Course Title: Develop a media plan

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG7167C

Course Title: Develop a media plan

School: 650T Vocational Business Education

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:

1. Define media requirements

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
1.2.Analyse product market factors to determine the reach and frequency requirements of advertising media selected
1.3.Analyse the creative requirements of the advertising message and determine the media implications
1.4.Identify media merchandising requirements from the advertising brief
1.5.Confirm the media budget and identify legal and voluntary constraints

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:

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.
Classes are scheduled a total of 4 hours per week.  It is therefore expected that in order to achieve a pass for the course, students would spend not less than 7 hours per week focused on the materials related to this course. The structure for the semester is 4 hours in class each week consisting of a 1 hour lecture, and 3 hours tutorial; as well as completing a minimum of 3 hours self-paced learning.


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 (MANDATORY MANDATORY)
- Developing the media strategy based on insights
- Determining the legal and voluntary constraints of your client
- Setting the media requirements through development of objectives
- Introducing and evaluating various media planning software tools

Week 3 (MANDATORY ATTENDANCE)
- Understanding consumers
- Identifying specific target audience characteristics
- Quantifying the audience characteristics
- Consumer connection, product market factors, and fit with media selection

Week 4 (MANDATORY ATTENDANCE)
- Bringing the insight and strategy together & Assessment 1 Briefing
- Motivatinal drivers and the relationship with strategy
- Writing and presenting the strategy
- Media analysis using Roy Morgan Asteroid

Week 5 - Digital Media (Mobile & Tablet)
- Digital media terms
- the Digital Media schedule
- Media analysis using Roy Morgan Asteroid

Week 6 - (MANDATORY ATTENDANCE)
- Digital (Social and Programmatic) & Assessment 2 Briefing
- Social media advertising
- Refresher on Portals vs Networks
- Programmatic – the new wave
- Media analysis using Roy Morgan Asteroid

Week 7 - Magazine (MANDATORY ATTENDANCE)
- Traditional Print Magazine vs Digital Magazine

Week 8 - Newspaper
- Print vs Digital

Mid semster break 31 August to 4 September (inclusive)

Week 9 - (MANDATORY ATTENDANCE)
- Radio
- Selecting day parts, stations etc based on target audience
- Media analysis using Roy Morgan Asteroid

Week 10 -Traditional Media options (Television - FTA and STV)
- Setting a media schedule based on TARP, reach and frequency requirements
- Media analysis using AdQuest eTAM
- Developing the media schedule based on TARP, reach and frequency requirements

Week 11 - Outdoor / OOH
- Connection between consumers and effectiveness of media in OOH space
- Setting a media schedules

Week 12 - Outdoor / OOH
- Connection between consumers and effectiveness of media in OOH space
- Setting a media schedules

Week 13
- Finalise individual media plan and schedules

Week 14
- Individual Assessment 3 - Media plan presentations

Week 15
- Individual Assessment 3 - Media plan presentations

Week 16
- Media Excusion (TBC)
- Course feedback

NOTE: Due to a high level of industry engagement - the schedule is subject to change.  Students must check weekly for any adjustments.


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.helixpersonas.com.au: Roy Morgan Helix Personas
- 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 (client brief)
Assessment type: Group (2 students per group)
Assessment weight: 20% of final grade
Due: Week 6 or as advised by the client
Assessment overview: Students will participate in an industry project that will contain three (3) lectures commencing in Week 2 and delivered by the agency at the agency premises. The lecture series will culminate in a client brief for students to prepare and develop a media strategy as the response. There will be 5 finalist groups selected to present to the agency client panel.  As the client project and the sessions delivered by the client at their premises, the three 1 hour sessions are mandatory. Students must find their own way to the client’s office in South Melbourne and be there no later than 8.20am on each of the three weeks. Please refer to the weekly schedule for further details.

Assessment 2 – Digital Media Plan (client brief)
Assessment type: Group (2 students per group)
Assessment weight: 20% of final grade
Due: 5pm Scheduled class time Week 9.
Assessment overview: Students will be provided with verbal brief by a media agency and their client in Week 6. Response to the brief will be developed outside of the scheduled class time, so please organise yourself. In teams of 2, students are required to develop a predominantly digital 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. The plan will be submitted in a PowerPoint presentation in Week 9. Maximum of 2 teams from each class will be provided with the opportunity to present to the agency and the client. (Note this presentation is likely to be outside of the scheduled class time).

Assessment 3 – Traditional Media Plan (client brief)
Assessment type: Individual
Assessment weight: 60% 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 (60% traditional media and 40% 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.  The 60% weighting will be split between 20% for the analysis undertaken using media planning software, 30% presentation, 10% media schedule.

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 formats as instructed 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

 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 participants 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