Course Title: Develop an advertising campaign

Part B: Course Detail

Teaching Period: Term1 2014

Course Code: MKTG5824C

Course Title: Develop an advertising campaign

School: 650T TAFE Business

Campus: City Campus

Program: C6116 - Advanced Diploma of Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Gail Scowcroft

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


Course Description

This unit applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV602B Develop an advertising campaign


2. Prepare an advertising budget

Performance Criteria:

2.1. Assess and specify research resource requirements for the advertising campaign

2.2. Assess and specify resource requirements for a range of media options, creative and production services

2.3. Justify resources allocated to each component of the advertising campaign and ensure they are sufficient, in relative terms, to achieve the campaign objectives

2.4. Ensure the overall budget meets the requirements of the advertising brief


1. Define campaign objectives

Performance Criteria:

1.1.Clarify the advertiser’s purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign

1.2.State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish

1.3.Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors

1.4.Ensure campaign objectives take into consideration factors which may affect consumer responses

1.5. Ensure campaign objectives meet legal and ethical requirements


3. Develop a schedule for proposed advertising activities

Performance Criteria:

3.1. Confirm the campaign length and timing from the advertising brief

3.2. Identify service providers with the required expertise and negotiate their costs and availability

3.3. Base the choice of service providers on merit and value for money and ensure the selection meets legal and ethical requirements

3.4. Ensure the time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives

3.5. Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule

Learning Outcomes

 This unit describes the performance outcomes, skills and knowledge required to determine key objectives and to develop an advertising campaign to optimise product or service market performance in response to an advertising brief.

Details of Learning Activities

Students will participate ina range of activities designed to enhance learning. A combination of face to face teacher/student and self discovery deliveries and a real world work placement project. Other activities ouside of the timetable will be allocated througout the semester.

Teaching Schedule

Weekly Schedule- week commencing  Monday

Week 1 Feb 10  Course Induction

Course delivery details:Assessment details and Assessment Task & Feedback Guide
Grading, Plagiarism, Appeals, Extensions, Feedback,Submission requirements –Resubmission policy – Course support documents –
Online learning environment –Where to get support - Student study support details
Pre-Training Review. Explain Recognition of Prior Learning and Credit Transfers (for new students)
Student checklist
Handout checklist and get each student to sign and hand back. Includes:
Student responsibilities (i.e.: must check emails and bb shells weekly)
Program map to confirm all students are correctly enrolled.

Overview of develop an advertising campaign
• Assessment overview.
• Brief Workplace placement Assessment

Week 2 Feb 17  CV Writing & Portfolio Building
Review and development of CV

Week 3 Feb 24 CV Writing & Portfolio Building
Edit and final review of CV

Week 4 Mar 3 Production (Traffic) Scheduling
Working backwards

Week 5 Mar 10 Production (Traffic) Scheduling
( Public holiday Monday March 10 2014)

Week 6 Mar 17 Legal & Ethical
How the rules apply

Week 7 Mar 24 Legal & Ethical
How the Codes apply Assessment 1 Develop Resources Matrix and Gant chart for advertising campaign multi course project

Week 8 Mar 31 Legal & Ethical
Ethics and social responsibilites

Week 9 April 07 Legal & Ethical

Week 10 April 14 Assessment 2 legal & ethical quiz
Assessment 2 Week 10 in class time
Easter Friday 18 – 25th (Anzac day 25TH) inclusive

Week 11 April 28 Prepare an advertising budget
Assessment 1 Feedback

Week 12 May 5 Finalise MCP Legal & Budgetary considerations

Week 13 May 12 FInalise Work placement Reports
Assessment 3 due Friday 16/5/13

Week 14 May 19 Work placement Report presentations
Presentations in class

Week 15 May 26 Work placement Report presentations
Presentations in class

Week 16 June 1 Assessment feedback
Note: The above schedule is subject to change without notice. It is the students’ responsibility to be aware of any changes to due dates or material delivery. Any changes will only be communicated during scheduled class time.

Learning Resources

Prescribed Texts

No formal text is required. Relevant sources of further information include.;    


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

Students are required to complete a max of 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.

Assessment 1- Group Assessment  Due: 5pm Friday Week 7

Students will work in groups as determined in MKTG7838C and Develop a Resources matrix/Gantt chart specifically for use as traffic system protocol for deliverables for multi course project.
The development of this Resources matrix/Gantt chart will be an essential element of the completed final project deliverable in the multi course project.

Assessment 2- Individual Assessment  Due: in class  Friday Week 10

Student will complete a written quiz that will consist of predominantly multi choice questions and a small component of written question and answers. This assessment requires students to have an understanding and knowledge of the key provisions of the relevant legislations from all levels of government state and federal that affects business operations including codes of practice and national standards.

Assessment 3. – Individual assessment- Work placement report.
Word Count: 2500
Due: 5pm 2 weeks after placement or Friday Week 13
Presentation of report Due week 14 & 15

Students are required to seek a 5 day work placement within advertising, media, marketing or associated communication organisation. The 5 days can be consecutive or one day per week over 5 weeks or another approved timeframe. Students are expected to participate in a prescribed number of work place activities and then to write a report covering certain aspects of the placement. Word count must be +/- 10% of 2,500 words - body of report only (excluding title page, TOC, Appendices).
To complete the assessment task students will give a presentation that represents an overview of the report and deliver this in Week 14 & 15.

More detailed assessment sheets for each assessment task will be disseminated througt course delivery.

Submission Requirements for all assessments:
Assessment tasks need to be submitted via Blackboard. A hard copy may be required as well but where possible all assessments must also be submitted electronically

Work to be saved in a word doc or .pdf and uploaded to assessment tab in your course blackboard shell by required date. Work sent by email will not be marked. Work submitted after the deadline and without one of the forms below will not be accepted or marked.

Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to special circumstances you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.

If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. Cover sheets for submission of work is available from the Student forms website.

It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

Marking Guides

Criteria for Competency
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention. You need to demonstrate you are competent in all of the elements of competency you are studying – which means you will need to pass every assignment as each one addresses a different element.

The Competency Guide is designed to show you what knowledge and skills you need to demonstrate in each assessment.

The Level of Performance Grading Sheet will tell you how well you are performing (tracking at a P, C, D or HD level).

Assessment Matrix

Full details on how this course is assessed against Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview