Course Title: Evaluate campaign effectiveness

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5826C

Course Title: Evaluate campaign effectiveness

School: 650T TAFE Business

Campus: City Campus

Program: C6102 - Advanced Diploma of Business (Public Relations)

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Alain Grossbard


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


Course Description

This unit applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV605B Evaluate campaign effectiveness


1/. Develop a campaign evaluation strategy

2/. Implement campaign evaluation strategy

3/. Utilise public relations effectiveness data

Performance Criteria:

1.1 The evaluation strategy defines standards and measurements by which the effectiveness of PR can be measured and improvements identified.
1.2 The strategy establishes specific performance standards for each element of the public relations campaign as well as the overall outcome.
1.3 The strategy includes standards for the evaluation of the legal and ethical acceptability of the PR campaigns.
1.4 The strategy includes processes for correcting PR campaigns which do not meet legal and ethical standards.

2.1. Evaluate expenditure data to determine effectiveness of the campaign in relation to the budget
2.2. Evaluate the media program to determine performance against the media plan objectives
2.3. Evaluate the creative strategy in terms of copy content, creative execution and effectiveness of the finished campaign
2.4. Evaluate the interactive effect of all the elements in the PR & advertising campaign to determine the overall effectiveness of the campaign

3.1. Use the results of evaluations of PR and advertising effectiveness in the analysis and planning phase for subsequent advertising
3.2. Use expenditure information to improve the budget planning process
3.3. Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy
3.4. Use media performance information to determine whether alternative media approaches would yield better results
3.5. Use differences between planned and actual accomplishments to define problems to be addressed in the next planning phase


Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been attained.

Details of Learning Activities

Development and implementation of a campaign evaluation strategy for at least one public relations campaign and analysis of evaluation data to make recommendations for improvement on future campaigns. This will be covered through individual case studies, group activities and a major assignment.

Teaching Schedule

Week 1 Commencing 2013 Topics
11 February Course Induction
• Course delivery and assessment details
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Grading – remind them of codes and no marks (codes at end of doc)
• Plagiarism – must have signed cover sheets on all assessments
• Appeals – take them through this process and where it is on website
• Extensions – take them through process (details on website.)
• Feedback – when they can contact you and expect a response.
• Submission requirements – how all work must be uploaded and how
• Resubmission policy – one resubmission, marked to a pass allowed
• Where to get support - Student study support details
• Student responsibilities – must check emails and bb shells weekly
Week 2 18 February Advise working groups of Work Integrated Learning Projects – Project initiation
Complex PR Campaigns Case Study 1
Week 3 25 February PR Campaign case - Project scope & terms of reference
Week 4 4 March Finding the best partnership model for the campaign and ways to be involved
Complex PR Campaigns Case Study 2
Week 5 11 March Community Relations, consumer relations and relations with special public
Complex PR Campaigns - Case Study No. 3
Week 6 18 March PR Campaign case - Project scope & terms of reference
Week 7 25 March Major Assignment

Mid Semester Break:  28 March – 3 April inclusive

Week 7 1 April Major Assignment
Week 8 April Determine financial requirements Business case - Project scope & terms of reference
Complex PR Campaigns - Case Study No. 4
Week 9 15 April Evaluating effectiveness of PR campaigns – need and review of evaluation
Week 10 22 April Evaluate creative content : planning & development
Week 11 29 April Evaluating effectiveness of PR campaigns
Case Study No.5
Week 12 6 May Ethical and Legal requirements of Evaluation
Week 13 13 May PR Campaign - Project scope & terms of reference for major assignment
Week 14 20 May Major Assignment in
Presentation to Clients and feedback
Week 15 27 May Return final assessment and schedule any resubmission
Presentation to Clients and feedback
Week 16 No classes - resubmissions only.

Learning Resources

Prescribed Texts


Other Resources


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

Thius course is co-delivered and co-assessed with MKTG6049C Develop & Manage Complex PR Campaigns

Assessment 1: Individual assessments -Throughout the semester

Case studies and set of workshop activities with reports on evaluating PR campaigns to be submitted for assessment throughout the semester. Individual activities that looks at the function, form and strategy appeals of different forms of public relations campaigns.

30% of total marks for course.

Assessment 2:
Develop campaign recommendations for new pitch for a company
Group activity requiring development of strategies and creative recommendations and a set of evaluation processes to ensure campaign effectiveness.
Document to support the recommendations.

20% of total marks for course.
You will receive ongoing feedback on your progress in the course. Feedback on assessment will be given in a timely manner. You will be informed about how to improve your performance in the competency/course and what you need to do to be deemed competent or to gain a pass in the assessment.

Assessment 3: Group assessment.

Assessment of public relations campaign evaluation on its overview, strategy and recommendations, including an oral interview/presentation of students’ of evidence to the client.

You will receive ongoing feedback on your progress in the course. Feedback on assessment will be given in a timely manner. You will be informed about how to improve your performance in the competency/course and what you need to do to be deemed competent or to gain a pass in the assessment.

Presentation to client a full set of recommendations for the required project, event or campaign. This activity may take place outside RMIT facilities.
Group activity requiring presentation to Clients requiring development of strategies, creative, media and budgetary recommendations. All team members to participate in the presentation.

Documentation to support the presentation and contact reports of student team meetings required.

40% of total marks for written proposal, 10% for oral presentation.


More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
You should:
• Ensure that you submit assessments on or before the due date. 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 is available at;ID=ls0ydfokry9rz website.
• 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 use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.


Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview