Course Title: Develop an advertising campaign

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5824C

Course Title: Develop an advertising campaign

School: 650T Vocational Business Education

Campus: City Campus

Program: C6116 - Advanced 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

Katie Crandon
Ph: + 61 3 9925 5175
Email: Katie.crandon@rmit.edu.au

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 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

Element:

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
 

Element:

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
 

Element:

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

Students will participate in a range of activities designed to enhance learning. A combination of face to face teacher/student and self discovery deliveries and a real world work placement project. Other activities outside of the timetable will be allocated throughout the semester.


Teaching Schedule

This course will be condensed in it’s delivery format and will run alongside course MKTG5825C Execute an Advertising Campaign and MKTG5826C Evaluate Campaign Effectiveness.

Students will use the same client, campaign and groups they have developed in subject Develop an Advertising Campaign to carry across into subjects Execute an Advertising Campaign / Evaluate Campaign Effectiveness which is a clustered subject.

The weeks are divided into a condensed format of 6 hours delivery per week, and divided into Week 1a (3hours delivery) and Week 1b (3 hours delivery).
Develop an Advertising Campaign - Week 1 - 8b - 6 hours per week
Execute an Advertising Campaign / Evaluate Campaign Effectiveness - Week 9 - 16b - 6 hours per week
 

WeekWeek CommencingTopicsAssessment
Develop an Advertising Campaign - Condensed Timetable
1a9/2/15Course Induction
• Course delivery details
• Assessment details and Assessment Task & Feedback Guide
Grading, Plagiarism, Appeals, Extensions, Feedback, Submission requirements –Resubmission policy – Course support documents –
Online learning environment –Where to get support - Student study support details
Pre-Training Review

Explain Recognition of Prior Learning and Credit Transfers (for new students)
Student checklist
Handout checklist and get each student to sign and hand back. Includes:
Student responsibilities (i.e.: must check emails and bb shells weekly)
Program map to confirm all students are correctly enrolled

Overview of developing an advertising campaign/ Assessment
 

 
1b9/2/15Behind the Scenes of an Advertising Campaign 
2a16/2/15The Importance of Understanding a Client Brief 
2b16/2/15

The Client Pitch – Grey’s Ad Agency

Compulsory Attendance

Pit Stop Meeting
3a23/2/15

Developing the Campaign

Compulsory Attendance

Pit Stop Meeting
3b23/2/15Advertising Suit Secrets 
4a2/3/15The Campaign Course – Part 1 
4b2/3/15The Campaign Course – Part 2 
5a9/3/15Interactive Group Workshop 
5b9/3/15

Determine the Creative Concept

Compulsory Attendance

Assessment 1 Due
6a16/3/15Creative Concepts – Part A 
6b16/3/15

Creative Concepts – Part B

Compulsory Attendance

Pit Stop Meeting
7a23/3/15Sourcing Suppliers/ Number crunching and budgets 
7b30/3/15

Interactive Workshop

Compulsory Attendance

Pit Stop

Meeting

8a/ 8b6/4/15Interactive Workshop 
Execute an Advertising Campaign /Evaluate Campaign Effectiveness
9a 13/4/15 Execute an Advertising Campaign 
9b13/4/15 Understanding Media Platforms 
10a20/4/15 What’s working, what’s not working! - Evaluate Campaign effectiveness 
10b20/4/15

 Execute Advertising Campaign

Compulsory Attendance

Pit Stop Meeting
11a 27/4/15

The Pitch – Grey’s – 30mins per group -Compulsory Attendance

Assessment 3
11b27/4/15The Pitch – Grey’s – 30mins per group -Compulsory Attendance
 Assessment 3
12a 4/5/15

 Grey’s Feedback to The Pitch Presentations. Groups will be given feedback on their campaigns

Compulsory Attendance

 
12b4/5/15

 Interactive Workshop

Compulsory Attendance

 Pit stop meeting
13a11/5/15 Future of Analytics 
13b 11/5/15 Showcase of Creative  
14a 18/5/15 Campaign evaluation - Media contracts & guarantees 
14b 18/5/15

 Campaign monitoring - evaluation of performance and reporting

Compulsory Attendance

 Assessment 3 - Self Peer Assessment
15a 25/5/15 Advertising Industry Guest Speakers 
15b 25/5/15 Interactive Workshop 
16a/b 1/6/15 Resubmissions & Feedback 


Learning Resources

Prescribed Texts


References


Other Resources

There is no additional text for this subject.


