Course Title: Buy and monitor media

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7939C

Course Title: Buy and monitor media

School: 650T Vocational Business Education

Campus: City Campus

Program: C4361 - Certificate IV in Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Liz Eades (email: liz.eades@rmit.edu.au)
Telephone: no contact phone number, please email

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 the skills and knowledge needed to confirm requirements specified in a media plan, conduct negotiations when buying media, and compare actual media performance against media plan objectives.

It applies to individuals in an entry-level position in media planning or buying within an advertising team or media organisation, who are responsible for planning, buying and evaluating media selected to convey advertising communication messages.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV406 Buy and monitor media

Element:

1 Plan purchasing of media

Performance Criteria:

1.1 Confirm requirements of advertising brief
1.2 Establish causal relationship between marketing communications and media objectives
1.3 Determine how creative strategy and execution will impact proposed media strategy
1.4 Identify how consumer insights relate to media consumption
1.5 Compare and contrast scheduling alternatives

Element:

2 Buy media

Performance Criteria:

2.1 Investigate and evaluate media market conditions
2.2 Conduct negotiations between suppliers for advertisement/commercial placements/spots
2.3 Obtain performance guarantees from media suppliers
2.4 Leverage placement value
2.5 Review proposed media plan against advertising objectives, schedules and budgets

Element:

3 Evaluate media performance

Performance Criteria:

3.1 Investigate pre and post media performance/ratings and make any necessary changes to the media plan as required
3.2 Evaluate media costing data to determine effectiveness in relation to return on investment
3.3 Compare actual media performance against media plan objectives
3.4 Compare direct and indirect response rates
3.5 Determine problems/opportunities in the planning and buying process from differences between planned and actual accomplishments
3.6 Modify existing media strategies, or investigate alternatives based on media performance data


Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to confirm requirements specified in a media plan, conduct negotiations when buying media, and compare actual media performance against media plan objectives.


Details of Learning Activities

Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student delivery, tutorials, exercises and self-paced learning sessions (which will be provided for completion outside of the schedule class time) each week.
The concepts learned will be explored through the investigation of real world (agency presentations) and simulated environments.
 


Teaching Schedule

This course, MKTG7939C Buy & Monitor Media, is delivered and co-assessed in conjunction with MKTG7936C Schedule Advertisements.

Weekly Schedule

The schedule below is subject to change without notice. It is the students’ responsibility to be aware of any changes to due dates or material delivery. Should any changes be required, these changes will be communicated via Blackboard, student email, or during the scheduled class time.

WEEK
TOPIC
COMPETENCIESASSESSMENT
1•Course Induction
•Pre training review
•Locating learning and assessment materials
•Overview of the advertising industry
•Preparing for a job in media
•Legal & Regulatory environment impact advertising and media
BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
 
2Buying and Negotiating Media
•Understanding the process of media
•Briefing
•Planning
•Implementing
BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
 
3Fundamentals of negotiation
•Buying media
•Media Maths
BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
 
4Magazine
•Introduction to Magazine
•Evaluating magazine
•Buying magazine
•Scheduling magazine
BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
 
5

Newspaper
•Introduction to Newspaper
•Evaluating Newspaper
•Buying Newspaper
•Scheduling Newspaper
 

BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
Assessment 1 - Individual: Quiz 1
6

Monday 14 March 2016 - Public Holdiay

Radio
•Evaluating Radio
•Buying Radio
•Scheduling Radio

Self Paced Learning Activity – Refer to Blackboard for instructions

BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
 
7Cinema
• Evaluating Cinema
• Buying Cinema
• Scheduling Cinema
BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
Assessment 1 - Individual: Quiz 2
8Television
•Evaluating Television
•Buying Television
•Scheduling Television
BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
Assessment 1 - Individual: Quiz 3
9Introduction to Out of Home (OOH)
•Evaluating OOH
•Buying OOH
•Scheduling OOH
BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)

Assessment 1 - Individual: Quiz 4

Assessment 2 - Group : Negotiation Observations

10Internet (Part1)
•Evaluating Internet
•Buying Internet
•Scheduling Internet
BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)

