Course Title: Originate and develop concepts
Part B: Course Detail
Teaching Period: Term1 2021
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: Felicity Burns
Course Contact Phone: +61 3 9925 5486
Course Contact Email: felicity.burns@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Joe Matthews
joseph.matthews@rmit.edu.au
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
'Develop an advertising campaign' course consists of three (3) 'clustered' units of study including:
- Originate and develop concepts
- Develop an advertising campaign
- Evaluate campaign effectiveness
The course will be delivered through face-to-face classes (online via Collaborate Ultra) and by accessing materials and resources online here in Canvas. In this course you will have the opportunity to develop and execute your big ideas into a fully integrated advertising campaign for industry within a WIL Project.
Teaching Schedule
This course is co delivered and co assessed as a cluster course consists of three (3) 'clustered' units of study including:
- Originate and develop concepts
- Develop an advertising campaign
- Evaluate campaign effectiveness
Week 1
Course Induction
• Course delivery details and expectations
• 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)
- Project work overview and client briefing preparation
- Planning group work and organising agency teams
- Ad campaign planning/ steps in creating an ad campaign
- Behind the scenes of an ad campaign
*Assignment 1 Overview
*Project overview
*Prepare Welcome Videos
Week 2
15 February
Getting Started: Understanding the company, the brand & target audience
- Developing an ad plan / WIP reports
- The situation analysis (market position)
- The company, product and brand analysis (perceptual map)
- The consumer analysis (consumer insight)
- Product usage
- Understanding the customer journey and pathway to purchase
Week 3
22 February
- Planning an ad campaign and project management
- Preparing questions for the client
- Analysing and understanding the client brief
- Key areas of an ad plan
WIP 1 due
Week 4
1 March
Client briefing session (TBC: depending on client availability)
Mapping campaign objectives
- Defining problems and identifying opportunities
- Setting objectives (marketing and communication)
Week 5
8 March
Building your campaign strategy
- Creating your marketing and communication strategy
- Positioning the message and product/service
- Planning media channels and media strategy to communicate campaign message
6 15 March
Planning the campaign concept
- Setting the creative space
- Preparing your SMP
- Brainstorming and Big Idea generation (developing concepts)
- Creative messages, creative storytelling and persuasive copy
Week 7
22 March
Art Direction (Executing the campaign concept)
- Preparing the creative brief
- Production planning for creative work
- Creative mock-ups
WIP 3 due
Week 8
29 March
Media & production planning
- Finalising media tactics
- Implementing the production plan into the ad plan
- Finalising timelines, budget and campaign costs
Measuring campaign effectiveness
- Evaluation as a strategic concern (legal and ethical considerations)
- Measuring effectiveness argument for and against
- Methodology and practices of measurement
- Measuring and evaluating digital, social and unique marketing communication tactics
AT1 Due
5 April
Week 9
12 April WIP status reporting
WIP 4 due
Mid-semester break
Week 10
19 April
Preparing Campaign Presentations
- Planning your presentation, agency pitch and creative work
- Feedback from Assignment 1 – Ad Plans
Week 11
26 April
Finalising Campaign Artwork
WIP 5 due
Mid-semester break 12
3 May
Preparing Client Presentations
Week 13
10 May
Finalising Client Presentation
Week 14
17 May
Client Presentations
*TBC Depending on availability of the client
Due: Assessment Task 3 - Campaign Evaluation Report
AT2 Due
Week 15
24 May
Measuring effectiveness of campaign
Week 16
31 May
Re-submissions due this week
Week 17
7 June
Portfolio Workshop – Preparing for Higher Ed and book for industry
Learning Resources
Prescribed Texts
References
Other Resources
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
Summary and Purpose of Assessment 1
Assessment Instructions
You will collaborate in a group of students to undertake research, idea development and planning for an advertising campaign, then individually collate the work into a report format.
This is a practical task that includes product outcomes. There are five key parts to this assessment:
- The client briefing meeting
- The report to recommend two (2) concepts and ideas
- Five (5) work in progress meetings with your team
- Seeking specialist advice
- A journal of idea development
What
This is a group assessmenttask that is conducted in industry. In this task you, as a group will generate ideas and collate these into a recommendations, plans, presentations and other parts of a report that includes a campaign production plan, the creative concepts and the recommendations for accepting the groups ideas for the advertising campaign.
Once the group has generated, evaluated and decided on the recommended approach, you will individually collate a report that collates all research, decisions and plans. Your evidence of your group work will be submitted and assessed individually.
Your group will then present the proposal to the client in AT2 and evaluate the outcomes of the campaign in AT3.
You will be assessed against the criteria in the Marking Guide at Section B of this assessment (Section C in the assessor version). The following steps are a guide to completing this project successfully:
- The client briefing meeting
This project provides you with the opportunity to work on a live brief and work directly with industry. The client is Melbourne-based and will present the advertising campaign brief to you in class.