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

Assessment for Develop an Advertising Campaign involves several components.

Component 1 -Students will be working alongside advertising agency Grey Group in developing and preparing an advertising campaign with a live client.  In this component there will be two assessments; Assessment 1 and Assessment 3.

Assessment 1 –Group Written Schedule Report – Week 5
Groups are required to submit a schedule report which highlights the tasks required and a breakdown of campaign length, timings and deadlines to complete the advertising campaign based. Students will be using the brief from Grey’s to produce the schedule report. Students can identify service providers if required. Students will be assessed on the schedule timeline that outlines creative, media and production requirements, including milestones within their group. Schedule Report template will be provided. Students will use this schedule report to prepare for Assessment 3.

 Assessment 3. – Part A: Develop an Advertising Campaign – THE GREY PROJECT - Due: Week 11 – Verbal Presentation at Grey’s Advertising Agency (Richmond)

Students are required to develop an advertising campaign based on Grey’s pitch. Students will develop their own mini advertising agency (maximum of 4) and work together in developing a campaign based on Grey’s pitch. Students will be required to listen to the pitch requirements, jot down key notes from the pitch and ask agency questions in relation to their requirements. Students will then discuss amongst the group/ peers and develop a campaign strategy and project/ resources outline.Students will continue to develop a campaign including campaign objectives, preparing an advertising budget, preparation of creative concepts and developing a schedule for proposed advertising activities. The students will work directly with the client during various touch points (compulsory attendance) throughout the semester to present workings and gain feedback and adjust campaign/ client changes accordingly. Students will verbally present the campaign to Grey’s at the Richmond based advertising agency and provide a written report supporting the presentation. Each student to submit the written report via Blackboard in Week 11 and provide a hard copy to present to Grey’s.

Pitt Stops / Self Peer Assessment Form
Students will be required to self-assess their participation in the group alongside their group peers in relation to Assessment 1 and 3. The purpose of this assessment form is to rate the overall quality of the students work and fellow Group Project members’ work. The assessor will use it to evaluate and document the students’ progress. The form will be confidential and will not be shared with the group members. The self peer assessment will be conducted in Week 14.

This assessment and campaign will then continue across subjects MKTG 5825C Execute an Advertising Campaign and MKTG 5826C Evaluate Campaign Effectiveness where students will execute and evaluate the campaign that will form Assessment Part B and Part C.

Assessment 2- Practical Placement Assignment - Due: 2 weeks after placement or Week 15
Students are required to seek a 5 day work placement within advertising, media, marketing or associated communication organisation. The 5 days can be consecutive or one day per week over 5 weeks or another approved timeframe. Students are expected to participate in a prescribed number of work place activities and provide a portfolio of evidence, written diary, interview and 1500 word report covering certain aspects of the placement.

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 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. Cover sheets for submission of work is available from the Student forms website.

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

 


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

Other Information

This course will be condensed in regards to the delivery format and will run alongside course MKTG5824C Execute an Advertising Campaign and MKTG5826C Evaluate Campaign Effectiveness. Students will use the same client, campaign and groups they have developed in subject Develop an Advertising Campaign to carry across into subjects Execute an Advertising Campaign and Evaluate Campaign Effectiveness which is a clustered subject. Weeks will be divided into a condensed format of 6 hours delivery per week, and divided into Week 1a (3hours delivery) and Week 1b (3 hours delivery).

Course Overview: Access Course Overview