Assessment 1 - Individual: Quiz 5

Assessment 2 - Group: Negotiation Observations

11

Monday 25 April 2016 - Public Holdiay

Internet (Part2)
• Evaluating Internet
• Buying Internet
• Scheduling Internet

Self Paced Learning Activity – Refer to Blackboard for instructions

BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
Assessment 1 - Individual: Quiz 6
12Revision & Teamwork
• Revision of course materials relevant to Group Assessment
• Group Assessment Teamwork
BSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)

Assessment 2 - Group: Negotiation Observations

Assessment 2 - Group: Due 5pm Friday

13Group Assessment PresentationBSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
Assessment 2 - Group: Presentations
14Group Assessment PresentationBSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
Assessment 2 - Group: Presentations
15Student FeedbackBSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
 
16 Resubmits, Grades & any outstanding feedback to teams or individualsBSBADV404 (MKTG7936C)
BSBADV406 (MKTG7939C)
 

 

 

 

 


 


Learning Resources

Prescribed Texts

• There is no prescribed text for this unit. Lecture and Tutorial materials will be supplied on Blackboard.
• Students are required to have an active internet connection, along with access to Microsoft Word, Excel and PowerPoint (minimum 2007)


References

The following texts are recommended if you are new to the field of advertising and media:
• Moriarty, Mitchell, Wells, Crawford, Brennan, & Spence-stone, 2015, Advertising, Principles and Practice, 3rd Edition, Pearson Education
• Sissors & Baaron, 2010, Advertising Media Planning, Sixth Edition, McGraw Hill Publishing
•Belch and Belch, Advertising and Promotion, 6th edition, McGraw-Hill Publishing. •Internet – publisher and media supplier websites
•RMIT Library Databases –GNPD / Euromonitor, IbisWorld, MarketLine, Factiva and other industry related databases.


Other Resources

The following websites are recommended for further reading:
• www.adage.com
• www.adnews.com.au
• www.bandt.com.au
• www.bestadsontv.com
• www.campaignbrief.com
• www.mumbrella.com.au


Overview of Assessment

This course is co-delivered and co-assessed with MKTG7936C Schedule Advertisements

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 will be required to provide evidence of the ability to:

  • analyse and execute an advertising brief
  • work with schedules
  • negotiate with suppliers
  • create and evaluate a media plan and adjust as necessary
  • identify potential problems and opportunities
  • evaluate data to determine cost effectiveness.

Knowledge Evidence

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

  • identify economic, social and industry trends
  • list industry products/services
  • outline organisational structure/s and roles and responsibilities
  • identify and explain key provisions of relevant legislation, codes of practice and national standards that affect advertising
  • outline ethical principles related 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

When you are assessed in VET (Vocational Education Training) 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.

In order to be assessed as competent, you must:
• Provide all the performance evidence.
• Perform the activities and actions, and demonstrate understanding to the standard outlined in the performance criteria
• Demonstrate the required skills and knowledge

You can do this by completing the assessment tasks to a level that reflects industry standards of performance or, if you have demonstrated these in the past, by undertaking RPL.

You will be marked to competent first then graded using a rubric for grading levels which will be provided to in an Assessment Cover Sheet and Feedback document for each assessment.

There are two major assessment tasks for this course

Assessment 1 – Task 1
Task Description: Online Quizzes (6 in total)
Date handed out: Week 1
Date and time due: Immediately at the commencement of the scheduled tutorial time – schedule as per below.
Group or Individual: Individual
Weight: 60%


Purpose:
This assessment has been developed to demonstrate the required underpinning skills and knowledge for the two units of competency. Specifically, the assessment focuses on a student’s ability to apply cognitive processes by demonstrating their ability to remember, understand and apply the content covered in weeks 1 to 10 inclusive.

Requirements:
Students will be provided 30 mins to complete a number of questions. The number of questions will vary for each quiz - however, no quiz will be less than 5 questions, or more than 15 questions. The questions will be based on previous lecture and tutorial materials, as well as self-paced learning activities instructed for the week under assessment. Students are required to bring a calculator in order to complete each quiz.

