Course Title: Apply media analysis and processing tools
Part B: Course Detail
Teaching Period: Term2 2012
Course Code: MKTG5821C
Course Title: Apply media analysis and processing tools
School: 650T TAFE Business
Campus: City Campus
Program: C5226 - Diploma of Advertising
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:sally.parrott@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Peter Lawrance
99255661
Nominal Hours: 50
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 applies to individuals in an entry level position in a media planning or buying role within an advertising team or media organisation who use specialised media software in conducting their activities.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBADV407A Apply media analysis and processing tools |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to compare and contrast the characteristics of media analysis tools to choose the most appropriate software tool to perform media tasks and to evaluate their outcomes.
Details of Learning Activities
Required knowledge Assessment
• data processing methods and analysis techniques 1,3
• industry products/services 1,3
• organizational structure/s, roles and responsibilities 1,2,3
• principles, advantages, disadvantages and applications of specific software to perform media tasks 1,2,3
• identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as: 3
• anti-discrimination legislation 3
• consumer protection laws 3
• copyright legislation 3
• ethical principles 3
• fair trading laws 3
Required skills Assessment
• literacy skills to read and interpret advertising briefs, to analyse data and to write reports 1,2,3
• numeracy skills to evaluate quantitative figures generated by media reports 1,2,3
• presentation skills to present findings of campaign performance 3
• research and data collection skills to analyse media performance data and information 1,2,3
Elements/performance criteria Assessment
1. Evaluate media software tool options
1.1. Compare and contrast the characteristics and specific functions of media software tools when developing a media plan 1,2,3
1.2. Evaluate the advantages and disadvantages of media software tools that could be used to perform media tasks 1,2,3
1.3. Contrast and evaluate the functions of media software tools to perform media analysis and processing tasks 1,2,3
1.4. Generate media recommendations which meet advertiser’s requirements 1,2,3
2. Use media software tools to perform media tasks
2.1. Use media software to segment target audience 1,2,3
2.2. Ensure program demographics match marketing objectives 2
2.3. Analyse radio and television survey data and logs to determine most appropriate media placements 3
3. Analyse campaign performance
3.1. Evaluate media performance results by channels, programs and days of the week to determine performance against desired marketing objectives 1,2,3
3.2. Compare media performance against expected demographics by program and time periods 1,2,3
3.3. Present campaign performance results to advertiser 1,2,3
Teaching Schedule
0 25/6/12 Introduction to media research tools Write objectives for semester
1 2/7/2012 Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
Pre-Training Review: • Includes skills analysis and Recognition of Prior Learning
2 9/7/2012 What is a media schedule? How is a media scheduled prepared? In class individual activity
3 16/7/2012 Newspaper and magazine research Asteroid
4 23/7/2012 Newspaper and magazine research Asteroid
5 30/7/2012 Week commencing 30th July 2012- Student Study Week
6 6/8/2012 In class assignment: Asteroid Task 1 Due
You will receive the feedback in week 7. If required, resubmission for this assessment is due by the end of week 9.
7 13/8/2012 Radio Research Radio Advisor
8 20/8/2012 Radio Research Radio Advisor
Week Commencing 27th August –Mid Semester Break
9 3/9/2012 TV Research Oz Tam
10 10/9/2012 TV Research Oz Tam
11 17/9/2012 In class assignment: TV and Radio Task 2 Due
You will receive the feedback in week 11. If required, resubmission for this assessment is due by the end of week 13.
12 24/9/2012 Internet Research Industry Guest speakers
13 1/10/2012 Major Planning assignment In class individual activity: Sexton
14 8/10/2012 Major Planning assignment In class individual activity: Sexton
15 15/10/2012 Major Planning assignment Assessment Task 3 Due
16 22/10/2012 Review for any re sits of assessment 1,2,or3 One on one and group review
17 29/10/2012 Resubmits One on one and group review
Learning Resources
Prescribed Texts
References
Other Resources
All media research programs are on the computer system and have no prescibed texts as such
Overview of Assessment
Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.
Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
Assessment Tasks
Assessment One: Individual assignment.
Week 6:
After learning the attributes of Asteroid there will be an in class test regarding newspapers and magazines
Students will be asked to research information from asteroid and test their abilities to develop reach and frequency analysis
Assessment Three: Individual Assignment
Week 11
After learning the attributes of Radio Advisor and Oz Tam there will be an in class test regarding Tv and Radio
Students will be asked to research information from those research tools and test their abilities to develop reach and frequency analysis
Assessment Three: Individual Assignment
Week 8 Briefed
Week 14 Due
Students will receive a “live” brief from a visiting media agency and client.
This project is known as The Sexton Award and is marked in conjunction with the subject “Develop a Media Plan”
Assessment Matrix
Course Overview: Access Course Overview