# Course Title: Perform media calculations

## Part B: Course Detail

Teaching Period: VE 2016

Course Code: MKTG7902C

Course Title: Perform media calculations

Campus: City Campus

Program: C4360 - 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 describes skills and knowledge required to calculate media costings, perform media ratings using mathematical techniques, and present findings.

It applies to individuals in an entry-level position in a media buying 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: BSBADV405 Perform media calculations Element: 1 Evaluate advertising media budget Performance Criteria: 1.1 Research and define media terminology 1.2 Categorise media costs 1.3 Calculate costings for selected media 1.4 Investigate and calculate agency service fees Element: 2 Calculate electronic media rating points Performance Criteria: 2.1 Determine reach and effective reach for each advertising media 2.2 Determine and present identified qualitative and quantitative attributes of media Element: 3 Apply mathematical functions to advertising media tasks and problems Performance Criteria: 3.1 Calculate percentage shares and variations 3.2 Apply index numbers to a media situation 3.3 Perform calculations on simple index numbers 3.4 Calculate international currency conversions 3.5 Calculate the mean, average and weighted average of selected media data Element: 4 Present media calculations Performance Criteria: 4.1 Use electronic spreadsheets to perform media calculations 4.2 Clearly present data on selected media

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to calculate media costings, perform media ratings using mathematical techniques, and present findings.

Details of Learning Activities

In class discussion and debate, research case study activities and relevant work related assessments.

Teaching Schedule

 Week Date Topic Assessments 1 w/c Feb 8 Introduction to the course including: • Program overview and requirements • MyRMIT/Blackboard • Overview of assessment requirements • Pre-Training Review including: Recognition of Prior Learning and Credit Transfers. Assessment of current skills and knowledge • Competency/Grading Criteria • Plagiarism • Appeals • Extensions • Feedback • Privacy • Submission requirements • Resubmission policy • Where to get support • Student responsibilities Student engagement activity The changing face of media/ introduction to media planning 2 Feb 15 Understanding the media: On line advertising: calculating ad costs: metrics: strengths/weakness. 3 Feb 22 Understanding the media:Television: Overview: metrics: delivery: costing and cost efficiencies. How viewers become ratings. 4 Feb 29 Understanding the media:Magazines & newspapers: Overview: metrics: evaluating costs 5 Mar 7 Understanding the media:Radio: listening: understanding ratings: Costs. Reach and frequency.  Full briefing for Assessment 2  - Full requirements for assessment 2 assessment. 1st  revision weeks 1-5 6 Mar 14 Media scheduling: using schedules for media activity Note March 14  Public Holiday, Labour day 1st Assessment Task  Online/written Quiz 7 Mar 21 Understanding the media:Cinema overview: metrics: costing: Newspapers now and in the future Resubmissions for Assessment 1. Mar 28 Semester Break: Easter Mar 28-Apr 1 8 Apr 4 Using budgets to determine media selection:How to write a report; Qualitative and Quantitaive approaches to media selection 9 Apr 11 Understanding the media:Out of home media: Overview: metrics and discussion 10 Apr 18 How the agencies make money: Agency service fees. Review key measurements methods 11 Apr 25 Rationalising media choices and recommendations: Final revisions for assessment 2. Assessment Task 2 due Written report 12 May 2 Legal & Ethical. Rules & codes governing business and advertising including ethics 13 May 9 Instore media: How the retailers control more media dollars. Using media for sales promotions. 14 May 16 Review unit learning and discussion. Preparation for final assessment. 15 May 23 Latest Radio & TV ratings 3rd and final Assessment Task due. Online/written quiz 16 May 30 Interviews/Assessment feedback/ last date for any Resubmissions

Learning Resources

Prescribed Texts

 Learning material supplied.

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:

• use mathematical techniques to calculate and present media costings and electronic media ratings to advertise a product or service
• use appropriate technology.

Knowledge Evidence

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

• identify sources of media and comparative data
• explain media calculation principles and practices
• explain functions used in software packages to perform media calculations
• identify and explain key provisions of relevant legislation, codes of practice and national standards affecting advertising
• describe ethical principles that apply to advertising.

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.

Students are required to achieve competency in each of the three assessments to be deemed competent in this course.

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 an online/written 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 – Report / Research Assessment
Date handed out:  Week 5
Date and time due:  Week 11
Group or Individual:  Groups of two

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 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 ( 1000  words maximum) including tables of costing, media recommendations and justification for media selection and budget allocated. Full briefing for this task will be avialbe during the semester.

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 an online/written 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

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.

Assessment Matrix

Marking Guide (Competency):

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

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

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.

Other Information

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.
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.