Course Title: Evaluate campaign effectiveness
Part B: Course Detail
Teaching Period: Term1 2015
Course Code: MKTG5826C
Course Title: Evaluate campaign effectiveness
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: |
BSBADV605B Evaluate campaign effectiveness |
Element: |
1. Develop a campaign evaluation strategy |
Performance Criteria: |
1.1. Ensure the evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified |
Element: |
2. Implement campaign evaluation strategy |
Performance Criteria: |
2.1. Evaluate expenditure data to determine effectiveness of the campaign in relation to the budget |
Element: |
3. Utilise advertising effectiveness data |
Performance Criteria: |
3.1. Use the results of evaluations of advertising effectiveness in the analysis and planning phase for subsequent advertising |
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
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 is co delivered and co-assessed with MKTG5825C Execute an Advertising Campaign (BSBADV604B)
This course will be condensed in it’s delivery format and will run in conjunction with course MKTG5824C Develop an Advertising Campaign (BSBADV602B). Students will use the same client, campaign and groups they have developed in subject MKTG5824C Develop an Advertising Campaign to carry across into subjects MKTG5825C Execute an Advertising Campaign / MKTG5826C Evaluate Campaign Effectiveness. The weeks are divided into a condensed format of 6 hours delivery per week, and divided into Week a (3hours delivery) and Week b (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
| Week | Week Commencing | Topics | Assessment |
| Develop an Advertising Campaign - Condensed Timetable | |||
| 1a | 9/2/15 |
Course 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 |
|
| 1b | 9/2/15 | Behind the Scenes of an Advertising Campaign | |
| 2a | 16/2/15 | The Importance of Understanding a Client Brief | |
| 2b | 16/2/15 |
The Client Pitch – Grey’s Ad Agency Compulsory Attendance |
Pit Stop Meeting |
| 3a | 23/2/15 |
Developing the Campaign Compulsory Attendance |
Pit Stop Meeting |
| 3b | 23/2/15 | Advertising Suit Secrets | |
| 4a | 2/3/15 | The Campaign Course – Part 1 | |
| 4b | 2/3/15 | The Campaign Course – Part 2 | |
| 5a | 9/3/15 | Interactive Group Workshop | |
| 5b | 9/3/15 |
Determine the Creative Concept Compulsory Attendance |
Assessment 1 Due |
| 6a | 16/3/15 | Creative Concepts – Part A | |
| 6b | 16/3/15 |
Creative Concepts – Part B Compulsory Attendance |
Pit Stop Meeting |
| 7a | 23/3/15 | Sourcing Suppliers/ Number crunching and budgets | |
| 7b | 30/3/15 |
Interactive Workshop Compulsory Attendance |
Pit Stop Meeting |
| 8a/ 8b | 6/4/15 | Interactive Workshop | |
| Execute an Advertising Campaign /Evaluate Campaign Effectiveness | |||
| 9a | 13/4/15 | Execute an Advertising Campaign | |
| 9b | 13/4/15 | Understanding Media Platforms | |
| 10a | 20/4/15 | What’s working, what’s not working! - Evaluate Campaign effectiveness | |
| 10b | 20/4/15 |
Execute Advertising Campaign Compulsory Attendance |
Pit Stop Meeting |
| 11a | 27/4/15 | The Pitch – Grey’s – 30mins per group -Compulsory Attendance |
Assessment 3 |
| 11b | 27/4/15 | The 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 |
|
| 12b | 4/5/15 |
Interactive Workshop Compulsory Attendance |
Pit stop meeting |
| 13a | 11/5/15 | 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
Students are required to execute and evaluate the advertising campaign they developed in subject BSBADV602B Develop an advertising campaign. Working in their advertising groups (maximum of 4) students will work together in executing their advertising campaign on their nominated client and evaluating the campaign effectiveness. The Assessment will form two parts and will be in the form of a verbal presentation with supporting written report. The verbal presentation will form part of a formal pitch process to Grey’s Ad Agency that includes elements from Develop an Advertising Campaign.
Assessment 1- (Part B): Execute the Advertising Campaign/ Evaluate Campaign Effectiveness Verbal Group Assignment – Week 11. Compulsory Attendance of all group members at Grey’s Advertising Agency at Richmond
Students are required to verbally present and demonstrate their Media Strategy/ Promotional Plan & Budget
- Media strategy and/ or promotional plan with a rationale behind media / promotional choices in correspondence with the target audiences
- Media Negotiations/ Conversations/ Evidence of research in reference to advertising positions relevant to the media vehicle
- Production schedule that confirms the media/ promotional plan, deadlines and budget in terms of expenditure with media or external suppliers
- Students to demonstrate legal and ethical requirements surrounding the campaign.
Students are required to verbally present the Creative Concepts. This can include 3 pieces of creative materials that supports the media & promotional plan.
- Pieces could include advertisements or pieces such as print ad, face book advertisement, ad words campaign, banner advertisement etc
- Sales promotions, point of sale pieces, newsletters, logo designs
- Each creative piece needs to have a rationale behind the creative concept
- Each creative piece needs to demonstrate and follow legal and ethical requirements.
- Contingency plan that identifies any difficulties and solutions with media representative
An electronic copy of the presentation is to be uploaded on Blackboard in Week 11 and a hard copy to be left with Grey’s advertising agency.
Assessment 2 - Written Report, 1500 words plus copy of slides presented at Grey’s. – Week 15b - Individual
Students are required to submit a written report that supports the verbal presentation (Week 11) and includes a media strategy, evidence of conversations, negotiations which could be rate cards, quotes relevant to the media vehicle. Creative concepts are to be submitted electronically with rationale and adjustments made according to Grey’s feedback. A contingency plan based on the campaign presented. Students are required to submit an evaluation strategy on the campaign presented and a summary of measurement techniques to show how they will measure the campaign’ effectiveness and relate these back to the campaign objectives.
Students are to focus on how they will establish an evaluation strategy on the campaign presented and will include elements such as:
• Specific performance standards for each element of the advertising campaign
• How to measure effectiveness and performance strategy’s
• Interpret the performance data and feedback of the campaign and apply this for future planning in relation to creative content, execution and media choices and make adjustments/ improvements/ highlights where necessary.
• Overall reflection of the campaign, executing the campaign and learning’s from the campaign.
• Demonstrate the ability to interpret the importance of effectiveness data, feedback, performance information and apply this to future advertising executions and planning phases for future campaigns.
Students to provide a reflection of the overall campaign and adjustments where necessary based on Grey’s feedback.
Assessment 3 - Peer Assessment Report /Pit Stops – Week 10b, 12b
Students are required to attend Pit Stop meetings throughout the semester, Students are also required to submit peer assessment reports that will be used to promote learning collaborative skills through generating awareness of what constitutes good group work, evaluating others according to set criteria and this will be used to overcome potential inequities of equal marks for unequal contributions. Group work in advertising agencies are common practice and this type of assessment relates to employability skills that students will require in the advertising industry.Working as a team requires operational rules to which everyone must agree. The groups will be set up as advertising agencies and as a member of this agency the student’s participation and cooperation is important to the team’s success and grade. Students are asked to evaluate their peers and contribution to the group presentation and submit their pit stop progress reports. The peer assessment report will occur during class 14b.
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 Develop an advertising campaign. 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 (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