveness of advertising.

Requirements:
Students are required to complete an online/written Quiz that will include multiple choice questions, media calculations and written answers to variety of mini situations and briefs.
This assessment requires the students to demonstrate numeracy skills to analyse numerical data to perform media calculations and knowledge of  media terms and formulas.

Assessment Task 2 – Media Research and Recommendations Report

Date and time due: Week 11
This assignment is to be completed in pairs.

Purpose:
This assessment will allow the students to demonstrate research and technology skills in the application of a media recommendation report including a schedule of planned media detailing recommendations, other options and budget reconciliation. The ability to research media options and interpret data is an important consideration in developing marketing and media plans.

Requirements:
This assessment requires the students to research media options, apply the appropriate formulas for calculation and prepare a media schedule with recommendations based on a written brief. The report should not exceed 1500 words. A more detailed brief and a template containing the requirements and areas to be covered in the report will be provided during the semester

Assessment Task 3 – Online/Written quiz

Date and time due: Week 15
This assignment is to be completed individually

Purpose:
This assessment will allow the students to demonstrate the skills and knowledge developed throughout the semester on media evaluation, cost efficiency, measurement and calculation of media. This requires the application of mathematical functions to individual scenarios relating advertising media tasks.

Requirements:
Students are required to complete an online/written Quiz that will include multiple choice questions, media calculations and written answers to variety of mini situations and briefs based on the semesters learning material.


 


Assessment Matrix

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

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

Other Information

Late submissions
If circumstances outside your control are likely to prevent you from submitting an assessment item on time, you may apply to your teacher for an extension of up to seven calendar days.
You must apply for an extension at least one working day prior to the submission deadline.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

Special Consideration
Extensions of greater than seven days will only be granted to eligible students through the special consideration process. 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

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

Course Overview: Access Course Overview