Course Title: Develop an advertising campaign

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5824C

Course Title: Develop an advertising campaign

School: 650T TAFE Business

Campus: City Campus

Program: C6116 - Advanced Diploma of Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: Tony Lorkin


Office: 92255486

Mobile: 0412 715 222

Consultation time: Wednesday 8.30 am until 11.30 am by appointment

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:

BSBADV602B Develop an advertising campaign


1. Define campaign objectives

Performance Criteria:

1.1. Clarify the advertiser’s purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign
1.2. State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish
1.3. Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors
1.4. Ensure campaign objectives take into consideration factors which may affect consumer responses
1.5. Ensure campaign objectives meet legal and ethical requirements


2. Prepare an advertising budget

Performance Criteria:

2.1. Assess and specify research resource requirements for the advertising campaign
2.2. Assess and specify resource requirements for a range of media options, creative and production services
2.3. Justify resources allocated to each component of the advertising campaign and ensure they are sufficient, in relative terms, to achieve the campaign objectives
2.4. Ensure the overall budget meets the requirements of the advertising brief


3. Develop a schedule for proposed advertising activities

Performance Criteria:

3.1. Confirm the campaign length and timing from the advertising brief
3.2. Identify service providers with the required expertise and negotiate their costs and availability
3.3. Base the choice of service providers on merit and value for money and ensure the selection meets legal and ethical requirements
3.4. Ensure the time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives
3.5. Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule

Learning Outcomes

 This unit describes the performance outcomes, skills and knowledge required to determine key objectives and to develop an advertising campaign to optimise product or service market performance in response to an advertising brief.

Details of Learning Activities

1. Lectures

2. Tutorials

3. WIL projects

4. Role plays

Teaching Schedule

Week 1:

Course/s introduction and assignment overview.

Re-equaint students with RMIT information resources

Week 2:

Go through WIL project Client Brief

Form students into ’advertising agency’ groups of five

Introduce assignment 1

Week 3:

Excursion to WIL project venue and client expansion of the brief

Week 4:

Analyse and discuss WIL project brief to understand issues

Week 5:

Tutorial work on WIL project

Week 6:

Draft presentations and discussion on WIL project

Week 7: (Easter break 28/3-4/4)

Student ’advertising agency’ groups to present proposals to WIL project client in SAB.

Week 8:

Major WIL project client (Grey Advertising) brief to students

Week 9:

Student groups to develop Creative Brief from Grey brief

Week 10:

Analyse and discuss the Grey brief to begin putting together a student group ’advertising agency’ response

Week 11:

Tutorial work on Grey response

Week 12:

Tutorial work on Grey response

Week 13:

Tutorial work on Grey response

Week 14:

Tutorial work on Grey response

Week 15:

Draft presentation presented to teacher on Grey response

Week 16:

Student ’advertising agency" groups to present proposals to client and Grey Advertising in their boardroom

More detailed assessment sheets for each assessment task will be dissememinated throughout course delivery.

Submission requirements: All assessment tasks need to be submitted via Blackboard

You should:

• Ensure 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=Is0ydfokry9rz 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 an Assignment Cover Sheet that includes a declaration and statement of authorship. You must complete, sign and submit an Assignment Cover Sheet with all work you submit for assessment, whether individual or group work. On the Assignment Cover Sheet you declare that the work you are presenting for assessment is your own work. An Assignment Cover Sheet for submission of work is available from the Student Forms website.

• Each page of your assessment should include a 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 Safety in the Workplace, Page 1 of 10.

Learning Resources

Prescribed Texts

No prescribed text. REfer to extensive lecture notes on DLS


Past campaign presentation documents as provided in class

Other Resources

Refer to various websites  covering well known campaigns as proposed in tutorials

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

MKTG 5822C Develop an Advertising Campaign (BSBADV602B)

Assignment 1:
Element 1: Define campaign objectives

Students will source and choose two competing (product and/or brand) print advertisements currently in the market place, analyse each and produce a professionally presented report which must cover the following topics and could include the following headings:

• Themed front cover
• Contents page
• Executive Summary

• Print advertisement 1
- Communication objective
- Strategic thinking behind the objective
- Creative execution appeals
- USP impact on creative execution
- Insight into campaign development

• Print advertisement 2
- Communication objective
- Strategic thinking behind objective
- Creative execution appeals
- USP impact on creative execution
- Insight into campaign development

• Summary analysis of the competing approaches


Assignment 2:
Element 1: Define campaign objectives
Element 2: Prepare an advertising budget
Element 3: Develop a schedule for proposed advertising activities

Students will be provided with a Work Integrated Learning (WIL) brief..

Students will split into groups of five to form student advertising agencies. They will name and logo their agency. These same groups will be used to respond to the Grey Advertising brief delivered by week 7.

In week 6 each group will present a response to the WIL brief.

The presentation format will be a 15 minute PowerPoint overview presentation of each agency’s proposal with a more detailed document on the proposed elements handed in following the presentation. This document will be professionally prepared to boardroom level.

Assignment 4

Element 1: Define campaign objectives
Element 2: Prepare an advertising budget
Element 3: Develop a schedule for proposed advertising activities

In week 7, Grey Advertising will visit RMIT (with their client) and brief the student group advertising agencies on an impending campaign. The client/product will not be known prior to the brief.

In week 15, each student advertising agency group will visit the Grey Advertising boardroom and present their response to the brief in front of the Grey Managing Director, the Creative Director and the client.

The presentation will take the form of a 20 minute PowerPoint presentation with a comprehensive professionally presented document handed to the client upon completion of the presentation. Each student will have an equal part in the presentation and the preparation of the document.

A winning group will be decided by Grey and their client which will be announced at the Student Graduation Event in August 2013.

Each participating student will receive a grading based on presentation techniques and the document, but may be adjusted based on their percentage of involvement in the preparation of both according to verification via the group’s Peer Assessment Sheet provided with the document.

Assessment Matrix

Refer to BTS Learning and teaching tool for more information

Other Information


Course Overview: Access Course Overview