Course Title: Evaluate campaign effectiveness
Part B: Course Detail
Teaching Period: Term1 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
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
A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.
We expect you to participate and contribute in all scheduled learning activities.
Teaching Schedule
This course is clustered, co delivered and co-assessed with BSBADV605 (MKTG7924C) Execute an advertising campaign
| Week | Week Commencing | Topics | Assessment | |
| 1 | Feb 8 |
Course Introduction Introduction to the Course including: • Course requirements • Course support documents • Course Blackboard access • Accuracy of enrolment • Assessment requirements/Cover Sheets • Reminder re Plagiarism • Reminder re Appeals • Extensions/Resubmissions • Feedback in this course • Reminder re submission requirements • Getting help |
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| 2 | Feb 15 | Writing a ‘Campaign Brief’ – Guest speaker (TBC) |
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| 3 | Feb 22 | The role of advertising in marketing communications |
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| 4 | Feb 29 | Industry skills and expectations- Guest speaker (TBC) |
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| 5 | Mar 7 | Business objectives and Advertising objectives | Assessment 1 due | |
| 6 |
Mar 14 Labour day mon |
Campaign planning - Scope & Stakeholders |
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| 7 | Mar 21 | Campaign planning - Timing & Budgets |
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| Easter break march 24 - April 3 inclusive |
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| 8 | April 4 | Campaign planning – Writing the Plan |
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| 9 | April 11 | Social responsibility, ethics and legal compliance
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| 10 | April 18 | Campaign monitoring - Risks & Contingencies |
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| 11 | April 25 | Presentations |
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| 12 | May 2 | Workshop – Writing the Campaign Execution Plan |
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Assessment 2 due |
| 13 | May 9 | Measuring campaign effectiveness - metrics |
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| 14 | May 16 | Measuring campaign effectiveness - metrics |
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| 15 | May 23 | Presentations – Campaign effectiveness reporting |
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| 16 | May 30 | Workshop – Report writing |
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Assessment task 3 due |
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Learning Resources
Prescribed Texts
References
Other Resources
There is no additional text for this subject.
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
This course is co-delivered and co-assessed with MKTG7924C Execute an ad campaign and MKTG7925C evaluate an ad campaign
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 Evaluation Report, based on the campaign from Assessment Task 2.
This is a ‘paired’ or individual assessment task, worth 30% of the student’s total grade.
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 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. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
• 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. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.
<Add any additional requirements>
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. <check links are still current>
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
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. <check links are still current>
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
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.
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: <check link is still current>
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
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
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.
Assessment Matrix
Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.
Other Information
This course will be condensed in regards to the delivery format and will run alongside course Develop an advertising campaign. Students will use the same client, campaign and groups they have developed in subject Develop an Advertising Campaign to carry across into subjects Execute an Advertising Campaign / Evaluate Campaign Effectiveness (clustered subject). Weeks will be divided into a condensed format of 6 hours delivery per week, and divided into Week 1a (3hours delivery) and Week 1b (3 hours delivery).
Course Overview: Access Course Overview