Course Title: Perform media calculations
Part B: Course Detail
Teaching Period: Term1 2014
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: |
4. Present media calculations |
Performance Criteria: |
4.1. Use electronic spreadsheets to perform media calculations |
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 |
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
In class discussion and debate, research case study activities and relevant work related assessments
Teaching Schedule
| week | Date | Topic |
| 1 | 10 Feb | Course Induction • Course overview • Overview of weekly learning • Reading material and assessment timings Student engagement activity The changing face of media/ introduction to media planning |
| 2 | 17 Feb | On line advertising: calculating ad costs: metrics: strengths/weakness. |
| 3 | 24 Feb | Television: Overview: metrics: delivery: costing and cost efficiencies. How veiwers become ratings. |
| 4 | 3 Mar | Magazines & newspapers: Overview: metrics: evaluating costs |
| 5 | 10 Mar | Radio: listening: understanding ratings: Costs. Reach and frequency. Assessment 2 full briefing - students must attend to understand requirements for this assessment. Public holiday Monday March 10 |
| 6 | 17 Mar |
Media scheduling: using schedules for media activity 1st Assessment in tutorial time. Quiz |
| 7 | 24 Mar |
Cinema overview: metrics: costing: Newspapers now and in the future Resubmissions for Assessment 1. |
| 8 | 31 Mar | Using budgets to determine media selection: How to write a report. Qualitative/Quantitative approaches to media. |
| 9 | 7 Apr | Out of home media: Overview: metrics and discussion |
| 10 | 14 Apr |
How the agencies make money: Agency service fees. Review key measurement methods. Public holiday Friday April 18 |
| Mid Semester Break | ||
| 11 | 28 Apr |
Rationalising media choices and recommednations: FInal revisions for assessment 2. Assessment 2 due |
| 12 | 5 May | In store media: How the retailers control more media dollars. Using media for sales promotions. |
| 13 | 12 May | Legal & ethical. Rules & codes governing business practices |
| 14 | 19 May |
Review unit learning and discussion. Preparation for final ssessment. |
| 15 | 26 May |
Latest Radio & TV ratings 3rd and final assessment in tutorial time. Online/written quiz |
| 16 | 2 June | Interviews/Assessment feedback/ last date for Resubmissions |
Learning Resources
Prescribed Texts
No formal texbook is required. Texts will be provided by RMIT |
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, 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
Students need to achieve competency in each of the three assessments to be competent in this course.
Assessment Task 1 – Test
Date handed out: Week 6
Date and time due: Week 6
Group or Individual: Individual
Purpose: This assessment will allow you to demonstrate the skills and knowledge learnt in the first five weeks of class in a time pressured environment.
Requirements: This assessment will be in the form of a quiz which will be conducted in class time and include written answers, multiple choice questions, definitions and calculations. This assessment is closed book and one hour is allotted for completion.
Assessment Task 2 – Case Study / Research Assessment
Date handed out: Week 5
Date and time due: Week 11
Group or Individual: Individual
Purpose: This assessment will allow you to take on the role of the media manager in an advertising agency, and demonstrate your proficiency in a simulated work context.
Requirements: You have been approached by the manger 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.
Assessment Task 3 – Test
Date handed out: Week 15
Date and time due: Week 15
Group or Individual: Individual
Purpose: This assessment will allow you to demonstrate the skills and knowledge learnt during the semester in a time pressured environment.
Requirements: The 3rd assessment 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 units learning outcomes. This assessment is closed book and one hour is allotted for completion.
Submission requirements:
Assessment tasks must be submitted online through blackboard.
You must:
• Retain a copy of your assessment tasks.
• 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 work for assessment is available on blackboard.
• For group assignments - all group members must complete and sign the cover sheet.
• Each page of your assessment you should include footer with your name(s), student number(s), 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.
Resubmissions:
If you are found to be Not Yet Competent 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.
Final Date for All Assessments:
Unless the Late Submission Procedures (see above) are applied, No assessment tasks or resubmissions will be accepted after 5pm Friday, Week 16.
Assessment Matrix
Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.
You need to demonstrate you are competent in each element of the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.
You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you demonstrate:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.
Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction
Other Information
Submission Requirements for all assessments:
Assessment tasks need to be submitted via Blackboard. A hard copy may be required as well but where possible all assessments must also be submitted electronically
Format:
Work to be saved in a word doc or .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.
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.
Late submissions
If circumstances outside your control are likely to prevent you from submitting an assessment item on time, you may apply to your teacher for an extension of up to seven calendar days.
You must apply for an extension at least one working day prior to the submission deadline.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
Special Consideration
Extensions of greater than seven days will only be granted to eligible students through the special consideration process. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Course Overview: Access Course Overview