Course Title: Mine data to identify industry directions

Part B: Course Detail

Teaching Period: Term1 2019

Course Code: MKTG7984C

Course Title: Mine data to identify industry directions

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Felicity Burns:

felicity.burns@rmit.edu.au

Nominal Hours: 70

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 skills and knowledge required to select data sources and apply analysis tools to identify trends in data that inform industry directions for a product, brand or organisation.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG528 Mine data to identify industry directions

Element:

1. Determine purpose of data mining

Performance Criteria:

1.1 Identify and review relevant client or organisational requirements for data mining 1.2 Confirm potential uses of data mining outcomes and recommendations 1.3 Recognise privacy and other requirements within current legislation, regulation and organisational policy that impact on data mining activities

Element:

2. Identify data sources

Performance Criteria:

2.1 Identify available data sources from public, client and organisation systems 2.2 Negotiate access rights and intellectual property release for relevant data sources 2.3 Rank and prioritise data sources for validity, reliability and completion rates

Element:

3. Apply data mining techniques

Performance Criteria:

3.1 Select appropriate tools and techniques suitable for the type and expected degree of complexity in data analysis 3.2 Classify data according to relevant factors including type, content, relationships, location, demographics and maturity 3.3 Analyse data to identify patterns, clusters and relationships 3.4 Use suitable graphical tools to visualise aggregated data

Element:

4. Report and recommend on findings

Performance Criteria:

4.1 Assess results of data mining against requirements in order to draw relevant insights 4.2 Weight insights for reliability and validity 4.3 Report data mining process and outcomes in suitable format to support the organisation's knowledge base 4.4 Document lessons learned during the processes for future use


Learning Outcomes


Students will learn the skills and knowledge to ensure they can undertake data mining to support plans and strategy development in an integrated marketing environment.


Details of Learning Activities

This course is clustered (co-delivered and co assessed) with MKTG7926C Design & Develop an Integrated Marketing Communication Plan.This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.


Teaching Schedule

This course is clustered (co-delivered and co assessed) with MKTG7926C Design & Develop an Integrated Marketing Communication Plan. The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

 

 

  Week         

  Topic                                                                          

Assessment /Comment           

1

Course Induction
• Course delivery details
• Assessment details and Assessment Task & Feedback Guide (including: Grading, Plagiarism, Appeals, Extensions, Feedback, Submission requirements, Resubmission policy, Course support documents, Online learning environment, Where to get support - Student study support)

Embracing the new media landscape & consumer mindset

Overview of course

What is IMC?

The industry shift—integration and convergence

Consumer attitudes

Advertising from a marketing communications perspective

Client briefing dates

 

2

IMC Planning

·  IMC Planning

·   Evaluating a marketing communication brief

·   Preparing questions and research for project work

·    Analysing and understanding the client brief

·    Key areas of the IMC plan

 

 

3

Understanding the company & its consumer/customer
• Developing a research plan for the IMC plan and data mining
• The situation analysis (market position)
• The company analysis
• The consumer analysis
• Product usage
• Understanding the customer journey and pathway to purchase

 

 

 

4

Mapping out the situation
• Market analysis
• Product and brand analysis
• Competitive analysis
• Pursuing brand equity
• Defining problems and identifying opportunities
• Setting and testing objectives (marketing, communication and media)

 

 

5

Brand and communication strategy

·  Marketing vs communication strategy

·  Managing and protecting brand equity

·  Positioning the message and a product or service

 

6

Planning the communication strategy and campaign concept

·    Achieving communication objectives

·    Setting the creative space

·    Brainstorming and big idea generation

 

7

Planning the media strategy and tactics

·   Message vs media approach

·   Developing the integrated marketing mix

·   Media decisions and the campaign process

·   Basic media decisions (objectives, strategy, tactics)

 

8

 Finalising the IMC Plan

•  Implementing the media plan into the IMC plan
• Methodology and practices of measurement
• Measuring and evaluating digital, social and unique marketing communication tactics

