Course Title: Develop an advertising campaign

Part A: Course Overview

Program: C6146

Course Title: Develop an advertising campaign

Portfolio: BUS

Nominal Hours: 60.0

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.

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG7922C

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Internet

Term1 2016

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email: sally.parrott@rmit.edu.au


Course Description

This unit describes the skills and knowledge required to develop an advertising campaign in response to an advertising brief, including clarifying and defining campaign objectives, preparing the advertising budget, and scheduling.

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


Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBADV602 Develop an advertising campaign

Elements:

1 Define campaign objectives

2 Prepare advertising budget

3 Develop schedule for proposed advertising activities


Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to develop an advertising campaign in response to an advertising brief, including clarifying and defining campaign objectives, preparing the advertising budget, and scheduling.


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

Evidence of the ability to:

  • develop an advertising campaign which meets the advertiser’s purpose and objectives as specified in the advertising brief, including:
    - specified timelines for task completion
    - resource requirements
    - budgetary allocations and justifications.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • explain principles of effective advertising for different markets
  • describe contents of advertising briefs
  • define what is meant by industry, services, products and organisation
  • outline and describe ethical requirements relevant to the advertising industry
  • identify organisational products or services
  • explain principles and purposes of advertising, consumer behaviour, and influences on buyer behaviour
  • identify and give an overview of key provisions of relevant legislation, codes of practice and national standards affecting business operations.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.