Course Title: Develop a media plan

Part B: Course Detail

Teaching Period: Term2 2014

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

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

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:

2. Select media vehicles

Performance Criteria:

2.1. Weigh up the relative merits of identified media vehicle alternatives taking past media performance into account
2.2. Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles
2.3. Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget
2.4. Select media vehicles that meet the creative, reach and frequency requirements of the advertising message to be achieved within the budget
2.5. Ensure selected media vehicles meet legal and ethical requirements
 

Element:

3. Determine the media schedule

Performance Criteria:

3.1. Ensure the duration and timing of the media schedule meet the requirements of the advertising brief
3.2. Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief
3.3. Create a media schedule to the satisfaction of the advertiser
3.4. Develop alternative media schedules for the advertiser within the budget
3.5. Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained
 

Element:

1. Define media requirements

Performance Criteria:

1.1 The target audience is identified from the advertising brief and a detailed consumer profile prepared
1.2 The consumer profile uses the same terms as those used to describe media audiences
1.3 Product market factors are analysed to determine the reach and frequency requirements of the advertising
1.4 The creative requirements of the advertising message are analysed and the media implications determined
1.5 Media merchandising requirements are identified from the advertising brief
1.6 The media budget is confirmed and legal and voluntary constraints identified

Element:

4. Produce a media plan

Performance Criteria:

4.1. Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement
4.2. Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan
4.3. Ensure the media plan contains a budget allocation per medium per advertising period
4.4. Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan
 


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

- Learning activities will be a combination of class based activities and self paced learning.  The instructions will be provided during scheduled class time each week.
- Class schedule is 4 hours per week.  It is therefore 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 learning) focused on the unit.
 


Teaching Schedule

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

Week 1
- Course introduction
- Pretraining review
- Media outlook overview
- Student self paced activity online

Week 2
- Digital Media (mobile and tablet)
- Completing a media plan
- Introduction to Roy Morgan Asteroid
- Industry Project Briefing (Group - Assessment 1) - MANDATORY SESSION FOR ALL STUDENTS

Week 3
- Setting media objectives
- Conducting a competitive analysis
- Media analysis using Roy Morgan Asteroid

Week 4
- Digital Media (social media)
- Brand Development Index & Category Development Index
- Cost efficiency of media
- Media analysis using Roy Morgan Asteroid

Week 5
- AdServers, Formats and Analytics
- Developing a Media Strategy
- Creating a Digital Media Schedule
- Media analysis using Roy Morgan Asteroid

Week 6
- Media Planning - Rationale development
- Budget Summary Development
- Media analysis using Roy Morgan Asteroid

Week 7
- Assessment Briefing (Group - Assessment 2) - MANDATORY SESSION FOR ALL STUDENTS
- Assessment working session

Week 8
- Traditional Media options (Radio)
- Selecting day parts, stations etc based on target audience
- Media analysis using Roy Morgan Asteroid

Mid seemster break 1-5 September

Week 9
- Traditional Media options (Newspaper & Magazine)
- Media analysis using Roy Morgan Asteroid

Week 10
- Assessment Briefing (Individual - Assessment 3) - MANDATORY SESSION FOR ALL STUDENTS
- Traditional Media options (Television - FTA and STV)
- Setting a media schedule based on TARP, reach and frequency requirements
- Media analysis using Roy Morgan Asteroid

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

Week 12
- Workshop media planning, media analysis

Week 13
- Finalise individual media plan

Week 14
- Individual Assessment 3 - Media plan presentations

Week 15
- Individual Assessment 3 - 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:
◦www.adma.com.au - Association for data-driven marketing and advertising
◦www.aimia.com.au - AIMIA is the Digital Industry Association for Australia
◦www.adnews.com.au - AdNews is Australia’s leading publication serving the advertising, marketing and media industries
◦www.ami.org.au - The leading professional marketing association in Australia
◦www.auditedmedia.org.au -The association that handles audited media
◦www.bandt.com.au - B&T remains Australia’s leading authority for marketing, advertising, media and PR. Readers turn to B&T for features, analysis and profile on the issues, trends and people behind the headlines.
◦www.campaignbrief.com - Campaign Brief is Australasia’s most influential creative advertising trade magazine
◦www.cimmagazine.com - Market leading publication for the meeting and events industry
◦www.experian.com.au
Experian Australia is a global leader in providing information, analytical and marketing services to organisations and consumers to help them manage the risk and reward in making everyday commercial and financial decisions.
Experian Hitwise: www.experian.com.au/hitwise/online-trends.html (providing Online weekly trends of the top 10 websites)
Experian Mosaic: http://www.segmentationguides.com/mosaicaustralia2013/html/animation.htm (providing an interactive guide that assists with profiling consumers based on geo-demographics).
◦www.iabaustralia.com.au - The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia
◦www.marketingmag.com.au - Marketingmag.com.au is a dedicated online space for marketers to discuss industry news, to argue or agree with industry-leading expert bloggers, and to share insight and opinion about the Australian marketing community.
◦www.mumbrella.com.au - Mumbrella, which launched in December 2008, is a discussion of everything under Australia’s media and marketing umbrella.
◦www.nielsen.com/au/en.html
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

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

Assessment 1 – Group Assessment - Industry Based Project
Assessment type: Group (3 students per group)
Assessment weight: 20% of final grade
Due: Week 6 or as advised by the client
Assessment overview: Students participate in an industry project.  This activity will be graded each week during the scheduled class time.  Students who miss the activity will deemed NYC.  As the activity will be directly linked to the client project students will only be permitted to be absent for 1 of the 4 activities.  Where a student is absent from 2 or more activities, the student will be provided with an alternative assessment to complete individually.  The alternative assessment will be made available on Blackboard.  Where an alternative assessment is required to be submitted (due to missing the activities), the maximum grade that will be awarded is a PASS providing the student meets the competency requirements.  If the student does not meet the competency requirements on an alternative assessment, the student will not be permitted a resubmit - which will result in a fail for the unit overall. 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 Scheduled class time Week 10.
Assessment overview: Students will be provided with verbal brief by a media agency and their client in Week 7.  The brief will be provided outside of the scheduled class time so please make yourself available.
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.  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: 50% of final grade
Due: 5pm Friday Week 13 (powerpoint and word), with presentations as per the schedule during Weeks 14 and 15.
Assessment Overview: Students will be provided with a verbal brief by a media agency and their client in Week 9 or 10 (dependent upon the availability of the client). The brief may 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 will be presented in a PowerPoint presentation, with a supporting word document, 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 which is not a resubmission, the student has 14 days from the date the feedback was posted in Blackboard to resubmit.  Where the resubmission is not received within the 14 days, the NYC will stand - thereby resulting in a fail for the unit.  It is the students’ responsibility to check blackboard for feedback on assessment tasks.

 

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
Format:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at: http://rmit.edu.au/browse;ID=ls0ydfokry9rz.

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 also submit the Assessment record and Cover Sheet that includes a declaration and statement of authorship. You must complete and submit this sheet with all work you submit for assessment, whether individual or group work. Assessment Record and Cover sheets for each assessment will be in each course blackboard shells and distributed with your assessment.
Resubmission
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

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:
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”.

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


Assessment Matrix

MKTG7167C Develop a Media plan is clustered with MKTG5821C Apply Media Analysis & Processing Tools 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 – Industry Project

1, 2, 3 and 4

 1
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 Develop a Media Plan clustered with Apply Media Analysis Tools, 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