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

  • Course delivery details
  • Assessment details and Assessment Task & Feedback Guide

Overview of Advertising Industry

  • Introduction to the AdvertisingIndustry
  • Terms used frequently in Advertising
  • Roles in the Advertising Industry
  • Linkage between advertiser, target audience and media
  • Legislations impacting the media industry

 

Overview of Blackboard and where to find Learning & Assessment materials

2

11 July

 

Introduction to Media planning

  • Steps in the media planning process
  • Industry presentation

 

Agency Presentation

3

18 July

Magazines

  • Strengths,Weaknesses,Readership,Circulation,AdSizes
  • MediaCalculation–measurement and costing(CPM)
  • Negotiating Magazine
  • Comparing Magazine and Newspapers
  • Online resources for magazine(Publishers,BAM,etc)
  • CostingMagazine

MediaSchedule(Scheduling print media-magazine and newspaper)

 

Agency Presentation

4

25 July

Newspapers

  • Strengths,Weaknesses,Readership,AdSizes
  • Media Calculation–measurement and costing(CPM)
  • Negotiating newspapers
  • Online resources Introduction toConsumer Profiling for Media(using on line geo-demographic profiling tools)    

Discussion regarding   Assessment1- Individual Quiz next week

Agency presentation

5

1 August

Television

  • Strengths,Weaknesses,Ad lengths,Ratings
  • Media Calculation(TARPs)
  • Negotiating Television buys
  • Online resources for Television(thinkTV,OzTametc)
  • Media Schedule(listingTARPs,spots etc)
  •  Introduction to media analysis–Consumer Profiling(Demographics,ValueSegments andSegmentationVariables)    

Assessment 1–Individual

Online Quiz1

CoversNewspaper,Magazine and Legal requirements applicable to the advertising industry.

Feedback provided instantly online

6

8 August 

Radio

  • Strengths,Weaknesses,Buying RadioTime,Average/ Cume, Radio syndication and combinations, Ad lengths, Costs)
  • Media Calculation(Reach,Frequency,CPM)
  • Online (Nielsen ratings, CRA etc)
  • Media Schedule(Scheduling radio)

Assessment 1–Individual

Online Quiz 2

Covers Television

Feedback provided instantly online

7

15 August

Internet

  • Weaknesses, Ad sizes and formats
  • Media Calculation (CPC, CPM, CPA etc)
  • Online resources for Internet (AIMIA, IAB etc)
  • Evaluation & measurement

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

  • Media Process
  • Evaluating Media Performance
  • Negotiating overview

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

  • Strengths,Weaknesses,Ad sizes and format
  • MediaCalculation-costing
  • Online Resources forCinema(Val Morgan) and OOH Move Ooh APN etc
  • Media Schedule(Scheduling 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