Course Title: Develop a media plan
Part B: Course Detail
Teaching Period: Term2 2011
Course Code: MKTG7167C
Course Title: Develop a media plan
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: Liz Eades ... email: elizabeth.eades@rmit.edu.au
Nominal Hours: 60
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 working in a supervisory or management advertising role within an advertising team or media organisation. It may also apply to someone working within a direct marketing role who is responsible for planning media requirements for direct marketing campaigns or offers.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBADV507A Develop a media plan |
Element: |
1. Define media requirements 2. Select media vehicles 3. Determine the media schedule 4. Produce a media plan |
Performance Criteria: |
1.1 Identify the target audience characteristics from the advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to interpret an advertising brief to develop a media plan within a given budget.
Details of Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, tutorials and laboratory exercises. Additional assessable activities will also be provided to students to complete outside of timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments.
Teaching Schedule
Week 1 : Introduction:
Lecture: Introduction to media planning
Tutorial: Forming groups for Assessment 1
Week 2: Preparing your response
Lecture: Collecting your data, formulating the plan and selecting coverage
Tutorial: Assessment workshop
Week 3: Define Media Requirements:
Lecture: Aligning Target Audience characteristics with consumer profiles
Tutorial: In-class competency activity
Week 4: Defining media objectives:
Lecture: Reach, Frequency, Timing, Continuity
Tutorial: Assessment workshop
Week 5: Media Strategy Development:
Lecture: Message development, Media Selection / Characteristics
Tutorial: BDI/CDI, Cost Efficiency of media vehicles, Schedule Plans
Week 6: Media Strategy Development:
Competition, Budget, Other Considerations, Assessing the Planning Wheel
Week 7: Industry Client Briefing Session
(Industry Guest and advertising agency)
Lecture: Sexton Briefing by Industry Client
Tutorial: Discussions regarding brief provided by the client
Week 8: Lecture: Sexton Question session
Tutorial: Starting Sexton project
Week 9: Lecture: Media Options
Tutorial: Online Activity
Week 10: Lecture: Media Options
Tutorial: Sexton Workshop & Assessment 1 feedback
Week 11: Lecture: Media Options
Tutorial: Sexton Workshop
Week 12: Lecture: Media Options
Tutorial: Sexton Workshop
Week 13: Lecture: Recap content of Sexton sections
Tutorial: Sexton Workshop
Week 14: Lecture: Hand in Assessment to Level 13
Tutorial: Sexton Workshop
Week 15: Lecture: Hand in Assessment to Level 13
Tutorial: In-class Activity
Week 16: Feedback & Review (any oral resits)
Learning Resources
Prescribed Texts
References
Other Resources
Belch and Belch, Advertising and Promotion, 6th edition, McGraw-Hill Publishing.
Arens, Weigold, & Arens, Contemporary Advertising, 25th Edition, McGraw-Hill Publishing.
Sissors, Baaron, Advertising Media Planning, Sixth Edition, McGraw Hill Publishing
Parente, Advertising Campaign Strategy, A Guide to Marketing Communication Plans, Fourth Edition, Thomson Publishing
Wells, Spence-stone, Moriarty, Burnett, Advertising, Principles and Practice, Australasian Edition, Pearson Education
Internet – publisher and media supplier websites
Software and Databases – Asteroid, GNPD/Euromonitor, Factiva and other industry related software and databases.
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
Assessment 1:
Group assessment (3-4 people)
Worth: 40%
Due week: 7 – 12.30pm
Working in teams of 3 or 4, students will receive a brief in class in Week 1 and will be required to respond to the brief with a written media plan (as per attached outline).
Assessment 2:
Individual assessment
Worth: 60%
Due week: 14 – 12.30pm
Students will receive a verbal and written brief in class of Week 7 by a client. Students will be required to respond to the brief with a written media plan (as per attached outline) in Week 14.
This assessment will require students to utilise all their skills for not only media planning, but scheduling.
Assessment Matrix
Course Overview: Access Course Overview