Course Title: Develop an advertising campaign

Part B: Course Detail

Teaching Period: Term1 2020

Course Code: MKTG7922C

Course Title: Develop an advertising campaign

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:

Name and Contact Details of All Other Relevant Staff

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 describes the skills and knowledge required to develop an advertising campaign in response to an advertising brief, including clarifying and defining campaign objectives, preparing the advertising budget, and scheduling.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV602 Develop an advertising campaign


1 Define campaign objectives

Performance Criteria:

1.1 Clarify 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 nature and extent of what advertising is to accomplish

1.3 Ensure campaign objectives are feasible, given 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


2 Prepare advertising budget

Performance Criteria:

2.1 Assess and specify research resource requirements for the advertising campaign

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

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

2.4 Ensure overall budget meets requirements of the advertising brief


3 Develop schedule for proposed advertising activities

Performance Criteria:

3.1 Confirm campaign length and timing from the advertising brief

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

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

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

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

Learning Outcomes

Students will be able to develop an advertising campaign that meets the clients brief and organisational goals.

Details of Learning Activities

Course delivery is 'face to face' including lectures and tutorials. Students required to undertake additional tasks in their own time.

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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. Students will be provided with feedback throughout the course to check their progress.

This course is co-presented and assessed with MKTG7922C Develop an Advertising campaign and MKTG7925C Evaluate Campaign Effectiveness

Teaching Schedule


   Week Commencing


Assessment /Comment           


10 February

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

*Global WIL Project overview



17 February

Getting Started: Understanding the company, the brand & target audience
• Developing an ad plan 
• 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


24 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: W/C 24 February


2 March

Live briefing session from Client (TBC: depending on client availability)


Mapping campaign objectives
• Defining problems and identifying opportunities
• Setting objectives (marketing and communication)


Client briefing session:

Compulsory Attendance



WIP 2:

W/C 2 March


9 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




16 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




23 March

Art Direction (Executing the campaign concept)

·        Preparing the creative brief

·        Production planning for creative work

·        Creative mock-ups

WIP 3: 

W/C 23 March


30 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 – Part A: Ad Plan Due


6 April

Mid-semester break 9 - 15 April  
9 16 April Class resumes (Thursday)

WIP 4:


20 April

Preparing Campaign Presentations

· Planning your presentation, agency pitch and creative work

 Feedback from Assignment 1 – Ad Plans



27 April

Finalising Campaign Artwork

*Overview of Assignment 3

AT1 Part B: WIP Minutes Due (Group Project)

WIP 5: W/C 27 April


4 May

Preparing Client Presentations



11 May

Finalising Client Presentations







18 May 

Client Presentations - Global WIL Team

*TBC Depending on availability of the client

*Feedback from Assign 2

AT2   Presentations Due


25 May

 Measuring effectiveness of campaign

AT3 – Campaign Evaluation Report Due


1 June

Re-submissions due this week



8 June

Portfolio Workshop – Preparing for Higher Ed and book for industry


Learning Resources

Prescribed Texts


Other Resources

All resources will be available in CANVAS.

Overview of Assessment



Performance Evidence

Evidence of the ability to:

  • develop an advertising campaign which meets the advertiser’s purpose and objectives as specified in the advertising brief, including:
  • specified timelines for task completion
  • resource requirements
  • budgetary allocations and justifications.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • explain principles of effective advertising for different markets
  • describe contents of advertising briefs
  • define what is meant by industry, services, products and organisation
  • outline and describe ethical requirements relevant to the advertising industry
  • identify organisational products or services
  • explain principles and purposes of advertising, consumer behaviour, and influences on buyer behaviour
  • identify and give an overview of key provisions of relevant legislation, codes of practice and national standards affecting business operations.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – advertising field of work and include access to:

  • relevant legislation and codes of practice
  • organisational policies and procedures
  • office equipment
  • business technology
  • advertising copy and creative brief.

Assessors must satisfy NVR/AQTF assessor requirements.

