Course Title: Evaluate campaign effectiveness
Part B: Course Detail
Teaching Period: Term1 2014
Course Code: MKTG5826C
Course Title: Evaluate campaign effectiveness
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 Email:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
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
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
2. Implement campaign evaluation strategy
2.1. Evaluate expenditure data to determine effectiveness of the campaign in relation to the budget
3. Utilise advertising effectiveness data
3.1 Use the results of evaluations of advertising effectiveness in the analysis and planning phase for subsequent advertising
1. Develop a campaign evaluation strategy
1.1. Ensure the evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified
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
Students are required to successfully complete 3 assessment tasks.
|1||Feb 10||Induction / Introduction||1|
|2||Feb 17||Campaign implementation planning & monitoring||1|
|3||Feb 24||Campaign implementation planning & monitoring||1|
|4||Mar 3||Negotiating media contracts||1|
|5||Mar 10||Guest speaker (TBC)||1|
|6||Mar 17||Assessment Task 1||1|
|7||Mar 24||Campaign evaluation - Media contracts & guarantees||2|
|8||Mar 31||Campaign monitoring, evaluation of performance and reporting||2|
|9||April 07||Legal and ethical considerations in the advertising industry||3|
|10||April 14||Guest speaker – Industry engagement (TBC)||2|
|11||April 28||Legal and ethical considerations in the advertising industry||3|
|12||May 5||Project / Presentation workshop||2|
|13||May 12||Assessment Task 2 due: Project / Group presentations||2|
|14||May 19||Assessment Task 3 - Test||3|
|15||May 26||Assessment Task 2 re-submission due||2|
|16||June 1||Interviews / Assessment feedback / Resubmission as required||2|
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.
This course is delivered and assessed in conjunction with RMIT course code MKTG5825C - Execute an advertising campaign (BSBADV604B)
All tasks must successfully be completed to be deemed competent in this unit.
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Assessment Task 1: Case Study Analysis
- Due week 6, w/c March 17)
This is an assessment task with one other student (ie pairs).
This assessment task requires students to read and analyse a Case Study (provided) and:
• Identify an appropriate target audience
• Recommend 4 media vehicles and provide a rationale for the selection of each media vehicle
• Provide a measure for evaluating the effectiveness of each media vehicle
• Complete a risk analysis for the media selection listing at least 4 risks and contingencies.
Students are required to collaborate and complete the tasks in pairs, and complete the task during class time.
Assessment Task 2: Group Project (supplied week 2)
• Report and presentation due week 13, and re-submissions due in week 15.
This group assessment task requires students to research an advertising brief and develop a campaign execution and evaluation strategy based on the advertising objectives and the brief.
The group is also required to make a summary presentation (10 to 15-minutes) of their campaign execution and evaluation strategy as part of their assessment task.
Strategy submission and presentation format is at the discretion of the group (this must be discussed and agreed by the teacher prior to commencing) however it must be prepared and consolidated in a format and manner that is suitable to provide the advertising ‘client’, including references to all source data and/or methodology and materials included.
Students are required to submit their campaign and evaluation strategy and presentation for assessment. The group must consist of no more than 5 students.
The campaign execution and evaluation strategy must consist of the following elements:
• Execution: Development of an advertising campaign implementation strategy
o Inclusive of media vehicles, advertising positions, and pricing based on the advertising objectives
o Planning process
o Campaign monitoring methods, contingency factors, corrective actions
o Media guarantees and contractual considerations
• Evaluation: Development of an advertising campaign evaluation strategy
o Evaluation planning methods and techniques regarding performance against the advertising objectives, campaign brief and contractual obligations
o Methods of data analysis of to make recommendations for improvement of future campaigns
o Reporting format and content
Each individual student will have input into the group project and presentation to be verified by a Peer Assessment Declaration where colleague students will countersign for their group members for a satisfactory level of involvement and contribution.
The project is a group assessment task.
Assessment Task 3: Test
- week 14
This assessment will focus on the student’s knowledge and understanding of content from the weekly lectures via a written test relating to legal and ethical requirements of the advertising industry.
The test is an individual assessment task.
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.
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.
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