Course Title: Buy and monitor media
Part B: Course Detail
Teaching Period: Term2 2019
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: Felicity Burns
Course Contact Phone: +61 3 9925 5486
Course Contact Email: felicity.burns@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 clustered (co delivered and co assessed) with MKTG 7977C Review advertising media options.
This course is structured to provide students with the optimum learning experience. Students will participate in a
combination of group and individual learning activities. These activities will be provided through a combination
of face to face teacher/student deliveries plus classroom work time. Additional learning activities may also be
provided to students to complete outside of timetabled time.
Teaching Schedule
|
Week
|
Topic |
Assessments |
1 |
Course introduction: Overview of what is to come Introduction to media terms
|
Assessments in this course |
2 |
Ethics rules and Legislation in advertising Understanding the process of media planning Steps in the media planning and buying process Disrupters to the media landscape |
|
3 |
Introduction to the media –Print: Magazines & Newspapers Trends, Metrics and Terms How to evaluate and buy and schedule. Industry codes of practice & standards |
|
4 |
Introduction to the media –Radio Trends, Metrics and Terms How to evaluate and buy Survey data -what it means how to read
|
|
5 |
Introduction to the media –TV Media math, reach & frequency How to evaluate and buy TV Who’s watching ?
|
Assessment 1 Quiz 1 Print and Radio |
6 |
Introduction to media –Internet/Digital Trends, Metrics and Terms How to buy and schedule Display & Social |
Assessment 1 Quiz 2 TV |
7 |
Media planning and the project Brief for Assessment 2 & 3 How to complete the task. |
Assessment 1 Quiz 3 Internet/Digital |
8 |
Introduction to the media –Cinema & OOH Trends, Metrics and Terms How to evaluate and buy How to create a target persona |
Ass 3 Pit stop: Canvas upload your intro and review of past campaigns |
|
Mid semester break |
September 2 -7 |
9 |
Group Work on Assessment 3:
|
Assessment 1 Quiz 4 OOH & Cinema Ass 3 Pit stop: Canvas Upload target persona |
10 |
Group Work on Assessment 3 Constructing objectives |
|
11 |
Intro to Media Rate Negotiation Preparation for role play observation Assessment 2 |
|
12 |
Assessment 2 Media rate negotiation, role play observation Finalise the media schedule |
Assessment 2 Observation Role play |
13 |
Group work Finalise Assessment 3 |
Assessment 3 Written media report due |
14 |
Assessment 3 Group Presentations |
Student presentations |
15 |
Assessment 3 Group Presentations |
Student presentations |
16 |
Meetings, catch up’s, discussions, resubmissions |
|
17 |
Re submissions only |
|
Learning Resources
Prescribed Texts
References
Other Resources
All learning material will be provided by RMIT.
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
There are three assessment tasks in this course:
Assessment Task 1: Four( 4) Knowledge quizzes
The quizzes are individual assessment tasks.
Summary and Purpose of Assessment
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 your ability to apply cognitive processes by demonstrating your ability to remember, understand and apply the content covered in weeks 1 to 8 inclusive. This assessment task allows you to demonstrate your knowledge of each of the media topics which will form the foundation for completion of the subsequent assessment tasks.
Assessment Instructions
All quizzes are completed online within the Canvas system. Questions are drawn from the learning material delivered the generally the week prior. You need to complete all 4 quizzes satisfactorily, in order to be deemed competent for this assessment and course.
What and where
Each quiz will be completed online in class time and will test your knowledge of the media, including strengths and weakness, costing, measurement and relevant legislation and codes of practice. It is a closed book assessment.
The timetable for the quizzes is as follows:
Week 5 Quiz 1 Print& Radio
Week 6 Quiz 2 Digital
Week 7 Quiz 3 TV
Week 9 Quiz 4 OOH & Cinema
How
You will be assessed as satisfactory or not satisfactory in each quiz until all quizzes have been completed
If a not satisfactory is given for a quiz then you will be given a second attempt to complete the task. This will be done at a time prior to the commencement of the next Assessment task.
Assessment Task 2: Media cost negotiation & buying Role play
This is a practical assessment task in which you will be observed applying your media cost negotiation and buying skills. This will be done in week 12 in class time. This is an individual task done on behalf of a team. Notes and other resources are allowed.
Summary and Purpose of Assessment
Media negotiation is a key element to buying media on behalf of a client, product or service. The aim is to get a better deal for your client. This practical assessment will allow you to demonstrate your media negotiation skills in relation to a specific set of circumstances set out in a brief.
Assessment Instructions
You will be placed into groups during the tutorial of week 7 and allocated a project brief. You will use your knowledge gained from the weekly materials being delivered through the lecture and the tutorials to complete the task and therefore, student teams will be required to progressively work through the brief between weeks 7-11, in order to:
• Undertake media rate (cost) negotiations demonstrating your ability to carefully consider the media requirements for your client brief, identifying and negotiating the correct media and added incentives to fulfil the requirements of the brief.
What
You will be provided a media type and a role. You will take the role of a media buyer (buying for your project brief client) and a media seller( selling for a media company) for a particular media. You will then verbally negotiate individually on behalf of your team for the media the team wishes to place for their media report. This means that you have two negotiations: one as a seller and one as a buyer. Each role will have a different media.
Where
The negotiations will take place during the scheduled class in Week 12 and will be recorded as an observation assessment.
How
You will be assessed against the criteria as listed in the observation checklist on Canvas for this task and how well you answer any questions asked by your assessor. To achieve a satisfactory result you will need to address all criteria satisfactorily.
Assessment Task 3: Media report
Due Week 13: It is a task for groups of two people.
Purpose:
This assessment focuses on your ability to review and answer a media brief, by applying your knowledge and understanding gained throughout the course, and to extend yourself into a higher level of thinking by demonstrating your ability to analyse and evaluate a scenario and consider various courses of action – ultimately making a sound recommended course of action in response to the brief.
Assessment Instructions
Requirements:
- Prepare a written report (including a completed media schedule) of not more than 2,500 words
- Prepare & deliver a presentation of your report in week 14 or 15 (according to a given schedule) for 12-15 minutes.
What
In your group (pairs) you are required to prepare a written report based on the project brief and then present the outcome and a completed media schedule as the culmination of your endeavours. You will use your knowledge gained from the weekly materials being delivered through lectures and activities and further research to complete the task and you will work collaboratively with your partner to work through the brief in weeks 7-12.
You will be assessed against the criteria listed in the competency guide on Canvas for this task. To achieve a satisfactory result, you will need to address all criteria satisfactorily. You will be assessed as competent is this task once all of the criteria are satisfied adequately. If you receive a Not Satisfactory (NS) you will have the opportunity to resubmit any assessment that is deemed not satisfactory (one resubmit allowed per unit)
All assessment tasks must be completed satisfactorily to achieve coverall competency in this course.
Assessment Matrix
The competency assessment map that maps all the assessment tasks is available on CANVAS.
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmissions:
If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.
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:
Marking Guide (Competency):
Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:
Satisfactory
Not Satisfactory
DNS (Did not Submit)
There are 3 assessments for this course, students must be deemed satisfactory in all 3 assessments to be competent in this course.
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.
Course Overview: Access Course Overview