Course Title: Buy and monitor media
Part B: Course Detail
Teaching Period: Term1 2012
Course Code: MKTG5818C
Course Title: Buy and monitor media
School: 650T TAFE Business
Campus: City Campus
Program: C4227 - Certificate IV in 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
Nominal Hours: 40
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 in an entry level position in a media planning or buying role within an advertising team or media organisation who are responsible for planning, buying and evaluating media selected to convey advertising communication messages.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBADV406A Buy and monitor media |
Element: |
1. Plan the purchasing of media 2. Buy media 3. Evaluate media performance |
Performance Criteria: |
1.1.Confirm the requirements of the advertising brief |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to confirm the requirements specified in a media plan, to conduct negotiations when buying media and to compare actual media performance against media plan objectives.
Details of Learning Activities
Students must demonstrate an understanding of all elements of competency to be deemed competent.
A range of assessment methods are used to assess practical skills and knowledge, for example:
· analysis of responses to case studies and scenarios
· assessment of written reports on media performance
· direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
· oral or written questioning to assess knowledge of relevant legislation, codes of practice and national standards that impact on business operations
· reports containing an evaluation of media market conditions
· reports containing evaluation of media costing data
Teaching Schedule
Week |
Week Commencing |
|
Topic |
Important info / Assessment Info |
1 |
6 February 2012 |
Program Introduction |
· In-class Task 1 (Individual) |
|
2 |
13 February 2012 |
Stage 1: Planning to purchase media |
· Introduction to media; and the regulations/laws impacting the advertising industry · Target audience profiling - Demographic, psychographic and media consumption profiling
|
· Individual Task 1 Feedback
|
3 |
20 February 2012 |
· Marketing communication overview · Media objectives - Reach, Frequency, Continuity · Marketing Objectives - Sales, Volume, Share, Profit · Relationship between marketing and media objectives
|
· Assessment 1 instructions · In-class Task 2 |
|
4 |
27 February 2012 |
· Introduction to and review an advertising brief · Introduction to media and creative strategies
|
· In-class Task 3 |
|
5 |
5 March 2012 |
· Media Scheduling · Media Budgeting · Complete work on Assessment 1
|
· In-class Task 4 |
|
6 |
12 March 2012 |
Stage 2: Buying Media |
· Reviewing a market - Media environment (political, editorial and techonological) - Competitors
|
· In-class Task 5 |
7 |
19 March 2012 |
· Working with media suppliers - Negotiating media - Performance guarantees - Leveraging media placement and added value for your client
|
· In-class Task 6 |
|
8 |
26 March 2012 |
· Reviewing the plan |
· Group Assessment due · In-class Task 7 |
|
9 |
2 April 2012 |
Stage 3: Evaluating Media Performance |
· Measuring media - cost per Target Audience Rating Points (TARPS) - Cost Per Thousand (CPM). day parts, opportunity to see, responses, run of station, zones
|
· In-class Task 8 |
Mid Semester Break |
Thursday 5th April to Wednesday 11th April 2012 (inclusive) |
|||
10 |
16 April 2012 |
· Measuring media - cost per Target Audience Rating Points (TARPS) - Cost Per Thousand (CPM). day parts, opportunity to see, responses, run of station, zones
|
· Feedback of Assessment 2 · Reassessment 2 · In-class Task 9 |
|
11 |
23 April 2012 |
· Evaluating performance |
· In-class Task 10 |
|
12 |
30 April 2012 |
· Comparing response rates of campaign - Brand metrics (brand tracking) - Media metrics (TARPs) - Sales metrics (conversion) · Client Return on Investment
|
· In-class Task 11 |
|
13 |
7 May 2012 |
· Planning adjustments
|
· In-class Task 12 |
|
14 |
14 May 2012 |
· Considering alternative plans |
· In-class Task 13 · Individual Portfolio due |
|
15 |
21 May 2012 |
· Final report preparation |
· Individual Assessment due |
|
16 |
28 May 2012 |
· Semester Feedback · Grades review individually with students |
· Reassessment of Individual Assessment · Feedback Assessment |
|
17 |
4 June 2012 |
· Feedback and any remaining reassessments from the semester · Last opportunity for grade amendments Note: These will only take place during the normal scheduled class time |
Learning Resources
Prescribed Texts
References
Other Resources
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
Assess. | Title | Due | Element | |||
1 | 2 | 3 | ||||
1 | Individual Portfolio |
In-class and during self-instructed learning. Students will be provided during class time several topics relating to the planning, buying and evaluating media. They are required to post a reflection journal for each topic throughout the semester. |
Weeks 2-12 |
x | x | x |
2 | Group Assessment |
In-class and during self-instructed learning. Based on an advertising brief provided, students will construct a response to the brief by planning the appropriate media. |
Week 8 | x | x | |
3 | Individual Assessment |
In-class and during self-instructed learning. Students will be required to review a case provided to them and respond with relevant improvements. |
Week 14 | x | x | x |
Assessment Matrix
Course Overview: Access Course Overview