Course Title: Buy and monitor media

Part B: Course Detail

Teaching Period: Term2 2021

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: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@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 structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.



Teaching Schedule

Here you will find the weekly class schedule. Some minor changes might occur during the semester.


Week

Week Commencing

Topic

Assessments

O-Week 

5th July

THIS IS A NON-ATTENDANCE WEEK - YOUR TEACHER WILL PROVIDE YOU WITH INFORMATION

Course introduction: 

Overview of what is to come

Introduction to media terms

Important topics to understand

 

12th July

Research strategies & uses

Introduction to media planning


19th July

Ethics & Legislation affecting Marketing /Advertising

Introduction to the media –Print: Magazines & Newspapers

Industry codes of practice & standards

 

26th July

Introduction to the media –Radio

Media networking communities Roles and responsibilities Understanding codes and legislation

 

2nd August 

Introduction to the media –TV 

Media math, surveys, reach & frequency

How to evaluate and buy TV

Who’s watching?

AT 1 Knowledge quiz in class time


9th August 

Introduction to media –Internet/Digital

Trends, Metrics and Terms

Display, Social, Search

Project Brief for completing AT 2 & 3

16th August

Media planning and the project

Intro to Media Rate Negotiation

How to complete the task. Using research. Completing media schedules

Introduction to the media –Cinema & OOH  

 

23rd August

Research & Investigation

How to evaluate and buy media space and time

How to create a target persona

AT 2 Part 1 Research & Investigation in class

Preparation for role play observation AT 2 Part 2


Mid Semester Break 30 August  5th September 


6th September 


Work on Assessment Tasks 2 & 3

Assessment 2 finalise the Research section

10 

13th September

Work on Assessment 3

Evaluating media performance. Using schedules

Ass 2 Part 2 Observation assessment, media negotiation role-play in class time

Work on Ass Task 3

11 

20th September

Marketing and creative strategies- Work on Assessment 3


12 

27th September  

Compare and contrast two different schedules- Finalise the media schedules

Work on Assessment 3

13 

4th October

 Finalise Assessment 3

Assessment 3 Part A & B due

Written evaluation and media report

14 

11th October

Assessment 3 Presentations

Ass 3 Part C Student presentations

15 

18th October

Assessment 3 Presentations

Ass 3 Part C Student presentations

16  

25th October

Meetings, catch up’s, discussions, resubmissions Ass 3 only if required


17 

1st November 



 

 


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in Canvas.


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 (3) assessment tasks in this course:

Assessment Task 1: Media Knowledge quiz

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 learning material.

You will answer a series of questions on the various Codes/Ethics/and Research strategies that are applied and used by the advertising industry. This will be done online in the Canvas learning and teaching system.

Assessment Task 2: Media rate( cost) negotiation & buying Role play

Summary and Purpose of Assessment

Media negotiation is a key element to buying media on behalf of a client, product or service. Obtaining the best possible position for a client in terms of overall cost and efficiency is a mandatory step in the purchase of media space and time for advertisers. 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.

You will undertake media rate (cost) negotiations demonstrating the ability to carefully consider the media market conditions, identifying and negotiating the correct media options based on the advertising brief and a target audience and deliver incentives for the client in terms of cost/spots/placement of media space/spots/airtime.

This task is in two (2) Parts as follows. You must complete both parts.

Part 1 – Research and Investigation( written)

Part 2 – Negotiations ( observed)


Assessment Task 3: Media report

Summary and Purpose of Assessment

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:

This task consists of three (3) parts as follows:

Part A - Prepare a written report (including Media Plan) of not more than 2,500 words. 

Part B – Evaluation

Part C - Prepare & deliver a presentation of your recommendations in week 14 or 15 (according to a given schedule) for 12-15 minutes.

You must complete all tasks in Parts A, B & C.

This task follows on from assessment task 2.





Assessment Matrix

The assessment maps for all the assessment is available on CANVAS.

Submission Requirements

You should:

  • Ensure that you submit assessments on or before the due date.  Non-submission without supporting evidence such as an ELP or special consideration will mean a result of Did Not Submit (DNS)
  • 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 the Assessment task document that includes a declaration and statement of authorship.
  • 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. 


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

Failure to complete an assessment by the due date will result in a DNS.


Resubmissions:

 If you are found to be unsuccessful in a particular Course Assessment Task 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: 

https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment


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.

Course grades will be given as: CA (Competency Achieved) NYC (Not Yet Competent) DNS (Did not submit)

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