Course Title: Buy and monitor media
Part B: Course Detail
Teaching Period: Term2 2016
Course Code: MKTG7939C
Course Title: Buy and monitor media
School: 650T Vocational Business Education
Campus: City Campus
Program: C4384 - Certificate IV in Marketing and Communication
Course Contact: Julia Makin
Course Contact Phone: +61 3 9925 5175
Course Contact Email: julia.makin@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Gail Scowcroft
gail.scowcroft@rmit.edu.au
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 the skills and knowledge needed to confirm requirements specified in a media plan, conduct negotiations when buying media, and compare actual media performance against media plan objectives.
It applies to individuals in an entry-level position in media planning or buying 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: |
BSBADV406 Buy and monitor media |
Element: |
1 Plan purchasing of media |
Performance Criteria: |
1.1 Confirm requirements of advertising brief 1.2 Establish causal relationship between marketing communications and media objectives 1.3 Determine how creative strategy and execution will impact proposed media strategy 1.4 Identify how consumer insights relate to media consumption 1.5 Compare and contrast scheduling alternatives |
Element: |
2 Buy media |
Performance Criteria: |
2.1 Investigate and evaluate media market conditions 2.2 Conduct negotiations between suppliers for advertisement/commercial placements/spots 2.3 Obtain performance guarantees from media suppliers 2.4 Leverage placement value 2.5 Review proposed media plan against advertising objectives, schedules and budgets |
Element: |
3 Evaluate media performance |
Performance Criteria: |
3.1 Investigate pre and post media performance/ratings and make any necessary changes to the media plan as required 3.2 Evaluate media costing data to determine effectiveness in relation to return on investment 3.3 Compare actual media performance against media plan objectives 3.4 Compare direct and indirect response rates 3.5 Determine problems/opportunities in the planning and buying process from differences between planned and actual accomplishments 3.6 Modify existing media strategies, or investigate alternatives based on media performance data |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to confirm requirements specified in a media plan, conduct negotiations when buying media, and compare actual media performance against media plan objectives.
Details of Learning Activities
This course is co delivered with MKTG 7977C Review Media Options The learning activities are designed to provide an understanding of the media and media options and how to plan, negotiate and buy media for a particular product of service. A range of practical activities, scheduling tasks and case study responses combined with online quizzes are used to deliver this learning.
Teaching Schedule
Week |
Week Commencing |
Topics |
Assessment |
1 |
4 July |
Course Induction
Overview of Advertising Industry
|
Overview of Blackboard and where to find Learning & Assessment materials |
2 |
11 July
|
Introduction to Media planning
|
Agency Presentation |
3 |
18 July |
Magazines
MediaSchedule(Scheduling print media-magazine and newspaper)
|
Agency Presentation |
4 |
25 July |
Newspapers
|
Discussion regarding Assessment1- Individual Quiz next week Agency presentation |
5 |
1 August |
Television
|
Assessment 1–Individual Online Quiz1 CoversNewspaper,Magazine and Legal requirements applicable to the advertising industry. Feedback provided instantly online |
6 |
8 August |
Radio
|
Assessment 1–Individual Online Quiz 2 Covers Television Feedback provided instantly online |
7 |
15 August |
Internet
Media Schedule (Scheduling internet)
|
Assessment 1–Individual Online Quiz 3 Covers radio Brief and formation of groups for Assessment 2 Agency Presentation |
8 |
22 August |
Buying and NegotiatingMedia
|
Assessment 1–Individual Online Quiz 4 Covers Internet Team work on assessment 2 |
|
Mid Semester Break: Monday 29 August –Friday September 2 |
||
9 |
5 September |
Cinema & OOH
|
Discussion regarding Assessment negotiation and observation for week 10
Team work on assessment 2 |
10 |
12 September |
Negotiating and buying media recap and preparation for Assessment requirements Revision of all media |
Online Quiz 5 Individual CoversCinema & OOH Assessment 3 Part A Negotiation & observation |
11 |
19 September |
Digital: Search, Display, SEO, Video Revision of course material Review of Group Assessment requirements (Report and Presentation) |
Assessment 2 Task –Group Preparation of media schedule Assessment 3 Part A Negotiation & observation |
12 |
26 September | Review of Group Assessment requirements (Report and Presentation) |
Assessment 3 Part A Negotiation & observation (if required) Team work on assessment 3 |
13 |
3 October |
Group Assessment Preparation, Review & Submission Preparation time for Group Presentation and Assessment |
Assessment 3 Part B & C– Group Report and Presentation due 11.59pm Friday |
14 |
10 October | Presentation of Group Assessment |
Assessment 3 presentations (All students must attend both weeks) |
15 |
17 October |
Group Assessment Presentation Presentation of Group Assessment |
Assessment 3 presentation(All students must attend both weeks) |
16 |
24 October | Resubmits, grades & any outstanding feedback |
|
Learning Resources
Prescribed Texts
No prescribed texts for this course. Learning material will be provided. Subscriptions to relevant e newsletters is recommended. |
References
Other Resources
No formal texts for this course
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 will be required to provide evidence of the ability to:
- analyse and execute an advertising brief
- work with schedules
- negotiate with suppliers
- create and evaluate a media plan and adjust as necessary
- identify potential problems and opportunities
- evaluate data to determine cost effectiveness.
