Course Title: Originate and develop concepts
Part B: Course Detail
Teaching Period: Term1 2018
Course Code: BUSM7939C
Course Title: Originate and develop concepts
School: 650T Vocational Business Education
Campus: City Campus
Program: C6155 - Advanced 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
Nominal Hours: 30
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 originate and develop concepts for products, programs, processes or services to an operational level.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBCRT501 Originate and develop concepts |
Element: |
1 Evaluate and explore needs and opportunities |
Performance Criteria: |
1.1 Research and evaluate existing information that informs new concept development 1.2 Where appropriate, identify and use gaps in current range of products, programs, processes or services as the catalyst for generating new ideas or concepts 1.3 Expand the potential of new ideas through exploration of opportunities beyond the obvious 1.4 Identify factors that could have an impact on ideas or concepts to be developed, including potential for commercialisation 1.5 Determine whether other players are filling identified gaps or investigating similar opportunities 1.6 Develop preliminary ideas on innovative and different ways to address needs and opportunities 1.7 In consultation with relevant stakeholders, agree on broad parameters for developing ideas and concepts to meet market requirements |
Element: |
2 Develop a range of creative approaches |
Performance Criteria: |
2.1 Use a range of creative thinking techniques to generate innovative and creative concepts to address identified needs 2.2 Challenge, test and experiment with different concepts and ideas as part of a collaborative process 2.3 Evaluate concepts in terms of their suitability for the target audience or purpose, their feasibility and their commercial potential 2.4 Take account of social, ethical and environmental issues as concepts and ideas are generated and discussed 2.5 Identify resources required to achieve desired creative and innovative outcomes 2.6 Evaluate the effectiveness of different strategies for achieving desired outcomes 2.7 Select concepts or approaches that achieve required outcomes in an innovative and feasible way 2.8 Present proposed concepts or approaches in an appropriate format |
Element: |
3 Refine concepts |
Performance Criteria: |
3.1 Ensure concept development process is open to ongoing refinement and testing 3.2 Seek input and feedback on concepts from relevant stakeholders 3.3 Seek specialist advice on creative and technical aspects of proposals as required 3.4 Compare concepts with best practice examples of similar products, programs, processes or services 3.5 Use a range of creative and practical criteria to determine the advantages and disadvantages of different concepts 3.6 Evaluate constraints on the realisation of concepts or ideas 3.7 Refine proposals based on analysis and feedback |
Element: |
4 Develop concepts to an operational level |
Performance Criteria: |
4.1 Use refined concepts as the basis for developing detailed implementation specifications 4.2 Present specifications to relevant parties for approval, funding or endorsement 4.3 Reflect on methodology used to generate concepts and ideas and note ways of improving this in the future |
Learning Outcomes
Students will have the skills to develop concepts for any business or community activity or process, such as marketing and advertising campaigns, staff development programs, information technology and communication systems, radio and television programs, entertainment events, films, exhibitions and digital media products. Individuals operate with a high degree of autonomy, but collaborate with others to generate ideas and refine concepts to the point where they can be implemented.
Details of Learning Activities
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 co-delivered and co-assessed with MKTG 7925C – Evaluate Campaign Effectiveness & MKTG 7922C - Develop an Advertising Campaign:
Week |
Week Commencing |
Topic |
Assessment /Comment |
1 |
5th February |
Course Induction
*Assignment 1 Overview
|
|
2 |
12th February |
Live briefing session from Client (TBC: depending on client availability)
|
Client briefing session: Compulsory Attendance
|
3 |
19th February |
Getting Started: Understanding the company, the brand & target audience |
Pit Stop 1 – Group Meeting
|
4 |
26th February |
Mapping campaign objectives
|
Pit Stop 2 – Group Meeting |
5 |
5th March |
Building your campaign strategy
|
*Industry guest speaker for strategic planning Pit Stop 3 – Group Meeting |
6 |
12th March (Public Holiday Monday) |
Planning the campaign concept
|
Pit Stop 4 – Group Meeting |
7 |
19th March |
Art Direction (Executing the campaign concept)
|
*Industry guest speaker for art direction Pit Stop 5 – Group Meeting |
8a |
26th March |
Media & production planning
*Overview of Assignment 2 *Remember mid-semester break is running from the 29th March until the 4th of April
|
|
8b |
W/C 5th April |
Planning your presentation
|
Assignment 1 – Ad Plan Due (Group Project)
|
9 |
9th April |
Measuring campaign effectiveness
|
|
10 |
16th April |
Finalising presentations and creative executions Feedback from Assignment 1 – Ad Plans
|
|
11 |
23rd April |
Pitching to a client *Overview of Assignment 3
|
|
12 |
30th April |
Scheduled Client Presentations
|
Assignment 2 - Presentations Due
|
13 |
7th May |
Scheduled Finalist Team Presentations
*Feedback from Assign 2 |
|
14 |
14th May |
Preparation of final assessment
-Measuring effectiveness of campaign |
Assignment 3 – Campaign Evaluation Report Due |
15 |
21st May |
Portfolio Workshop – Preparing book for Higher Ed and industry |
|
16 |
28th May |
No classes – all resubmissions due this week
|
|
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available in Canvas.