You will need to ask relevant questions and record the responses to yours and others questions to confirm the objectives, deadlines, details and specifications of the campaign brief in order to develop a strategic advertising campaign consistent with the client requirements.
You will also discuss and clarify client constraints like budget, timelines and similar.
All of the deadlines and key milestone dates will be based on the availability of the client and their working timeline.
- The report to recommend two (2) concepts and ideas
Working in small agency teams you are required to develop a realistic and achievable advertising campaign plan. The ‘ad plan’ will require your agency team to demonstrate and determine the most appropriate marketing communication strategies, media strategies and campaign idea based on the client briefing session.
The group will undertake all research together or in delegation, discuss and evaluate ideas and concepts, make decisions about the two (2) ideas and concepts to be further explored to create the campaign strategy and create the detailed evaluation criteria, specifications, budget and similar.
You will then individually collate the group work to document a recommendations report for the client.
The ad plan is to be developed using a report format (2500 words, not including appendices or reference list) covering all areas of Criteria 2 from the Marking Guide at Section B of this assessment (Section C of the Assessors version).
You can use a variety of supporting evidence and research methods to support your strategies, including primary and secondary research. You will record your research where indicated throughout the criteria, and document your sources in a reference list.
You should also consider attaching findings, work examples and copies of correspondence as Appendices to your report to make it easy for your Assessor to understand your report.
- Five (5) ‘work in progress’ meetings with your team
You are required to conduct a minimum of five (5) scheduled Work in progress (WIP) meetings for your team. The purpose of the WIP meetings are to track and report on the progress of the development of the Ad campaign plan, and to progressively record the status of all the allocated tasks of each group member.
Each WIP is to have an agenda developed prior to the meeting, and ‘minutes’ of each meeting documented for submission and assessment. You are required to include your teacher on both documents, and to electronically invite your teacher to each WIP meeting. Your teacher will view and sign each of the WIP Minutes, which must be presented for signing within one week of the date of activity.
To complete this assessment task, you must attend all WIP meetings. If you are absent from a WIP meeting and have a compelling reason for this, you must provide supporting documentation to your teacher. Any absence from a meeting needs to be supported with evidence that you have been communicating your work status with your team and working on the assessment task at hand. A template for WIP agenda / minutes will be provided.
WIP minutes are to be collected and signed over Weeks 3 to 11, collated and uploaded to Canvas in one combined PDF file.
- Seeking specialist advice
You must seek specialist advice to support the creative and technical aspects of your project. You will apply the information obtained through this advice to your report and label it.
Specialist advice is needed where you are not normally responsible, within your role, to complete a task, or there are legal or other constraints that make accuracy important. For example, if you plan to a graphic designer for all visual elements, you may get their specialist advice on the timelines, budget, process and standards that need to be integrated into your own production, campaign and other plans.
For this assessment, specialist advice could be from the assessor or from another teacher / assessor at RMIT playing the role of a specialist.
The advice that is sought could be individual or as a group and can be on creative and technical aspects of your choice.
You will need to submit evidence of communication with the specialist.
- A journal of idea development
You will need to, as a group, choose ideas for effective advertising including text content, styles, themes, images and similar specifications. You will need two (2) refined ideas at a minimum to produce the report and to pitch to the client in AT2.
You must keep a journal of your own ideas in a format of your choosing. However, the suggested format is a table (I don’t understand this). You will need to record the aspects of the campaign including the creative ideas and discuss how you generated, refined and evaluated ideas individually and as a group. You will need to address all of the listed information from Criteria 5 of the Marking Guide at Section B of this assessment.
Collate all of your documentation into a single PDF file for submission in the criteria order. Make sure you have labelled where you have addressed criteria and consider using a table of contents for the submission.
Check your documentation is professional presented with consistent headings, subheadings, fonts and font sizes and is free from spelling and grammar mistakes.
Summary and Purpose of Assessment 2
This is the second of three tasks to demonstrate that you can originate and develop concepts, develop an advertising campaign in response to an advertising brief, including clarifying and defining campaign objectives, preparing the advertising budget, and scheduling.
Assessment Instructions
Your group must present one team members advertising report to the client for feedback. You can choose the report you feel is the easiest to understand or use parts of multiple students reports to collate a final version.
There are five (5) key parts to this assessment:
- Preparing for the presentation as a group
- Presenting to the client as a group – your assessor will inform you of the date and time of the presentation no less than two (2) weeks before the presentation
- Updating your individual report to address the feedback your group receives
- Reflecting on your process so far to identify any opportunities to improve your personal concept development
- Implementing the plan to select suppliers
What
This task follows on from Assessment Task 1.
In this task you must further develop your idea by presenting it to the client, seeking feedback and implementing it.
