Course Title: Message and Media Strategy
Part A: Course Overview
Course Title: Message and Media Strategy
Credit Points: 12.00
Course Coordinator: Dr. David Fouvy
Course Coordinator Phone: +61 3 9925 2581
Course Coordinator Email: david.fouvy@rmit.edu.au
Course Coordinator Location: Building 9 Level 4
Course Coordinator Availability: Email for an appointment
Pre-requisite Courses and Assumed Knowledge and Capabilities
None.
Course Description
Great advertising campaigns are inspired by insights about consumers and brands and how the two interact. The most important decisions are what to say, (message strategy); and how best to reach your target audience, (media strategy). The growth of digital technology and social media has created many more media options for advertisers and their agencies to effectively and efficiently reach their target audience.
In this course, you will examine international and local advertising campaigns and specifically campaigns that have built a strong brand connection with consumers. The role and function of strategic and media planners will be explored, including how they transform research data into strategic insights and then use these insights as the foundation for their message and media choices.
As part of the course, you will undertake learning activities and/or assessment to engage and connect you with industry relevant to your current studies. