Course Title: Coordinate advertising research

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG7823C

Course Title: Coordinate advertising research

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

Tony Lorkin - Teacher

E-mail: tony.lorkin@rmit.edu.au

Office: 99255486

Mobile: 0412 715 222

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 working in a supervisory or management advertising role within an advertising team or media organisation.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV503B Coordinate advertising research

Element:

2. Select research method/s

Performance Criteria:

2.1 Confirm research budget and timeframe in selecting appropriate research method/s
2.2 Assess the capacity of primary and secondary research methods to provide the required information
2.3 Select pre-testing advertising method/s which are the most likely to provide the required information on time and within budget
2.4 Prepare a research brief that specifies research objectives and method/s, budget, time, schedule and reporting requirements

Element:

3. Utilise advertising research findings

Performance Criteria:

3.1 Analyse research results using appropriate techniques to identify findings and their impact on advertising strategies, budgets and time lines
3.2 Adjust advertising strategies, budgets and time lines to reflect research findings
3.3 Revise advertising strategies to meet legal and ethical requirements, and the requirements of the advertiser

Element:

1. Assess advertising research requirements

Performance Criteria:

1.1 Analyse information about the consumer, the product and the market environment to identify and justify the need for further research
1.2 Assess creative concepts to determine and justify the need for concept testing
1.3 Assess media options and scheduling to determine and substantiate the need for media research
1.4 Identify and assess legal, ethical and cultural considerations for advertising research to determine their impact on research methods


Learning Outcomes


This unit covers the performance outcomes, skills and knowledge required to conduct primary and secondary advertising research to test advertising themes and ideas.


Details of Learning Activities

1. ASSESS ADVERTISING RESEARCH REQUIREMENTS

1.1 Analyse information about the consumer, the product and the market environment to identify and justify the need for further research
1.2 Assess creative concepts to determine and justify the need for concept testing
1.3 Assess media options and scheduling to determine and substantiate the need for media research
1.4 Identify and assess legal, ethical and cultural considerations for advertising research to determine their impact on research methods

2. SELECT RESEARCH METHODS


2.1 Confirm research budget and timeframe in selecting appropriate research method/s
2.2 Assess the capacity of primary and secondary research methods to provide the required information
2.3 Select pre-testing advertising method/s which are the most likely to provide the required information on time and within budget
2.4 Prepare a research brief that specifies research objectives and method/s, budget, time, schedule and reporting requirements

3. UTILIZE ADVERTISING RESEARCH FINDINGS

3.1 Analyse research results using appropriate techniques to identify findings and their impact on advertising strategies, budgets and time lines
3.2 Adjust advertising strategies, budgets and time lines to reflect research findings
3.3 Revise advertising strategies to meet legal and ethical requirements, and the requirements of the advertiser


Teaching Schedule

WEEK 1 FEBRUARY 6

PRE-TRAINING REVIEW:

  • RPL
  • LLN

FAMILIARIZATION WITH:

  • Program
  • Services/facilities
  • Other students
  • Teachers
  • Where to get support
  • Student responsibilities
  • Course Requirements
  • Course support documents
  • Pre-reading
  • Blackboard
  • Overview of Assessment Requirements
  • Grading
  • Plagiarism
  • Appeals
  • Extensions
  • Feedback
  • Privacy
  • Submission Requirements
  • Resubmission Policy

WEEK 2 FEBRUARY 13

  • Types of Research Projects
  • 5 research test terms

WEEK 3 FEBRUARY 20

  • Copy Testing Research
  • 5 research test terms

WEEK 4 FEBRUARY 27

  • The Client Brief - Yoganics Research project
  • 5 research test terms

WEEK 5 MARCH 5

  • The Yoganics Brief - Some Thought Starters
  • 5 research test terms

WEEK 6 MARCH 12 (Monday, Labor Day holiday)

  • Research Plan structure and Report template

WEEK 7 MARCH 19

  • Suggested Research Plan Headings:
  • Statement of Client issues
  • Research Objectives (hypothesis)
  • 5 research test terms

WEEK 8 MARCH 26

  • Suggested Research Plan Headings
  • Respondants Profile
  • Pilot Study

WEEK 9 APRIL 2

  • Suggested Research Plan Headings
  • Data Collection:

             Secondary; Primary; Methods; Sources

WEEK 10 APRIL 9

  • Suggested Research Plan Headings
  • Sample size
  • Sample Geography

WEEK 11 APRIL 16

  • Suggested Research Plan Headings
  • Project timeframe
  • Fee Structure
  • Proposed Outcome Summary

WEEK 12 APRIL 23

  • Research Plan Report

WEEK 13 APRIL 30

  • Focus Group Testing

WEEK 14 MAY 7

  • Focus Group Testing

WEEK 15 MAY 14

  • Research Plan Development

WEEK 16 MAY 21

  • Resubmission if necessary

WEEK 17 MAY 28

  • Resubmission if necessary

           


Learning Resources

Prescribed Texts

Marketing Research 2e by John Boyce, published by McGraw Hill


References

Refer to lecture on DLS


Other Resources

Self Learning via relevant Internet sources


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


1.TEST: RESEARCH TERMS AND DEFINITIONS 

Students will sit a test over 60 minutes and write an approximately 25 word definition of 20 primary research terms used in the disciplines of both marketing and more specifically, advertising research.

This test will be held in week 7 of the semester during timetabled class time

2. RESEARCH PLAN AND DESK TOP SURVEY
Students will split into pairs and come up with a Research Plan from a Client Brief provided. This plan will offer your research recommendations to a WIL project client called Yoganics based on the requirements from the brief. The second part of this assignment is the planning and carrying out of a ‘Desk Top’ survey and summarizing the survey’s results.

This assignment will culminate in the submission of a professionally presented survey report document to be handed in during normal class time in that week.

3. BRAND POSITIONING CONCEPTS AND FOCUS GROUP TESTING

Remaining in pairs students will come up with at least 5 different brand positioning concepts for a print campaign and organise an at least 6 to 10 person focus group that best represents the target market for the Yoganics product. Students will design a focus group survey questionnaire and test each of the 5 concepts on their focus group, record the results and summarize their findings in a report, then produce a 10 minute PowerPoint presentation to present their findings.

This assignment will culminate in the submission of a professionally presented Focus Group Findings Report together with a 10 minute in class and to the Client PowerPoint presentation in week 16 during the normal scheduled class time for that week.  The report is to be handed over immediately following the presentation.


Assessment Matrix

Course Overview: Access Course Overview