You will be assessed against the criteria in the marking guide at Section B of this assessment. You should use this as a guide as to the actions you should take to carry out the presentation and implement the campaign.
In summary, your group (‘team’) must select one student’s report or review and collate the team’s individual reports to present one consolidated and finalised set of documents to the client using accompanying visual aids (electronic and printed materials), drawing on your group’s campaign idea.
All groups are to consider the most effective and professional way to present your ideas using suitable visuals, mock-ups of creative ideas, video integration and design elements. It is expected that all teams present their campaign artwork using art boards and bring a printed and bound booklet of the presentation for the client to retain. The presentation must cover the key areas of criteria 1 & 2 in the Marking Guide at Section B o the assessment.
- Presentations will run for 15 mins with an additional 5 minutes of question time for the client
- The presentations will run during Week 14 and schedules for team presentations will be posted in Canvas in Week 13
- Presentation slides and any video links are to be uploaded to Canvas
Following the presentation, you will follow ordinary work processes to refine the campaign to address feedback and implement it to identify and select service providers. The selection of service providers will be done in simulation or as directed by your assessor.
Summary and Purpose of Assessment 3
This is the third of three tasks to demonstrate that you can to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been achieved.
Assessment Instructions
You must implement a section of your advertising campaign in order to collect feedback and other data, and then evaluate the outcome.
There are three (3) stages to this assessment:
- Implementation of the advertising campaign
- Documentation of an evaluation plan
- Evaluation of the outcomes
What
This task follows on from Assessment Tasks 1 and 2.
The client has accepted some aspects of the advertising campaign and negotiated some other aspects informally since the agreement to the plan.
It is now time to implement and evaluate the advertising campaign.
You will need to address the criteria in the Marking Guide at Section B of this assessment. The following instructions will help you to do this successfully:
- Implementation of the advertising campaign
You will need to collect some feedback which you can use in your evaluation. To do this, your group should use campaign plan from AT1 and AT2 to:
- Implement the creative strategies to complete the copy and creative elements for AT LEAST one (1) advertisement planned in AT1 and AT2 and utilising the skills and knowledge of the group.
NOTE: You are not being assessed on your ability to finalise the advertisements or the presentation of any advertisement elements.
You should delegate responsibilities amongst your team to meet the timelines negotiated with your assessor on commencement of this assessment.
- As a group, present the finished advertisements to the peer group (either formally in class OR informally on a forum according to your Assessors instructions) along with a copy of the criteria for each of the advertisements.
It is expected that the creative strategies, finished advertisements and other aspects of the work will fall short of the plan because you are not expected to have OR source the graphical and copywriting skills, knowledge and experience required to ordinarily produce high quality advertisements.
- Collect feedback from each other student group (not each student) on the advertising campaign including the copy and creative aspects of the finished advertisement. Each group should exchange feedback including at least two (2) positives and two (2) negatives of the finalised advertisements.
- Collect feedback from at least two (2) external sources. You should aim for a minimum of at least two (2) positives and two (2) negatives from each source.
- Documentation of an evaluation plan
Following on from the collection of feedback, a review and evaluation milestone is due. Data to inform evaluation has been partially collated for you. You must use the data to individually evaluate the campaign effectiveness.
You will need to plan your evaluation according to the criteria 1a – 1c in the Marking Guide at Section B of this assessment and to:
- Use the information provided by the client and your Assessor - this may relate to the negotiated arrangements. They will provide you with some information related to:
- Expenditure information
- Media program results
- Market information (where relevant to the current context in which the assessment is being undertaken)
- Any emerging client or agency information
- Campaign objectives as stated in the Client Brief
- Use a range of other information sources including modelling software and calculators that give indications of possible campaign reach and effectiveness.
- Evaluation of the outcomes
You will use your plan to then evaluate the campaign according to criteria 2a – 2f of the Marking Guide at Section B of this assessment (Section C in the Assessors version).
As time may not permit the collection of real data related to your project you may need to make some assumptions about the data you are provided and the data you collect. IMPORTANT: You must record all assumptions in an appendix attached to your completed evaluation report.
Where you need to model or use a calculator you should assume the outcome is +/- 10% (whichever would indicate than an improvement or other recommendation is needed).
Where data provided by the client or your assessor does not relate to your advertising plan, you must still include it in the plan indicating that this was a client negotiated change UNLESS other relevant data can be obtained to replace the specific data provided.
You must collate all documents produced in this assessment into a single PDF document for submission including:
- The finalised advertisement(s)
- The feedback collected and collated into a single table
- The evaluation plan
- The evaluation report including copies of information considered or links to information on websites, a reference list and assumptions list.
Assessment Matrix
Assessment Task 1: Due week 8
Assessment Task 2: Due week 14
Assessment Task 3: Due week 15
Course Overview: Access Course Overview