Course Title: Coordinate advertising research

Part A: Course Overview

Program: C5344 Diploma of Advertising

Course Title: Coordinate advertising research

Portfolio: BUS Portfolio Office

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.

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG7927C

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Internet

Term2 2016

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email: sally.parrott@rmit.edu.au



Course Description

This unit covers the skills and knowledge required to conduct primary and secondary advertising research to test advertising themes and ideas. It includes assessment of research requirements, selection of research methods, and use of findings.

It applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBADV503 Coordinate advertising research

Elements:

1 Assess advertising research requirements

2 Select research method/s

3 Utilise advertising research findings


Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to conduct primary and secondary advertising research to test advertising themes and ideas. It includes assessment of research requirements, selection of research methods, and use of findings.


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 must provide evidence of the ability to:

  • assess need for media research and testing
  • select and assess appropriate techniques to identify advertising research requirements for a product or service
  • prepare research brief specifying objectives, methods, budget, time, schedule, reporting and human resource requirements for an advertising campaign
  • locate and analyse legal and ethical requirements.

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

  • outline legal and ethical requirements affecting market research
  • identify and explain organisational policy and procedures for conducting market research
  • identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations
  • determine ethical principles relevant to advertising
  • outline requirements for time, cost and scope as determined in advertising brief
  • explain range of available market research and data analysis techniques
  • identify statistical and research methods and techniques.

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.