Course Title: Manage advertising production

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7923C

Course Title: Manage advertising production

School: 650T Vocational Business Education

Campus: City Campus

Program: C6146 - 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

Lecturer: Michelle Lackenby
Emailmichelle.lackenby@rmit.edu.au
Available during scheduled teaching days

Nominal Hours: 70

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 describes the skills and knowledge required to manage advertising production of electronic and print advertising. It includes planning and directing the advertising production process, evaluating and selecting suppliers, and evaluating the final production of the advertisement according to the creative brief.

This unit applies to individuals working in a senior advertising management, advertising production or account management role within an advertising or media organisation.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV603 Manage advertising production

Element:

1 Plan production process for advertisements

Performance Criteria:

1.1 Confirm timing and budgetary requirements for creative and production work
1.2 Assess creative brief and identify factors that influence the production process
1.3 Investigate and determine production processes to suit the advertising brief, creative work and advertising medium
1.4 Determine specifications to suit both the advertisement and production process
1.5 Schedule pre-production work to meet production and post-production requirements
1.6 Plan a production schedule to meet requirements of advertising brief and media plan

Element:

2 Evaluate and select suppliers

Performance Criteria:

2.1 Identify suppliers for each element in production process
2.2 Assess suppliers in terms of their expertise and capacity to meet production, budget and schedule requirements
2.3 Base choice of suppliers on merit and value for money and their capacity to meet legal and ethical requirements
2.4 Brief and gain agreement from suppliers on production, schedule and process requirements

Element:

3 Direct advertising production process

Performance Criteria:

3.1 Integrate management of all aspects of production process to meet requirements of the advertising brief and schedule
3.2 Involve creative specialists in production process to solve creative problems and to advise on creative changes to ensure resulting advertisement is consistent with objectives and positioning for the product or service
3.3 Ensure outputs from production process meet requirements of the production schedule, creative brief and media plan and meet legal and ethical requirements

Element:

4 Evaluate advertising production

Performance Criteria:

4.1 Evaluate quality and cost-effectiveness of production processes and report against requirements of the creative brief
|4.2 Ensure evaluation processes are valid and measure quality against standards established in the creative brief
4.3 Evaluate final advertisement in relation to requirements of the creative brief


Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to manage advertising production of electronic and print advertising. It includes planning and directing the advertising production process, evaluating and selecting suppliers, and evaluating the final production of the advertisement according to the creative brief.


Details of Learning Activities

 Practical activities, case studies and class discussion as well as work relevant assessments.


Teaching Schedule

 

weekw/cTopicAss
 1 8th Feb

 Course Introduction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities

Students will be given a course  software revision class and print terminology quiz of terms learned from Monitor Advertising Production.

 
 215th Feb

 Industry  Briefing on assessment 1- Client Brief
 

  • Students working in groups to establish client, job roles and production needs to complete assessment.
  • Students will be given a scheduling document to work out who is responsible for each stage in production timeline.

Working on Assessment 1

 Assessment 1
 3 22nd Feb
  • Demonstration of the techniques required to create photographic images and Storyboard panels for an Electronic Advertisement. Sequential still art review of storyboards and their cinematic foundations
  • Create a proof of concept animatic for a television commercial (TVC)
  • Review TVC’s and other promotional material related to the brief
  • Determine specifications to suit both the advertisement and production
  • process. Discuss concept development and the process of targeting
  • messages to achieve a desired outcome.
  • Budgeting and scheduling a TVC

     Software - After effects intro
 
 4 29th Feb Television post production

Software - After effects
 
 5 7th March

Viral applications of TVC
Software - After effects

 
 6 14th March

 Working on Assessment 1 in groups.
 

 
 7a 21st Marchassessment 1 checkpoint and one on one consultation with lecturer for feedback 
 24th-30th MarchMid-Semester Break 
7b   
 8 4th April

 Software- Tutorials
Lecture: outsourcing work and working with production houses

 
 9 11th April

 Presentation of assessment 1 to Panel.
Students will be given a time to come in and present to a panel their campaign.
Folio and presentation Boards to be submitted after presentation. Softcopy PDF to be loaded by 5pm.
 

 Assessment 1
Due 

 10 18th April Industry Briefing on assessment 2- Client Brief

Students working in groups od 2 but will be marked individual on their contribution to assessment

 Assessment 2

Handed out

 11 25th April

 Lecturer: Timelines for production areas and troubleshooting

Software: Turorials

 
 12 2nd May Working on Assessment 2 in groups. Feedback and consultations from the lecturer 
 13 9th May Working on Assessment 2  and practicing presentations 
 14 16th May  Presentations to client 
 15 23rd May Presentations to client Assessment 2 due
 16 30th May Resubmissions 


Learning Resources

Prescribed Texts


References


Other Resources


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

You must provide evidence of the ability to:

  • manage production of at least TWO advertisements, including:
  • - electronic
  • - print
  • plan production schedules in association with others
  • select appropriate suppliers
  • evaluate final advertisements.

Knowledge Evidence

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

  • identify organisational budget, product and/or services
  • explain contents of advertising and creative briefs, and media plans
  • describe printing, television, film and video production processes
  • outline ethical requirements of the advertising industry
  • identify and give an overview of key provisions of relevant legislation, codes of practice and national standards affecting business operations
  • explain how to use software and operate equipment used in advertising production processes.

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.


Assessment Tasks

 

Ass 1
Group Assessment
Campaign:  Industry provided
Due: Week 9

Assessment Tasks

Students are required to produce a campaign folio from concept to finished art, budget and scheduling from Industry Brief supplied.
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: Soft copy to BB and printed folio to Lecturer.
Work to be saved in 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.

Instructions:

• Students will be provided a client brief Week 2
• Week 2 Students be briefed by Mc canns Advertising Agency . ALL students must attend Briefing
• Due to ongoing evaluation and technical considerations students should attend all scheduled classes
• Students are required to complete the planning, direct, monitor, manage and evaluate the production of a  campaign.
• The assessment is accessed through the Blackboard / Assessments / Assessment 1- King Gee
 

Ass 2
Groups of 2  Assessment (parts to be submitted individually )
Campaign: Industry provided
Due: Week 15

Assessment Tasks

Students are required to produce a campaign folio from concept to finished art, budget and scheduling from Industry Brief supplied.
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: Soft copy to BB and printed folio to Lecturer.
Work to be saved in 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.

 


Instructions:

• Students will be provided a client brief Week 10
• Week 10 Students be briefed  by industry representive . ALL students must attend Briefing
• Due to ongoing evaluation and technical considerations students should attend all scheduled classes
• Students are required to complete the planning, direct, monitor, manage and evaluate the production of the interactive campaign.
• The assessment is accessed through the Blackboard / Assessments / Assessment 2- title of campaign to go here

 

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 or as instructed by your teacher 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.

Course Overview: Access Course Overview