Course Title: Develop an advertising campaign

Part B: Course Detail

Teaching Period: Term1 2019

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: Julia Makin

Course Contact Phone: +61 3 9925 5175

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

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 BUSM 7939C Originate & Develop Concepts & MKTG 7925C Evaluate Campaign Effectiveness:



Assessment /Comment           


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


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

*Prepare Welcome Videos for US students


·        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 Meeting 1: W/C 24/25th February


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 Meeting 2: W/C 3/4th  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




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



Art Direction (Executing the campaign concept)

·        Preparing the creative brief

·        Production planning for creative work

·        Creative mock-ups

WIP Meeting 3: W/C 24/25th 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

Assign 1 – Part B: Ad Plan Due



The Campaign Pitch

*Overview of Assignment 2




Preparing Campaign Presentations

·        Planning your presentation, agency pitch and creative work


 Feedback from Assignment 1 – Ad Plans

WIP Meeting 4: W/C 14/15th April


Mid-semester break running from Friday 19th April - Friday 26th April



 Finalising Campaign Artwork



*Overview of Assignment 3

Assign 1 Part A: WIP Minutes Due (Group Project)


WIP Meeting 5: W/C 28/29th April


Preparing Client Presentations




Finalising Client Presentations







Client Presentations - Global WIL Team

*TBC Depending on availability of the client


*Feedback from Assign 2

Assignment 2   - Presentations Due


 Measuring effectiveness of campaign



Assignment 3 – Campaign Evaluation Report Due


Resubmissions due this week




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

Assessment Task 1 – Advertising Campaign Plan & WIP Minutes, 2500 words – Group Assessment (Industry Based Project)


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.


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 WIP meetings scheduled. You will be assessed on your understanding of the client brief, your campaign idea and approach, your attendance at 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 – WIP Minutes

WIP (Work in Progress) minutes are to be collected and signed over the scheduled weeks before presentations commence. A WIP meeting is just like a scheduled work meeting that occurs daily in industry.

This is a compilation of the minutes taken at your team's meetings. Please scan the copies of your paperwork and compile into one PDF document using Adobe Acrobat. To pass this assessment you must be present at all WIP meetings. If you are absent from a scheduled meeting you will need to provide supporting documentation to your teacher.

Due Date:  

Part A (Ad Plan) - Week 8

Part B (WIP Minutes) - Week 11 


Assessment Task 2 – Pitch and Presentation of Ad Campaign, Group Assessment (Industry Based Project)


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.

*Further details of assessment can be found in Canvas in the Assessment Folder.

Due date: Group scheduled presentation times will be allocated in Week 13 (depending on availability of the client).

Duration: 15 minutes

Due date: Week 14


Assessment Task 3 – Campaign Evaluation Report, 1500 words, Individual Assessment (Industry Based Project)


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 15

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:   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.    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.

Course Overview: Access Course Overview