Course Title: Evaluate campaign effectiveness

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7925C

Course Title: Evaluate campaign effectiveness

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

             

Joseph Matthews

joseph.mathews@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 describes the skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been achieved.

It 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:

BSBADV605 Evaluate campaign effectiveness

Element:

1 Develop a campaign evaluation strategy

Performance Criteria:

1.1 Ensure evaluation strategy defines standards and measurements to assess effectiveness of advertising, and identify improvements
1.2 Establish a strategy which contains specific performance standards for each element of advertising campaign, as well as overall outcome
1.3 Ensure strategy includes evaluation of legal and ethical standards acceptable for advertisement/s
1.4 Include processes in strategy for correcting advertisement/s that do not meet legal and ethical standards

Element:

2 Implement campaign evaluation strategy

Performance Criteria:

2.1 Evaluate expenditure data to determine effectiveness of campaign in relation to the budget
2.2 Evaluate media program to determine performance against media plan objectives
2.3 Evaluate creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement
2.4 Evaluate interactive effect of all elements in the advertising campaign to determine overall effectiveness of the advertising campaign

Element:

3 Utilise advertising effectiveness data

Performance Criteria:

3.1 Use results of evaluations of advertising effectiveness in analysis and planning phase for subsequent advertising
3.2 Use expenditure information to improve the budget planning process
3.3 Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy
3.4 Use media performance information to determine whether alternative media approaches would yield better results
3.5 Use differences between planned and actual accomplishments to define problems to be addressed in next planning phase


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 and implement a campaign evaluation strategy to determine whether advertising objectives have been achieved.


Details of Learning Activities

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.
We expect you to participate and contribute in all scheduled learning activities.


Teaching Schedule

 

This course is clustered, co delivered and co-assessed with BSBADV605 (MKTG7924C) Execute an advertising  campaign




 

WeekWeek CommencingTopics Assessment
 
1 Feb 8Course Introduction
           
Introduction to the Course including:
• Course requirements
• Course support documents
• Course Blackboard access
• Accuracy of enrolment
• Assessment requirements/Cover Sheets
• Reminder re Plagiarism
• Reminder re Appeals
• Extensions/Resubmissions
• Feedback in this course
• Reminder re submission requirements
• Getting help

             


 
 
 2 Feb 15Writing a ‘Campaign Brief’ – Guest speaker (TBC)

 
 
 3 Feb 22 The role of advertising in marketing communications

 
 
 4 Feb 29

 Industry skills and expectations- Guest speaker (TBC)



 
 
 5 Mar 7          Business objectives and Advertising objectives  Assessment 1 due
 6

 Mar 14

Labour day mon

 Campaign planning - Scope & Stakeholders

 
 
 7 Mar 21 Campaign planning - Timing & Budgets

 
 
   Easter break march 24 - April 3 inclusive

 
 
 8 April 4 Campaign planning – Writing the Plan

 
 
 9 April 11            Social responsibility, ethics and legal compliance

 



 
 
 10 April 18 Campaign monitoring - Risks & Contingencies

 
 
 11 April 25

 Presentations 



 
 
 12 May 2 Workshop – Writing the Campaign Execution Plan

 
 Assessment 2 due
 13 May 9

 Measuring campaign effectiveness - metrics



 

 

 14 May 16 Measuring campaign effectiveness - metrics

 
 
 
 15 May 23 Presentations – Campaign effectiveness reporting

 
 
 16 May 30 Workshop – Report writing

 
Assessment task 3 due
   

 
 
  

 



 
 
  

 



 
 
  


 
 
             

 
 
  

 



 
 
   

 
 
   

 
 
   

 
 
  

 



 
 
   

 
 
   

 
 
   

 
 


Learning Resources

Prescribed Texts


References


Other Resources

There is no additional text for this subject.


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:

  • develop and implement an evaluation strategy for an advertising campaign, ensuring the campaign:
    - defines standards and measurements
    - adheres to legal and ethical standards
    - adheres to budget requirements
  • analyse evaluation data to develop and document recommendations for improvement in future campaigns.

Knowledge Evidence

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

  • describe organisational budget planning process
  • describe and explain techniques for evaluating advertising effectiveness and managing campaign contingencies
  • identify key provisions of relevant legislation, codes of practice and national standards affecting advertising
  • identify specifications in advertising, creative and media briefs.

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

This course is co-delivered and co-assessed with MKTG7924C Execute an ad campaign and MKTG7925C evaluate an ad campaign

ASSESSMENT TASK 1
This task requires students to research a business and write an Advertising Campaign Brief.

This is an individual assessment task, worth 10% of the student’s total grade

ASSESSMENT TASK 2
This task requires students to prepare and present a comprehensive Advertising Campaign Execution Strategy Plan, based on the Advertising Campaign Brief sourced from Assessment Task 1.

This is a ‘paired’ or individual task, worth 60% of the student’s total grade.


ASSESSMENT TASK 3
This task requires students to prepare and present an Advertising Campaign Evaluation Report, based on the campaign from Assessment Task 2.

This is a ‘paired’ or individual assessment task, worth 30% of the student’s total grade.

Submission Requirements

You should:

• Ensure that you submit assessments on or before the due date. 
• 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.  On the cover sheet you declare that the work you are presenting for assessment is your own work.  An assignment cover sheet for submission of each assessment task is available on blackboard.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers.   For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

<Add any additional requirements>
Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.  <check links are still current>
More Information:  http://www.rmit.edu.au/students/assessment/extension
Form to use:  http://mams.rmit.edu.au/seca86tti4g4z.pdf
Where an extension of greater than seven days is needed, you must apply for special consideration.  Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination. <check links are still current>
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.  The highest grade you will receive if your resubmission is successful is “CAG”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website: <check link is still current>
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

Marking Guide (Competency):

You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.


Marking Guide (Grading)

After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:


CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment


Further information regarding the application of the grading criteria will be provided by your teacher.


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