Course Title: Coordinate advertising research
Part B: Course Detail
Teaching Period: Term1 2010
Course Code: MKTG7823C
Course Title: Coordinate advertising research
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
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 working in a supervisory or management advertising role within an advertising team or media organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBADV503B Coordinate advertising research |
Element: |
2. Select research method/s |
Performance Criteria: |
2.1. Confirm research budget and timeframe in selecting appropriate research method/s |
Element: |
3. Utilise advertising research findings |
Performance Criteria: |
3.1. Analyse research results using appropriate techniques to identify findings and their impact on advertising strategies, budgets and time lines |
Element: |
1. Assess advertising research requirements |
Performance Criteria: |
1.1. Analyse information about the consumer, the product and the market environment to identify and justify the need for further research |
Learning Outcomes
This unit covers the performance outcomes, skills and knowledge required to conduct primary and secondary advertising research to test advertising themes and ideas.
Details of Learning Activities
Problem-based Learning (PBL) strategy will be used throughout the course and students are expected to participate in class discussions and exercises. The use of ‘real world’ examples will assist students throughout the course.
Learner activity: Students will take an active role during ‘PBL’.
• Groups will reflect and discuss key concepts.
• Individuals/groups will apply concepts to current situations.
• Students will summarise key points.
• Students will undertake research in the context of the course.
• Individuals will participate in case studies and problem solving scenarios.
• Groups will respond to generic question sessions.
The use of “real world” examples will facilitate the understanding of the theoretical concepts and students will be encouraged to use lateral thinking, the development of collaborative learning and contextualised problem solving.
Teaching Schedule
Semester 1 - 2010
Week 1 – Introduction and outline of course objectives:
TEAMING UP! Team Expectations – team rules, working as a team, the consequences for not following the rules
Discuss assignments for Semester 1, 2010
Week 2 – Assess advertising research requirements Analyse information about the consumer, the product and the market environment to identify and justify the need for further research
Identify and assess legal, ethical and cultural considerations for advertising research to determine their impact on research methods
Week 3 – Assess advertising research requirements Assess creative concepts to determine and justify the need for concept testing
Week 4 – Brief Assignment 1 and Major Assignment in class
Week 5 – Assess advertising research requirements Assess media options and scheduling to determine and substantiate the need for media research
Week 6 – Select research method/s Confirm research budget and timeframe in selecting appropriate research method/s
Week 7 – Select research method/s Assess the capacity of primary and secondary research methods to provide the required information
Week 8 – Select research method/s Select pre test advertising method/s which are the most likely to provide the required information on time and within budget
Mid Semester Break (Student Vacation) – 20th to 26th of March
Week 8 – Select research method/s Select pre test advertising method/s which are the most likely to provide the required information on time and within budget
Week 9 – Assignment 1 feedback to Class
Week 10 – Select research method/s Prepare a research brief that specifies research objectives and method/s, budget, time, schedule and reporting requirements
Week 11 – Utilise advertising research findings Analyse research results using appropriate techniques to identify findings and their impact on advertising strategies, budgets and time lines
Week 12 – Field Research Major Assignment Class work
Week 13 – Field Research Major Assignment Class work
Week 14 – Utilise advertising research findings Adjust advertising strategies, budgets and time lines to reflect research findings - Revise advertising strategies to meet legal and ethical requirements, and the requirements of the advertiser
Week 15 – May Major Assignment Class work
Week 16 – MAJOR ASSIGNMENT PRESENTATIONS
Week 17 – Presentations review
Week 18 – Course review
Learning Resources
Prescribed Texts
‘Advertising Campaign Strategy’ |
0-324-32271-2 |
References
Chitty, W., Barker, N., Shimp, T., (2009) Integrated Marketing Communications, Australasian Edition – Thomson Publishers |
Other Resources
Supplied Research links to various external research web sites.
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
Assignment 1:
Develop a plan to test a new advertising campaign concept using the various primary and secondary research methodologies used in today’s advertising environment.
Method: Individual activity requiring a report to be submitted to your lecturer by the due date indicated.
Assignment 2:
Participate within a commercial focus group activity.
Method: Individual activity which requires you to register to participate within a commercial focus group – you will be required to reflect upon your experience within that group.
Major Assignment:
Presentation to Client of full recommendations for the required campaign. This activity may take place outside RMIT facilities.
Method: Group activity requiring presentation to client. All team members to participate in the presentation. Document to support the presentation and Contact Reports of student team meetings required.
**Please Note: Graded Assessment Rubric will be used to determine a grade for each assignment.
Specific details of each assessment will be provided during theory and workshops sessions. The student will be given the opportunity to exercise all of the knowledge gained from the ‘Diploma’ program by receiving a Client research brief for an advertising campaign. They will then, in randomly selected teams, develop a full research gathering and report for the proposed advertising campaign for the Client, that will drive creative concept development and the media selection for the campaign.
The ‘agency’ teams will compete with each other for the Client’s business. Presentations to the Client will be held toward the end of the semester.
Assessment Matrix
See your Course Guide available through the On-Line Learning Hub.
Other Information
Assignments will be given to allow students to apply their learning to practical ‘real-world’ solutions to common advertising research problems.
A final assignment will be given to allow students to put forward recommendations at to providing a solution to the problem set regarding performing advertising research for the running of an advertising campaign that utilises the principles identified during class work. This will be judged against the guidelines discussed throughout the course. Assignment details will be delivered during class tutorials.
“In adherence with RMIT’s commitment to sustainability, course teachers will seek to incorporate environmental concerns in the facilitation of this course. These include, but are not limited to:
• Conserving natural resources
• Using recycled materials wherever possible
• Minimising pollution
• Applying energy savings measures
• Reducing waste
Students are encouraged to identify and follow environmental and resource efficient ways of working whilst studying this course.”
Course Overview: Access Course Overview