• Preparing to write creative brief 

Assign 1 – IMC Plan & Pit Stop Minutes Due

9

Creative Brief Writing Workshop 1/ Client Briefing Session

·  Converting the client brief into the creative brief

- Key elements within the brief

·  Developing a creative brief

Client Briefing Session – Attendance compulsory

10

Creative Brief Writing Workshop 2

 - Preparing briefs for businesses

- Finalising the creative brief for communications

Assign 2 – Creative Brief Due

 

Mid-semester break running from Friday 19th April - Friday 26th April

 

11

Planning and developing comms pieces

- Selecting the best creative brief to use for client communications

- Planning the direction for comms

 

12

Developing and editing communications

- Key messages, content, layout and formatting

 

13

Finalising communication pieces for client presentation


•Technical editing and amending workshop

Assign 3 (Part A): Final comms pieces due

14

 

 Preparing your presentations

 

*Presentations are scheduled for Weeks' 15 and 16

 

15

Presentations 

- Scheduled during class time

- Check Canvas weekly module for presentation time

 

Assign 3 (Part B) Due –First round presentations

*Compulsory attendance for presentation

16

Finalist team presentations 

- Check schedule on Canvas

- Finalist teams' work is to be presented to client

 

 

Finalist team presentations

*Compulsory attendance for presentation

 

 

 

 

17

 

Feedback from group presentations

 

 

* All resubmissions due

 

 

 

 

 


Learning Resources

Prescribed Texts


References


Other Resources

All learning materials will be provided in CANVAS.


Overview of Assessment

 

In order to achieve competency in this unit, you must provide:

 

Performance Evidence

Evidence of the ability to:

  • determine data mining requirements from client and organisational sources
  • negotiate intellectual property rights release
  • apply current industry tools and techniques to a current customer data set to identify patterns and cluster trends
  • prepare graphical representation of data patterns
  • make recommendations based on an analysis of data mining results.

Knowledge Evidence

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

  • list the various uses of data mining in the context of marketing communications
  • identify privacy and other relevant legislation related to public and private data
  • explain the terms 'data validity', 'reliability' and 'completion'
  • compare the characteristics of public, client and organisational data sets
  • identify and list the uses of current industry tools and techniques used in data mining.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

  • relevant legislation and regulations
  • communications equipment and technology
  • relevant workplace documentation and resources
  • case studies or, where possible, real situations
  • industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

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.

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.


Assessment Tasks

Assessment Task 1 – IMC Plan & Pit Stop Minutes, 2500 words – Group Assessment (Industry Based Project)

Requirements:

Part A – IMC (Integrated Marketing Communications) Plan

This is an industry based project working with an Australian business; therefore deadlines are designed around the client briefing session and availability of the client. All project work must be completed on time and all group members must be present at the client briefing session and for all Pit Stop meetings during Weeks’ 3 to 7. You will be assessed on your understanding of the client brief, your integrated marketing communications approach and your attendance at Pit Stop meetings. This project provides students with the opportunity create an IMC plan and communications strategy for a real client.

Working in small groups of 3-4 you are required to develop an IMC (Integrated Marketing and Communication) Plan for the allocated client. This plan will require your group to demonstrate and determine the appropriate marketing communication requirements based on a client briefing session—covering all components of integrated marketing communications. In your group, you are required to develop and design an integrated marketing communication strategy, evaluate and research the brand’s identity and product, identify the target market and profile consumer behaviour, provide a market analysis—including; plan appropriate media and communication channels (including content strategy) for a potential campaign, evaluate marketing and communication objectives, and develop timelines and budgets. The outcome and research from the IMC Plan will lead to final communication pieces presented (Assessment 3).     

You are required to construct a fully referenced strategic integrated marketing communication plan that responds to the client brief. The plan must be developed using report format covering all areas of the criteria and uploaded to Canvas as either a PDF or Word file.

