Course Title: Apply media analysis and processing tools

Part B: Course Detail

Teaching Period: Term2 2013

Course Code: MKTG5821C

Course Title: Apply media analysis and processing tools

School: 650T TAFE Business

Campus: City Campus

Program: C5226 - Diploma of 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

Teacher: Elizabeth Eades (Liz)
Email:liz.eades@rmit.edu.au
Time will be provided during the schedule class time each week for individual student questions.

Nominal Hours: 50

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 planning or buying role within an advertising team or media organisation who use specialised media software in conducting their activities.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV407A Apply media analysis and processing tools

Element:

1. Evaluate media software tool options

Performance Criteria:

1.1.Compare and contrast the characteristics and specific functions of media software tools when developing a media plan
1.2.Evaluate the advantages and disadvantages of media software tools that could be used to perform media tasks
1.3.Contrast and evaluate the functions of media software tools to perform media analysis and processing tasks
1.4.Generate media recommendations which meet advertiser's requirements

Element:

2. Use media software tools to perform media tasks

Performance Criteria:

2.1.Use media software to segment target audience
2.2.Ensure program demographics match marketing objectives
2.3.Analyse radio and television survey data and logs to determine most appropriate media placements

Element:

3. Analyse campaign performance

Performance Criteria:

3.1.Evaluate media performance results by channels, programs and days of the week to determine performance against desired marketing objectives
3.2.Compare media performance against expected demographics by program and time periods
3.3.Present campaign performance results to advertiser


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to compare and contrast the characteristics of media analysis tools to choose the most appropriate software tool to perform media tasks and to evaluate their outcomes.


Details of Learning Activities

- Learning activities will be weekly with instructions provided during scheduled class time.
- Class schedule is 4 hours per week.
- It is expected that in order to achieve a pass for the unit, students would spend approximately 7 hours per week (4 hours in class, 3 hours self paced) focused on the unit.
 


Teaching Schedule

MKTG5821C Apply Media Analysis & Processing Tools is clustered with MKTG7167C Develop a Media plan and therefore the teaching schedule below applies across both competencies.

Week 1
- Course introduction
- Pretraining review
- Media outlook overview

Week 2
- Digital Media (mobile)
- Completing a media plan
- Introduction to Roy Morgan Asteroid

Week 3
- Digital Media (tablet)
- Setting media objectives
- conducting a competitive analysis
- Reporting using Roy Morgan Asteroid

Week 4
Digital Media (social media)
Brand Development Index & Category Development Index
Cost efficiency of media
Target Audience profiling using charts with Roy Morgan Asteroid

Week 5
- Digital Media (Social media)
- AdServers, Formats and Analytics
- Developing a Media Strategy
- Creating a Digital Media Schedule

Week 6
- Media Usage - When to use different media vehicles
- Media Planning - Rationale development
- Budget Summary Development

Week 7
- Traditional Media options (Radio)
- Overview of Nielsen RadioAdvisor (Selecting day parts, stations etc based on target audience)

Week 8
- Traditional Media options (Newspaper & Magazine)
- Nielsen RadioAdvisor continued (scheduling for reach and frequency)

Week 9
- Group Presentations (Assessment 2)

Week 10
- Traditional Media options (Television - FTA and STV)
- Introductin to Adquest eTAM

Week 11
- Traditional Media options (Outdoor / OOH)
- Adquest eTAM continued (setting a media schedules based on TARP, reach and frequency requirements)

Week 12
- Traditional Media Options (Sponsorship, POS & Sales Literature, Exhibitions & Trade Fairs)

Week 13
- Finalise individual media plan

Week 14
- Media plan presentations

Week 15
- Media plan presentations

Week 16
- Course feedback


Learning Resources

Prescribed Texts

There is no single recommended text for this subject.
All course materials will be available in the form of Microsoft Powerpoint slides each week in the Blackboard MKTG7167C Develop a Media Plan shell.


References

The following texts will be useful for reference for specific topic areas throughout the semester:
1. Advertising Media Planning, Sissors & Baron, 7th Edition, McGraw Hill, 2010
2. Adverting, Principles and Practice, Australasian 2nd Edition, Wells, Spence-stone, Crawford, Moriarty,& Mitchell, Pearson Australia, 2011


Other Resources

Students should be aware of current marketing, promotion, advertising, and general business issues through regular reading of the business sections of major online sites, newspapers and magazines.
Particular publications that should be consulted on a regular basis for advertising students are:
1. Newspapers: The Australian, The Age, Australian Financial Review, Herald–Sun
2. Business Magazines: Ad News, Australian Business, B & T, Business Review Weekly (BRW)
3. Online industry informational sites: www.mumbrella.com.au, www.b&t.com.au, www.campaignbrief.com, www.adage.com.au, www.newspaperworks.com.au
4. Marketing (UK), Professional Marketing, The Bulletin.
5. Other Journals & Publications: - Journal of Marketing, Harvard Business Review, Journal of Marketing Research. The University subscribes to a number of electronic databases, to which students have access, both on campus and from your home Internet access. Students should make sure they are aware of all the latest databases and websites that the Library have subscribed to and have found through their own research to be of value to marketing students. The Library has also identified useful company sites for advertising students.
 