Overview of Assessment
Performance Evidence
Evidence of the ability to:
- generate concepts and ideas that provide innovative solutions to identified issues
- evaluate and test concepts and ideas
- present ideas and information to others and reflect on responses
- develop at least two concepts, substantiated and supported with sufficient information to allow implementation to occur.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must :
- describe the broad context in which concepts are being developed
- outline cultural, social and environmental issues and impacts to be considered in developing new concepts
- identify issues and requirements to commercialise the concept
- outline practical and operational issues to be considered in a specific work or community context
- describe the range of broad practical and operational issues that determine whether a concept can be implemented
- identify techniques for generating creative ideas and solutions, and for translating these ideas into workable concepts.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the creativity and innovation – critical thinking field of work and include access to:
- a full range of background information required to evaluate the operational factors that will affect the implementation of concepts
- opportunities to collaborate with others throughout the concept development process.
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 – Advertising Campaign Plan & Pit Stop Minutes, 2500 words – Group Assessment (Industry Based Project)
Purpose:
An ad plan is part of the key planning stages to achieve a company’s corporate objectives for an ad campaign. The ad plan highlights the campaign strategy, media, production and creative strategy used for a particular campaign. The purpose of this task is for you to implement these key areas and create your own ad campaign working on a live brief. You are to use integrated marketing communication strategies for a potential campaign and promotions in the Australian market.
Requirements:
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 over the Weeks’ 3 to 7. You will be assessed on your understanding of the client brief, your campaign idea and approach, your attendance at Pit Stop meetings and client pitch. This project provides you with the opportunity create a fully integrated advertising campaign.
Working in small agency teams you are required to develop a realistic and achievable Ad Plan. This plan will require your agency team to demonstrate and determine the most appropriate marketing communication strategies and campaign idea based on the client briefing session.
The plan is to be developed using report format covering all areas of the criteria and uploaded to Canvas as either a PDF or Word file.
*A guideline/template for key areas to be included in the Ad Plan will be provided on Canvas
Details of Assessment:
Part A: Ad Plan
Present an Ad Plan in report format (2500 words, not including appendices or reference list).
You can use a variety of supporting evidence and research methods to support your strategies, including primary and secondary research. The Ad Plan is to be electronically submitted via Canvas in either a Word or PDF file.
Part B – Pit Stop Minutes
Pit Stop minutes are to be collected and signed over Weeks’ 3 to 7.
This is a compilation of the minutes taken at your team’s Pit Stop meetings held from Weeks’ 3 to 7. Please scan the copies of your paperwork and compile into one PDF document using Adobe Acrobat. There will be an individual deduction of 2% off the final grade (per meeting) if you are absent from a Pit Stop meeting without supporting paperwork.
Due Date: Week 8b
Assessment Task 2 – Pitch and Presentation of Ad Campaign, Group Assessment (Industry Based Project)
Requirements:
In your group, you are required to develop a presentation of your team’s advertising campaign with accompanying visual aids (electronic and printed materials), drawing on your group’s campaign idea. This is the presentation and pitch of your team’s campaign strategies and Big Idea for a prospective advertising campaign. All groups’ are to consider the most effective and professional way to present their ideas using suitable visuals, mock-ups of creative ideas, video integration and design elements.
The presentations must cover the key areas on the criteria sheet provided. Presentations will run for 15 mins. The schedules for team presentations will be posted in Canvas in Week 11.
*Further details of assessment can be found in Canvas in the Assessment Folder.
Due date: Group scheduled presentation times will be allocated in Week 12 (depending on availability of the client).
Duration: 15 minutes
Assessment Task 3 – Campaign Evaluation Report and Pit Stop Minutes, 1500 words, Individual Assessment (Industry Based Project)
Part A – Campaign Evaluation Report
From your group’s proposed campaign in Assignment 1 and 2, you are to individually prepare a campaign evaluation report based on an evaluation strategy for: campaign timelines, measurement tactics for media used, evaluation of meeting legal and ethical standards, campaign costs and overall effectiveness of the campaign idea.
Due to time restrictions, the campaign cannot be pre-tested but it can be evaluated and reflections can be made based on the feedback given from Assignment 1 and 2. Part of preparing and implementing an effective ad campaign is through pre-testing ideas, conducting market research and surveys, applying measurement tactics and negotiating regularly with the client. An effective ad campaign will successfully reach the intended target audience in the most cost effective way and persuade them to take some form of specific action. In this assessment task you are to evaluate whether or not your group has effectively achieved the key areas listed in the criteria (for Assignment 1 and 2), make further recommendations for improvements and provide a summary of the measurement tactics used for the selected media channels (from your group’s ad campaign).
*A guideline of key areas to cover in this report will be provided.
Length: 1500 Words
Details of Assessment:
The campaign evaluation reports are to be submitted and uploaded electronically to Canvas in either a PDF or Word file.
Due: Week 14
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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