Course Title: Perform media calculations
Part B: Course Detail
Teaching Period: Term2 2014
Course Code: MKTG5829C
Course Title: Perform media calculations
School: 650T TAFE Business
Campus: City Campus
Program: C4228 - Certificate IV in Marketing
Course Contact : Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email:timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Gail Scowcroft
Nominal Hours: 40
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 applies to individuals in an entry level position in a media buying role within an advertising team or media organisation who conduct media calculations to provide quantitative analysis of the effectiveness of advertisements.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBADV405A Perform media calculations |
Element: |
1. Evaluate advertising media budget |
Performance Criteria: |
1.1.Research and define media terminology |
Element: |
2. Calculate electronic media rating points |
Performance Criteria: |
2.1.Determine reach and effective reach for each advertising media |
Element: |
3. Apply mathematical functions to advertising media tasks and problems |
Performance Criteria: |
3.1.Calculate percentage shares and variations |
Element: |
4. Present media calculations |
Performance Criteria: |
4.1.Use electronic spreadsheets to perform media calculations |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to calculate media costings, to perform media ratings using mathematical techniques and to present resultant findings.
Details of Learning Activities
In class discussion and debate, research case study activities and relevant work related assessments
Teaching Schedule
| Week | Date | Topic |
| 1 | 7 July | Course Induction • Course overview • Overview of weekly learning • Reading material and assessment timings Student engagement activity The changing face of media/ introduction to media planning |
| 2 | 14 July | On line advertising: calculating ad costs: metrics: strengths/weakness. |
| 3 | 21 July | Television: Overview: metrics: delivery: costing and cost efficiencies. How viewers become ratings. |
| 4 | 28 July | Magazines & newspapers: Overview: metrics: evaluating costs |
| 5 | 4 Aug | Radio: listening: understanding ratings: Costs. Reach and frequency. Assessment 2 full briefing - students must attend to understand requirements for this assessment. |
| 6 | 11 Aug |
Media scheduling: using schedules for media activity 1st Assessment in tutorial time. Quiz |
| 7 | 18 Aug |
Cinema overview: metrics: costing: Newspapers now and in the future Resubmissions for Assessment 1. |
| 8 | 25 Aug | Using budgets to determine media selection: How to write a report. Qualitative/Quantitative approaches to media. |
|
Sept 1-7 mid Semester Break
|
||
| 9 | 8 Sept | Out of home media: Overview: metrics and discussion |
| 10 | 15 Sept | How the agencies make money: Agency service fees.
Review key measurement methods |
| 11 | 22 Sept |
Rationalising media choices and recommednations: FInal revisions for assessment 2. Assessment 2 due |
| 12 | 29 Sept | In store media: How the retailers control more media dollars. Using media for sales promotions. |
| 13 | 6 Oct | Legal & ethical. Rules & codes governing business practices |
| 14 | 13 Oct |
Review unit learning and discussion. Preparation for final ssessment. |
| 15 | 20 Oct |
Latest Radio & TV ratings 3rd and final assessment in tutorial time. Online/written quiz |
| 16 | 27 Oct | Interviews/Assessment feedback/ last date for Resubmissions |
Learning Resources
Prescribed Texts
No formal texbook is required. Texts will be provided by RMIT |
References
Other Resources
Overview of Assessment
Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks, for example:
- analysis of responses to case studies and scenarios
- assessment of written reports on media calculations
- demonstration of media rating and mathematical techniques
- direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
- observation of demonstrated techniques in calculating media ratings and advertising media problems
- oral or written questioning to assess knowledge of software packages for media calculations
- review of media calculations spreadsheets.
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.
Assessment Tasks
Students need to achieve competency in each of the three assessments to be deemed competent in this course.
Assessment Task 1 – Test
Date handed out: Week 6
Date and time due: Week 6
Group or Individual: Individual
Purpose: This assessment will allow you to demonstrate the skills and knowledge learnt in the first five weeks of class in a time pressured environment.
Requirements: This assessment will be in the form of a quiz which will be conducted in class time and include written answers, multiple choice questions, definitions and calculations. This assessment is closed book and one hour is allotted for completion.
Assessment Task 2 – Report / Research Assessment
Date handed out: Week 5
Date and time due: Week 11
Group or Individual: Individual
Purpose: This assessment will allow you to take on the role of the media manager in an advertising agency, and demonstrate your proficiency in a simulated work context.
Requirements: You have been approached by the manger of an online marketing company and asked to evaluate the viability of embarking on an awareness raising and direct action campaign in other media. This task will be presented in a report format ( 1000 words maximum) including tables of costing, media recommendations and justification for media selection and budget allocated.
Assessment Task 3 – Test
Date handed out: Week 15
Date and time due: Week 15
Group or Individual: Individual
Purpose: This assessment will allow you to demonstrate the skills and knowledge learnt during the semester in a time pressured environment.
Requirements: The 3rd assessment will be in the form of a quiz that will include multiple choice questions, media calculations, definitions and written answers. It will cover the whole units learning outcomes. This assessment is closed book and one hour is allotted for completion
Assessment Matrix
Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.
You need to demonstrate you are competent in each element of the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.
You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you demonstrate:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.
Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction
Other Information
Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent:
• Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration (see below).
• Ensure that you submit assessments on or before the due date.
• Retain a copy of your assessment tasks.
Electronic Submission
When submitting work online, you need to include the cover sheet supplied by your teacher. This includes the following declaration:
RMIT Electronic Submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration.
(URL: http://www.rmit.edu.au/students/assessment/declaration)
Resubmissions:
If you are found to be Not Yet Competent (NYC) in an Assessment Task you will be allowed one resubmission to demonstrate competence. 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”.
Late Submissions
Students are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If a student is to be prevented from submitting an assessment item on time, by circumstances outside their control, they may apply in advance to the teacher for an extension to the due date of up to seven calendar days. To be eligible for an extension, you must lodge the extension form availabile at the following link with your teacher: http://www.rmit.edu.au/students/assessment/extension
Where an extension of greater than seven days is needed, the student 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 on special consideration and how to apply can be found here: http://www.rmit.edu.au/students/specialconsideration
Final Date for All Assessments
No assessment tasks or resubmissions will be accepted after 5pm Friday, week 16.
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. Information on circumstances under which the assessment arrangements might be granted can be found at the following website: http://www.rmit.edu.au/students/assessment/adjustment
Course Overview: Access Course Overview