Course Title: Develop a media plan

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: MKTG7928C

Course Title: Develop a media plan

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of Marketing and Communication

Course Contact: Sally Parrott

Course Contact Phone: +61 3 99255175

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


Name and Contact Details of All Other Relevant Staff

Gail Scowcroft

gail.scowcroft@rmit.edu.au

Nominal Hours: 60

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 performance outcomes, skills and knowledge required to confirm the requirements specified in a media plan, to conduct negotiations when buying media and to compare actual media performance against media plan objectives.

This unit is delivered using a blend of classroom based and self -instructed learning activities.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV507 Develop a media plan

Element:

1 Define media requirements

Performance Criteria:

1.1. Identify the target audience characteristics from the advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences 1.2. Analyse product market factors to determine the reach and frequency requirements of advertising media selected 1.3. Analyse the creative requirements of the advertising message and determine the media implications 1.4. Identify media merchandising requirements from the advertising brief 1.5. Confirm the media budget and identify legal and voluntary constraints

Element:

2 Select media vehicles

Performance Criteria:

2.1. Weigh up the relative merits of identified media vehicle alternatives taking past media performance into account 2.2. Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles 2.3. Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget 2.4. Select media vehicles that meet the creative, reach and frequency requirements of the advertising message to be achieved within the budget 2.5. Ensure selected media vehicles meet legal and ethical requirements

Element:

3 Determine media schedule

Performance Criteria:

3.1. Ensure the duration and timing of the media schedule meet the requirements of the advertising brief 3.2. Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief 3.3. Create a media schedule to the satisfaction of the advertiser 3.4. Develop alternative media schedules for the advertiser within the budget 3.5. Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained

Element:

4 Produce media plan

Performance Criteria:

4.1. Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement 4.2. Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan 4.3. Ensure the media plan contains a budget allocation per medium per advertising period 4.4. Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan

Learning Outcomes


 

Demonstrate ability to:

plan, purchase and evaluate the performance of media used in communicating marketing objectives in at least one advertising campaign


Details of Learning Activities

This course is co delivered and co assessed with BUSM8740C Manage client account. A range of learning material will be provided.


Teaching Schedule

  Week 1 3/7

Course introduction

Media outlook today

Careers in advertising

Assessment overview

and due dates
  Week 2 10/7

 Media Strategy

Setting objectives

Media software tools

  
  Week 3 17/7

Understanding Consumers

Using research for insights-Roy Morgan Research

 Briefing for all assessment tasks in week 3 Wednesday May 19
  Week 4 24/7

Bringing the strategy together

Using research for insights-Roy Morgan Research

Using the software

Account management

  
  Week 5 31/7

Media selection looking at Digital media

RMR Asteroid establishing target audience parameters

  
  Week 6 7/8

Media selection more on Digital media

RMR establishing media selection

 Assessment task 1 Quiz 
  Week 7 14/8

Media selection Using OOH & Cinema

 

  
  Week 8 21/8

Media selection TV now

scheduling  and costing

  
      Mid semester break August 28-Sept 3

 

No attendance required
  Week 9 4/9

Media selection looking at Radio & Print

 

 
  Week 10 11/9

Consolidation of media strategy

 
   Week 11 18/9

 

Finalising the media strategy and recommendations

  Assessment 2A Strategy plan  due Friday
   Week 12  25/9  Presentation of strategy

 Assessment 2B

Presentations upload and all groups to present
  Week 13 2/10   Presentation of strategy  Selected presentations to Client  
  Week 14 9/ 10    
  Week 15 16/10  Feedback and any resubmissions  
  Week  16 23/10 Feedback and any final resubmissions  


Learning Resources

Prescribed Texts


References


Other Resources

Students are advised to subscribe to industry EDM's and to conduct further reading on relevant subject matter during the semester.


Overview of Assessment

 

To be deemed competent in this course you need to provide evidence of the following:

Performance Evidence

Evidence of the ability to:

  • produce a media plan for an advertisement which:
  • defines media requirements of an advertising brief
  • specifies rationales for media vehicles chosen
  • ensures media schedule meets requirements of the brief
  • contains budgetary allocation for each advertising medium
  • develop measures to assess effectiveness of media vehicles selected.

 

Knowledge Evidence

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

  • outline and explain data analysis and matching techniques
  • list organisational products and services offered
  • identify organisational budget and resource constraints
  • identify principles and characteristics of advertising media, types of media and advertising strategies
  • identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations 
  • identify and explain ethical principles relating to advertising industry
  • define terms for describing media audiences.


Assessment Tasks

This course is co delivered and co assessed with BUSM8740C Manage client account.

There are 2 Assessment tasks for this course. The second Assessment task is divided into 2 parts A & B as set out below.

ASSESSMENT TASK 1  Quiz

Date and time due: Week 6 in class time

Group or Individual: Individual

Purpose: This task is designed to examine the students understanding of the key elements that lead to the development of a media strategy and ultimately a media recommendation.

Requirements: Students will answer a serious of question designed to examine their knowledge of the steps and elements of a strategy leading to media strategy and recommendation including understanding a target audience, setting objectives and use of research tools to answer a brief. 

 

ASSESSMENT TASK 2A Media Strategy and Recommendation

Date handed out: Week 3

Date and time due: Week 11 Friday 11.59pm

Group or Individual: Pairs                         

Purpose: The media strategy is the cornerstone of any media campaign. It informs the direction of the campaign and how each media will be used to reach an agreed target audience and to deliver on the set objectives of the brief. A media plan is the end result of consumer research, media selection, negotiation and budget control. The media plan is signed off by the client and actioned by the media team. The account and creative teams are kept informed of development and briefed accordingly. This is the first section of Assessment 2. This strategy document will form the basis of the media plan presentation in Assessment 2B.

Requirements: Students will develop a media strategy plan using research to determine consumer insights based on a case study provided. Students will develop each section of the strategy plan weekly and uploaded this to Blackboard. The detail of weekly completion will be provided. The headings and detail required for this task will be provided. Tips on how to complete the strategy will also be provided

 

ASSESSMENT TASK 2B - Presentation of Media Strategy & Recommendation

Date handed out: Week 3

Date and time due: Week 12  upload to Blackboard before presentation. (Presentations in Week 12 &13)

Group or Individual: Pairs                          

Purpose: The Media strategy is the cornerstone of any media campaign. It informs the direction of the campaign and how each media will be used to reach an agreed target audience and to deliver on the set objectives of the brief. A media plan is the end result of consumer research, media selection and negotiation and budget control. Before the media plan can be signed off by the client and actioned by the media team, it is presented to the client. Presentation of the strategy and recommendation is a key element of all strategic work

Requirements:

Students will provide a presentation of their media strategy and upload this to blackboard before presentation. The actual presentations will be done in Week 12 &13 according to a presentation schedule

 


Assessment Matrix

Other Information

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.

Course Overview: Access Course Overview