Course Title: Evaluate campaign effectiveness
Part B: Course Detail
Teaching Period: VE 2016
Course Code: MKTG7925C
Course Title: Evaluate campaign effectiveness
School: 650T Vocational Business Education
Campus: City Campus
Program: C6146 - Advanced 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
Joseph Matthews
joseph.matthews@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 skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been achieved.
It 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: |
BSBADV605 Evaluate campaign effectiveness |
Element: |
1 Develop a campaign evaluation strategy |
Performance Criteria: |
1.1 Ensure evaluation strategy defines standards and measurements to assess effectiveness of advertising, and identify improvements |
Element: |
2 Implement campaign evaluation strategy |
Performance Criteria: |
2.1 Evaluate expenditure data to determine effectiveness of campaign in relation to the budget |
Element: |
3 Utilise advertising effectiveness data |
Performance Criteria: |
3.1 Use results of evaluations of advertising effectiveness in analysis and planning phase for subsequent advertising |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been achieved.
Details of Learning Activities
Students will be assessed on their ability to analyse and interpret business requirements and the role of advertising to achieve them.
Students are encouraged to work with a real client (where possible) to discuss the communication challenges faced in the business environment including expetcations, limitations and legal & ethical considerations.
Students are required to develop an advertising campaign ‘brief’ (ideally with input from a real client) and write both a campaign execution strategy plan, as well as a detailed report on the effectiveness of the campaign against stated business and advertising objectives, and for each component of the campaign.
Students are required to present their work to the class for feedback prior to submission. These presentation are to be treated as if they are being presented to a real client.
There are three (3) Assessment Tasks for this co-delivered course. All three Assessment Tasks must be succesfully completed to pass the course.
Teaching Schedule
Week
Topics/Learning Outcomes Assessment Details (include due dates and when feedback will be provided)
1 Introduction to the course including:
• Course requirements and support documents/resources
• Course Blackboard access
• Accuracy of enrolment
• Assessment requirements/Cover Sheets
• Reminder re Plagiarism/Appeals
• Extensions/Resubmissions
• Feedback in this course
• Getting help
2 Writing a ‘Campaign Brief’ – Guest speaker (TBC)
3 The role of advertising in marketing communications
4 Industry skills and expectations- Guest speaker (TBC)
5 Business objectives and Advertising objectives Assessment Task 1 due
6 Campaign planning - Scope & Stakeholders
7 Campaign planning - Timing & Budgets
8 Campaign planning – Writing the Plan
9 Social responsibility, ethics and legal compliance
10 Campaign monitoring - Risks & Contingencies
11 Presentations
12 Workshop – Writing the Campaign Execution Plan Assessment Task 2 due
13 Measuring campaign effectiveness - metrics
14 Measuring campaign effectiveness - metrics
15 Presentations – Campaign effectiveness reporting
16 Workshop – Report writing and Assessment Task 3 due
17 Re-submissions (as required)
Learning Resources
Prescribed Texts
References
Other Resources
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:
- develop and implement an evaluation strategy for an advertising campaign, ensuring the campaign:
- defines standards and measurements
- adheres to legal and ethical standards
- adheres to budget requirements - analyse evaluation data to develop and document recommendations for improvement in future campaigns.
Knowledge Evidence
To complete the unit requirements safely and effectively, you must:
- describe organisational budget planning process
- describe and explain techniques for evaluating advertising effectiveness and managing campaign contingencies
- identify key provisions of relevant legislation, codes of practice and national standards affecting advertising
- identify specifications in advertising, creative and media briefs.
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
This task requires students to research a business and write an Advertising Campaign Brief.
This is an individual assessment task, worth 10% of the student’s total grade
ASSESSMENT TASK 2
This task requires students to prepare and present a comprehensive Advertising Campaign Execution Strategy Plan, based on the Advertising Campaign Brief sourced from Assessment Task 1.
This is a ‘paired’ or individual task, worth 60% of the student’s total grade.
ASSESSMENT TASK 3
This task requires students to prepare and present an Advertising Campaign Evaluatlion Report, based on the campaign from Assessment Task 2.
This is a ‘paired’ or indivdual assessment task, worth 30% of the student’s total grade.
Assessment Matrix
Course Overview: Access Course Overview