Details of Assessment:
As mentioned above, the quiz will be held in the first 30 mins of the scheduled tutorial time for the group. Below is the schedule of each online quiz:
Quiz 1, Week 5
Quiz 2, Week 7
Quiz 3, Week 9
Quiz 4, Week 10
Quiz 5, Week 11
All assessments are completed online within the Blackboard system. Questions are drawn from a larger test bank and students will be provided 30 mins to complete the quiz. The quiz is password protected, and a password will be provided at the commencement of the tutorial time. It is necessary for students to observed completing the quiz and the quiz can not be completed outside the schedule time unless approval by the facilitator is provided. Students should note that the quiz will automatically time out at the end of the 30 mins, regardless of how far through the quiz they have progressed.
You must achieve a minimum of 5 marks (50%) per quiz. Where a score below this threshold is achieved, the student is deemed as NYC (not yet competent). When NYC is received, the student will be provided ONE resubmit opportunity - for a maximum pass. The resubmit must be completed within 14 calendar days of the original quiz date.

Feedback is provided automatically at the submission of the quiz for correct answers.

Assessment 2 – Task 2
Task Description: Media Brief & Response
Date handed out: Week 7
Date and time due:
Part A: Negotiation observation (Weeks 9, 10 and 12 during scheduled tutorial time)
Part B: Report Week 12, Friday 5pm
Part C: Presentation Week 12, Friday 5pm
Presentation will be delivered during scheduled lecture and tutorial times in Weeks 13 and 14.
Group or Individual: Group (4 students per group)
Weight: 40%

Purpose:
This assessment focuses on a student’s ability to review a media brief, and by applying their knowledge and understanding gained through the course, and extend themselves into a higher level of thinking by demonstrating their ability to analyse, synthesise and evaluate the scenario and considering various courses of action – ultimately making a sound recommended course of action in response to the brief.

Requirements:
In Week 7, students will form groups of 4 students. Each group will be provided with a brief to respond. By responding to the brief, students will be expected to provide a report that contains their evaluation and recommendation (not more than 3,000 words excluding Title Page, Table of Contents, Reference List and Appendix). Students will also be required to develop a 10 to 12-minute presentation detailing their recommendations. All students must equally contribute to the report, and all students must present on the day.
Details of Assessment:
Case(s) will be made available to Students on the Blackboard in Week 7. The assessment has three parts:
Part A: Negotiation observation (weight 10%)
Students will be provided a media and a role (buyer or seller) for a particular media. Students will then negotiate individually on behalf of their group for the media the group wish to place into their media recommendation. The negotiations will take place during the scheduled tutorial class in Weeks 9, 10 and 12 and will be recorded as an observation assessment.
Part B: Analysis Report (weight 20%)
As a group, students must produce a report of between 1,800 and 2,000 words that based on the brief supplied. The analysis contained in the report must show the evaluation of the situation, provide a review of all media alternatives considered and a fully justified media recommendation; along with an accompanying media schedule that matches the recommendation. It is expected that students will present the report to a professional level. It is therefore anticipated the content of the report will provide clearly articulated logical arguments, along with the appropriate use of tables and graphs to support evaluations, and rationale.
Part C: Presentation (weight 10%)
A presentation of between 10 and 12 minutes summarising the report and pitching the recommendation to your facilitator (acting as the client). There will be 3 minutes for question time where fellow students and the facilitator will ask questions.
All group members must equally contribute and participate in the preparation, writing and presenting of the report and presentation. Note, that the report and presentation is peer assessed and as a result, grades will be impacted for students who do not equally contribute and participate.
Both the report and the presentation is due on the same day for submission (Friday at 5pm on Week 12) regardless of when the presentation schedule for the group has been allocated. This is to ensure equity across groups. It is further important to note, that once the presentation is uploaded – this will be the presentation that will be used for the purpose assessment – no changes can be made after submitting the presentation into Blackboard.
Further instructions, along with a rubric for all parts can be located on Blackboard under Assessment.


Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview