Course Title: Perform media calculations
Part B: Course Detail
Teaching Period: Term2 2012
Course Code: MKTG5829C
Course Title: Perform media calculations
School: 650T TAFE Business
Campus: City Campus
Program: C4228 - Certificate IV in Marketing
Course Contact : Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email:timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Gail Scowcroft
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 buying role within an advertising team or media organisation who conduct media calculations to provide quantitative analysis of the effectiveness of advertisements.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBADV405A Perform media calculations |
Element: |
1. Evaluate advertising media budget |
Performance Criteria: |
1.1. Research and define media terminology |
Element: |
2. Calculate electronic media rating points |
Performance Criteria: |
2.1. Determine reach and effective reach for each advertising media |
Element: |
3. Apply mathematical functions to advertising media tasks and problems |
Performance Criteria: |
3.1. Calculate percentage shares and variations |
Element: |
4. Present media calculations |
Performance Criteria: |
4.1. Use electronic spreadsheets to perform media calculations |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to calculate media costings, to perform media ratings using mathematical techniques and to present resultant findings.
Details of Learning Activities
Students will be able to analysis a media plan , knowing how media companies calculate the cost of advertising
The key elements are REACHING your target market as FREQUENTLY as the budget will permit
This course will enable students to not only prepare media schedules but more importantly understand how schedules are prepared
Teaching Schedule
WEEK W/C TOPICS
0 June 25 Course overview/ Student Engagement activity
1 July 2 The changing face of media/introduction to media planning
2 July 9 The Internet: Overview: metrics: costing
3 July 16 Television: Overview: delivery: metrics: future
4 July 23 Magazines: Overview: metrics: costing
5 July 30 Student Study Break
6 August 6 Radio: Metrics: costing: 1st assessment in class time: Quiz/test: Resubmissions week 9
7 August 13 Cinema: Overview: discussion and measurement
8 August 20 Newspapers: Metrics: costing: future
August 27 Mid Semester Break
9 September 3 Reach and frequency /Qualitative and quantitative approaches to media
10 September 10 Out of Home media: Overview: metrics: discussion
11 September 17 Agency service fees: Review key measurement methods
12 September 24 Using budgets to determine media choices
13 October 1 In store advertising: Overview and discussion.2ndassessment due. Written report: Resubmissions week 15
14 October 8 Sales promotions: Overview and discussion
15 October 15 Review unit learning; key metrics and discussion
16 October 22 3rd Assessment in class time Quizz/ test Resubmits week 17
17 October 29 Resubmits Ass 3
Learning Resources
Prescribed Texts
Students are provided with reading material online. Further readings will be added as the unit progresses in the form of class/lecture slides and practical work sheets. Students are expected to review the weekly course activity as it is uploaded. |
References
Other Resources
NA
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, for example:
- analysis of responses to case studies and scenarios
- assessment of written reports on media calculations
- demonstration of media rating and mathematical techniques
- direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
- observation of demonstrated techniques in calculating media ratings and advertising media problems
- oral or written questioning to assess knowledge of software packages for media calculations
- review of media calculations spreadsheets.
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
Assessments
There will be 3 tasks for assessment. You must successfully complete all 3 tasks to be deemed competent in this unit.
Assessment 1 (Conducted in class time in Week 6)
This test will be in the form a quiz and will include multiple choice questions, media calculations and written answers. You must provide evidence of the ability to cost and provide knowledge on the various media formula’s and the media tools that determine the viability of a media plan.
To be deemed competent in this assessment you must be able to:
• Identify and define media terminology
• Calculate costing/s for selected media
• Determine the cost efficiency of selected media
• Apply index numbers to a media situation
• Calculate mean and percentage shares
Assessment 2 (Due Date Tuesday October 2 Week 13)
For this assessment task you are the media manager in an advertising agency. You have been approached by the manager of an online marketing company and asked to evaluate the viability of embarking on an awareness raising and direct action campaign in other media.
This task will be presented in a report format (1500 words maximum) including tables of costing, media recommendations and justification for media selection and budget allocated. Further information for this assessment will be provided in Week 8.
To be deemed competent in this task you must be able to:
• Clearly present data on selected media and media options
• Determine and present identified qualitative and quantitative attributes of media
• Determine the cost efficiency of selected media
• Calculate costing for selected media
• Calculate agency service fees
• Determine reach and frequency levels
• Calculate percentage shares and variations
• Use an electronic spreadsheet to perform media calculations
Assessment 3 (Conducted in class time Week 16)
This test will be in the form of a quiz that will include multiple choice questions, media calculations, definitions and written answers. It will cover the whole unit learning. To be competent in this task you must be able to:
• Identify and define media terminology
• Calculate costing/s for selected media
• Determine the cost efficiency of selected media
• Apply index numbers to a media situation
• Calculate mean and percentage shares
• Calculate international currency conversions
• Clearly present data on selected media and media options
• Determine and present identified qualitative and quantitative attributes of media
• Calculate agency service fees
• Determine reach and frequency levels
• Calculate percentage shares and variations
Assessment Matrix
NA
Other Information
NA
Course Overview: Access Course Overview