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.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. 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

MKTG5821C Apply Media Analysis & Processing Tools is clustered with MKTG7167C Develop a Media plan and therefore assessments below apply across both competencies.

Assessment 1 – Portfolio of Evidence (POE)
Assessment type: Individual
Assessment weight: 30% of final grade
Due: 5pm Friday of the week instructed during schedule class time with any outstanding or resubmitted work due by 5pm Friday Week 10.
Assessment overview: Students will be provided with verbal instructions each week during the scheduled class time to complete INDIVIDUALLY. The instructions must be written in your notebook along with any other relevant additional information provided. Tasks must be completed and uploaded into Blackboard by 5pm Friday of that week. Any tasks not received by 5pm on the Friday of the week instructed will be deemed NYC. With maximum allowable grade for the task as a PASS. Students will have the opportunity to resubmit work that receives an NYC for each task only once. Further detailed information regarding submissions and tasks are available in the task instructions sheet available in Blackboard.

Assessment 2 – Digital Media Plan (client brief)
Assessment type: Group - 2 students per group
Assessment weight: 30% of final grade
Due: 5pm Friday Week 8, presented in Week 9
Assessment overview: Students will be provided with verbal brief by a media agency and their client in Week 6.
In teams of 2, students are required to develop a digital only media plan that appropriately responds to the brief within the allocated budget and delivers on the objectives as stated. The plan will be presented in a PowerPoint presentation in Week 9 during the scheduled class time. Further detailed information regarding submissions and tasks are available in the task instructions sheet available in Blackboard.

Assessment 3 – Traditional Media Plan (client brief)
Assessment type: Individual
Assessment weight: 40% of final grade
Due: 5pm Friday Week 13, presented during Weeks 14 and 15.
Assessment Overview: Students will be provided with verbal brief by a media agency and their client in Week 9. The brief will be provided outside of the scheduled class time so please make yourself available. Individually, students are required to develop a traditional media plan (70% traditional media and 30% digital media). The plan must appropriately respond to the brief within the allocated budget and delivers on the stated overall objectives as stated. The plan will be presented in a PowerPoint presentation in Week 14 and 15 during the scheduled class time.


Additional notes to students:
All three assessments must be passed in order to pass the course. If a student receives an NYC for any assessment, or part of an assessment, they will not be deemed competent for the course and therefore will receive an overall grade of NYC.  It is crucial students pay close attention to grades in Blackboard to rectify any NYC prior to final due dates of the assessments.


Assessment Matrix

MKTG5821C Apply Media Analysis & Processing Tools is clustered with MKTG7167C Develop a Media Plan and therefore assessments below apply across both competencies.

Below is a matrix highlighting the Elements for each unit against the assessment tasks:


Assessment
MKTG7167C - Develop a Media Plan
  Elements
MKTG5821C - Apply Media Analysis
  & Processing Tools Elements
Assessment 1 – Portfolio of Evidence (POE)

1, 2, 3 and 4

 1, 2, and 3
Assessment 2 – Digital Media Plan (client brief)1, 2, 3 and 4 1, and 2
Assessment 3 – Traditional Media Plan (client brief)1, 2, 3 and 4 1, 2, and 3

 

Below are the skills and knowledge required for this unit:

Required skills
- communication skills to consult on the media schedule
- evaluation skills to compare and weigh advantages of one medium over another, and to match characteristics with media requirements
- literacy skills to interpret the characteristics of different media and to match them to the requirements of the advertising brief
- literacy skills to read and interpret advertising briefs, to analyse data and to write reports
- numeracy skills to evaluate quantitative figures generated by media reports
- presentation skills to present findings of campaign performance
- research and data collection skills to analyse media performance data and information
- technology skills to apply functions of media software to perform media tasks.
Required knowledge
- data processing, analysis and matching techniques
- legal and ethical requirements relating to the advertising industry
- industry products/services
- organisational products and services offered
- organisational structure/s, roles and responsibilities
- organisational budget and resource constraints
- principles and characteristics of advertising media, types of media and advertising strategies
- principles, advantages, disadvantages and applications of specific software to perform media tasks
- 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
   - Trades Practices Act
- terms for describing media audiences

Other Information

Due to the heavy reliance on the availability of industry guests for Apply Media Analysis & Processing Tools clustered with MKTG7167C Develop a Media Plan, the above teaching schedule and due dates for assessmentsare subject to change. It is important that students check regularly with the teaching staff regarding time and date of guest speakers, presentations and due dates for assessments.

Course Overview: Access Course Overview