*A guideline and template for key areas to be researched and included in the IMC Plan will be provided

 

Part B – Pit Stop Minutes

Pit Stop minutes are to be collected and signed over Weeks’ 3 to 7. A minimum of 5 x Pit Stops meetings with your team are to be held in this time and recorded during this time. This is a compilation of the minutes taken at your team’s Pit Stop meetings held from Weeks’ 3 to 7. 

*Pit Stop Templates will be under the Assessment folder in Canvas


Details of Assessment:

  • Part A: Present an IMC Plan in report format (2500 words, not including appendices or reference list). You can use a variety of supporting evidence and research methods, including primary and secondary research.
  • Part B: Evidence of a minimum of 5 x Pit Stop team meetings (2 pages per meeting)
  • The IMC Plan and Pit Stop minutes are to be electronically submitted via Canvas in either a Word or PDF file.

 

Due date: Week 8

 

Assessment Task 2 – Creative Brief, Individual Assessment (Industry Based Project)

Requirements:

In this assessment task, you are required to develop a Creative Brief based on the marketing and communication objectives and research gathered from Assignment 1 (your team’s IMC Plan). The brief is also to align with the strategic direction of the client brief given at the beginning of the project.

The Creative Brief needs to demonstrate an understanding of the client brief, highlighting key objectives to deliver and address the creative plan for a prospective campaign. This assessment task gives individual team members an opportunity to contribute their creative ideas to the agency team. The agency team will then decide on the best brief to use for the creative comms pieces presented in Assessment Task 3.

*A brief template will be provided and there will be a series of workshops in class to support with the development of the assessment task above.


Details of Assessment:

  • Present a Creative Brief in the template provided (Maximum 2 pages).
  • The Creative Brief is to be submitted via Canvas in either a Word or PDF file.

Due date: Week 10

 

Assessment Task 3 – Creative Communications Presentation, Group Assessment (Industry Based Project)

Requirements:

In your group, you are required to develop and present your team’s campaign communication pieces to a panel, drawing on your group’s project work from Assessment 1 and 2 and delivering the core message within the digital communications. The communication pieces are to be based on the needs of the client’s brief and planned communications. All groups’ are to consider the most effective ways to present and communicate prospective campaign messages using suitable: copy, visuals, sound, layout and design elements.

Your team will present the creative communication pieces using the most suitable media channels to drive the creative communications.

Part A (Your team is to create communication pieces for the following formats):

  1. 1 x A1 Poster using high quality images
  2. 1 x 30 second video (for online media platforms) OR 8 x Social media ads with headline, image and body copy (portrait)

Part B (Presentation slides):

Your team is to present the creative comms pieces and IMC strategy to the panel using suitable presentation software.

 

Details of Assessment:

Part A and Part B work is to be submitted and uploaded to Canvas.

Presentations will run for 15- 20 minutes, allowing any additional question time. The schedules for the team presentations will be posted in Canvas.

Due dates:

Part A (creative comms pieces) due: All artwork/comms pieces must be submitted to Canvas by the end of Week 13. This is for the scheduling of final presentations.

Part B (Presentations) due: Group presentation times will be scheduled during Week 15 class times and the finalist teams will be scheduled to present to the client in Week 16 (depending on availability of the client). All presentation slides are to be uploaded to Canvas by the end of Week 15.

Duration (presentation): 10 minutes

*An outline of what to include in the presentation will be provided throughout the presentation guide in Canvas

 

 


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements   You should:

  • Ensure that you submit assessments on or before the due date.  
  • Always retain a copy of your assessment tasks (hard copy and soft copy).
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

Other Information

 

Late Submission Procedures    You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.  If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.   More Information:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   Where an extension of greater than seven days is needed, you must apply for Special Consideration.  Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.   More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   Adjustments to Assessment    In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   Marking Guide (Competency):    You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.   You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.    Marking Guide (Grading)    After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:    Final Grades table:   CHD Competent with High Distinction CDI Competent with Distinction CC Competent with Credit CAG Competency Achieved – Graded CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the grading criteria will be provided by your teacher.

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