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 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

There are 3 Assessments tasks for this 'cluster'


Summary and Purpose of Assessment Task 1: Develop an advertising campaign plan


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 client brief.  You are to use integrated marketing communication methods and a single idea for a prospective ad campaign.


Assessment Instructions

This is an industry-based project working with a Melbourne-based client; as such, deadlines are designed around the client briefing session and availability of the client. 


All project work must be completed on time and submitted by the due date(s). Additionally, all group members must be present at the client briefing session and for all 'work in progress' (WIP) meetings over the Weeks 3 to 11.


You will be assessed on your understanding of the client brief, your campaign idea and approach, your attendance at WIP meetings and client pitch. This project provides you with the opportunity to work on a live brief and work directly with industry.



This assessment task consists of two parts (Part A and Part B), due on different dates.

 *Verbal questions may be asked during the observation while preparing the Ad Plan and during WIP meetings (in-class workshops).

Part A: Advertising campaign Plan

Working in small agency teams you are required to develop a realistic and achievable Ad 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 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

Present your 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 A is due: Semester Week 8

Part B – Work in progress (WIP)meeting Minutes

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 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 you 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.

The submission is a compilation of all WIP meeting minutes. Please scan the copies of your paperwork and compile into one PDF document.

  • Part B is due Week 14

WIP 1: Week 3

  • Meet and greet (video feedback, discussions on working across cultures, cultural nuances)

 WIP 2: Week 4

  • Live Client Briefing Session:  6th March 9.30 - 10.30 am AEST (TBC)
  • Team charters, assessment planning (students look at client brief together and go through what is required assessment wise), client brief discussion, outline of project, client briefing session.

WIP 3: Week 7

  • Assessment work: students go over research topics in ad plans (AUS) and marketing comms plans (USA).

WIP 4: Week 9

  • Creative idea brainstorming session for final campaign idea 
  • Final campaign idea confirmed

WIP 5: Week 11

  • Teams create spreadsheet for project and tasks to be completed between group members for the presentations to the client (before breaking up for the semester).

All WIPs due to be submitted Week 14. WIPs are to be signed and collated into a single PDF file and uploaded.


Assessment Task 2: Campaign presentation (Due Week 13)

This assessment task requires you to refine and apply their different creative concepts and theories of creativity within an integrated advertising campaign, and ‘pitch’ your ideas to the client. The presentation of the ad campaign highlights the team's problem-solving capabilities within the creative strategy outlined and also the effectiveness of the communications in the artwork executed.

During this process you experience the incubation stages of creating an idea and creative brainstorming, which lies at the heart of any advertising campaign. The success of a campaign is reliant on the core messages and tactics produced throughout these stages, including refined concepts to achieve the campaign's objectives. 



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 your 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. 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.

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


Assessment Task 3: Campaign Evaluation Report (Due Week 14)

This is an individual assessment task.

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. 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 Assessments 1 and 2.

 Assessment Instructions

In this assessment task you are to prepare a report based on your evaluations as to whether or not your group has effectively achieved the key areas listed in the criteria of Assignment 1 and 2 (in your team's ad campaign) based on the feedback provided. In addition, you are to make further recommendations for improvements of your team's ad campaign.

The campaign evaluation report is to be based around the evaluation strategy for: campaign timelines, summary of measurement tactics used for specific media channels, whether the campaign has met legal and ethical standards, overall campaign costs and effectiveness of the campaign idea. 

The campaign evaluation report is to be presented in report format and in either a PDF or Word file with a cover page. 

Length: 1500 Words

*A guideline of key areas to cover in this report will be provided.


You must include all criteria shown in the Section B listed below.


You will be provided some class time to work on this assessment, however, it is expected that the majority of this assessment will be completed outside of class.


You will be assessed against the criteria as listed in the observation checklist of this task and how well you answer the criteria in report format. To achieve a satisfactory result, you will need to address all of criteria satisfactorily.


Instructions on submitting your Product Assessment   

You are to submit this Task via CANVAS by the due date.


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.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS) 
  • 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:   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:   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:   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.    Your assessment grades will be:   Satisfactory Not satisfactory Did not Submit   Final grades    Final Grades table:     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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