Course Title: Coordinate advertising research
Part B: Course Detail
Teaching Period: Term2 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
Teacher: Tony Lorkin
Office: 9925 5486
Mobile: 0412 715 222
E-mail: tony.lorkin@rmit.edu.au
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: |
1.1. Analyse information about the consumer, the product and the market environment to identify and justify the need for further research |
Element: |
3. Utilise advertising research findings |
Performance Criteria: |
2.1. Confirm research budget and timeframe in selecting appropriate research method/s |
Element: |
1. Assess advertising research requirements |
Performance Criteria: |
3.1. Analyse research results using appropriate techniques to identify findings and their impact on advertising strategies, budgets and time lines |
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
A combination of lectorials, group work and Workplace Integrated Learning projects
Teaching Schedule
Week 1:
Course introduction and assessment overview
Week 2:
The different types of research.....primary; secondary; quantitative; qualitative and pilot studies
The introduction to assignment 1
The formation of students into working pairs
Week 3:
What are market place trends......how to research for trends, their impact on companies. markets and consumers
Week 5:
The introduction of a Work Integrated Learning project to utilize the various research methods and map market place trends
Week 6:
In class presentations covering requirements in assignment 1 culminating in a 5 minute PPT presentation by each pairing
Week 7:
Introduction to assignment 2........A Research Plan for a Focus Group
Week 8:
How to write a research hypothesis
Week 9:
Discussion on data collection methods, sources, project time frame and research outcomes
Week 10:
Assignment 2 due.................completed Research Plan for a Focus Group
Week 11:
What is an advertising Focus Group and what does it aim to achieve?
Week 12:
Brand positioning line concepts for Focus Group testing
Week 13:
How to organise a Focus Group to test advertising concepts
Week 14:
Focus Group summary presentations via a 10 minute PPT presentation in pairings with a more detailed report
Week 15:
Resits and presentation resits if necessary
Week 16:
Resits and presentation resits if necassary
Learning Resources
Prescribed Texts
Marketing Research by John Boyce. Published by McGraw Hill |
References
Other Resources
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
MKTG 5834C Co-ordinate advertising research
MKTG 7823C Interpret market trends
These courses are taught in consultation with each other and are timetabled accordingly.
Assignment 1
(BSBADV507A)
Element 1: Interpret trends and market developments
Element 2: Analyse qualitative results
Element 3: Report on market data
Students will split into pairs and carryout qualitative and quantitative Research from both secondary and primary (Desk Top survey) sources from a client brief called Yoganics, map market place trends and summarize their findings and use this information as the basis for a research plan which is assignment 2.
This assignment will culminate in a 5 minute PowerPoint presentation which summarizes the student pairing’s findings.
This presentation will be held in class in week 6.
Assignment 2
(BSBADV503B)
Element 1: Assess advertising research requirements
Element 2: Select research method/s
Students will remain in pairs and come up with a Research Plan for a Focus Group from a Client Brief provided. This plan will offer your research recommendations to a WIL project client called Yoganics based on the issues from the brief.
The plan will culminate in a document covering the following elements:
• Statement of the client issues
• Hypothesis
• Pilot Study (Desk Top research), respondents profile and sample size
• Data collection methods
• Data collection sources
• Project timeframe
• Proposed outcome summary
This plan is due in week 10.
Assignment 3
(BSBADV503B)
Element 3: Utilize advertising research findings
Remaining in pairs students will come up with at least 5 different brand positioning line concepts to accompany the Yoganics brand name and logo 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 PowerPoint presentation to present their findings in class.
The report and the presentation are due week 14.
Assessment Matrix
Course Overview: Access Course Overview