Knowledge Evidence
To complete the unit requirements safely and effectively, the you must:
- identify economic, social and industry trends
- list industry products/services
- outline organisational structure/s and roles and responsibilities
- identify and explain key provisions of relevant legislation, codes of practice and national standards that affect advertising
- outline ethical principles related 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.
Assessment Tasks
Assessment 1–Task1
Task Description: On Line quizzes (5 in total)
Group or Individual: Individual 50%
Date handed out: Online Quizzes (5 in total) Week 1 Immediately at the commencement of the scheduled tutorial time – weekly schedule as per below
Weight: 50% (10% each quiz)
Purpose:This assessment has been developed to demonstrate the required underpinning skills and knowledge for the two units of competency. Specifically, the assessment focuses on a student’s ability to apply cognitive processes by demonstrating their ability to remember, understand and apply the content covered in weeks 1 to 10 inclusive.
Requirements: Students will be provided 30 minutes to complete a number of questions. The number of questions will vary for each quiz - however, no quiz will be less than 5 questions, or more than 15 questions. The questions will be based on previous lecture and tutorial materials, as well as self-paced learning activities instructed for the week under assessment. Students are required to bring a calculator in order to complete each quiz.
Details of Assessment:
The quiz will be held in the first 30 minutes of the tutorial time for the group. Below is the schedule of each online quiz:
Quiz 1 | week 5 | Print & legals |
Quiz 2 | week 6 | Television |
Quiz 3 | week 7 | Radio |
Quiz 4 | week 8 | Internet |
Quiz 5 | week 10 | Cinema & OOH |
All assessments are completed online within the Blackboard system. Students will be provided with a password to access the quiz. The quiz will automatically time out at the end of the 30 mins, regardless of how far through the quiz. Questions are drawn from a larger test bank.
You must achieve a minimum of 5 marks (50%) per quiz. Where a score below this threshold is achieve, the student is deemed as not yet competent. When not yet competent is received, Students will be provided ONE resubmit opportunity - for a maximum pass. The resubmit must be completed not more than 14 calendar days after the first attempt. A timing schedule for these will be available if required. Feedback is provided automatically at the submission of the quiz for correct answers.
Assessment 2-Task
Task Description: Media Schedule preparation
Group or Individual: Group
Date and time due: Week 11 Thursday 11.59pm
Weight: 10%
Purpose: This assessment will demonstrate the students scheduling abilities, which have been developed during the weekly learning material.
Requirements: Students will be given a brief and will prepare a schedule of media activity that reflects the requirements of a media placement brief. This schedule is to be uploaded to Blackboard in week 11.
Assessment 3–Task
Task Description: Media Brief
Date handed out: Week 7
Date and time due:
- Part A: Negotiation observation: Weeks 10, 11 and 12 during tutorial time (10%)
- Part B: Report Week 13, Friday 11.58pm (20%)
- Part C: Presentation Week 13, Friday 11.58pm Presentation will be delivered in Weeks 14 and 15 (10%)
Group or Individual: Group (4 students per group) Weight: 40%
Purpose: This assessment focuses on a student’s ability to review a media brief, by applying their knowledge and understanding gained through the course, and to extend themselves into a higher level of thinking by demonstrating their ability to analyse and evaluate the scenario and considering various courses of action – ultimately making a sound recommended course of action in response to the brief.
Requirements: In Week 7, students will form groups of 4 students. Each group will be provided with a brief to respond. By responding to the brief, students will be expected to provide a report that contains their evaluation and recommendation (not more than 2,000 words excluding Title Page, Table of Contents, Reference List and Appendix). Students will also be required to develop a 10 to 15-minute presentation detailing their recommendations. All students must equally contribute to the report, and all students must present on the day.
Details of Assessment: Case(s) will be made available to Students on the Blackboard in Week 7. The assessment has three parts:
Part A: Negotiation observation (weight 10%)
Students will be provided a media and a role (buyer or seller) for a particular media. Students will then negotiate individually on behalf of their group for the media the group wish to place into their media recommendation. The negotiations will take place during the scheduled tutorial class in Weeks 10,11 and 12 and will be recorded as an observation assessment.
Part B: Analysis Report (weight 20%)
As a group, students must produce a report of between 1,500 and 2,000 words that based on the brief supplied. The analysis contained in the report must show the evaluation of the situation, provide a review of all media alternatives considered and a fully justified media recommendation. It is expected that students will present the report to a professional level. It is therefore anticipated the content of the report will provide clearly articulated logical arguments, along with the appropriate use of tables and graphs to support evaluations, and rationale.
Part C: Presentation (weight 10%)
A presentation of between 12 and 15 minutes that summarises the report and pitches the recommendation to your facilitator (acting as the client). There will be 3 minutes for question time where fellow students and the facilitator will ask questions.
Both the report and the presentation is due on the same day for submission (Friday at 11.58pm in Week 13) regardless of when the presentation schedule for the group has been allocated. This is to ensure equity across groups. It is further important to note, that once the presentation is uploaded – this will be the presentation that will be used for the purpose of assessment – no changes can be made after submitting the presentation into Blackboard. Further instructions, along with a rubric for all parts can be located on Blackboard under Assessment
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. 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.
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.
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.
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 More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Course Overview: Access Course Overview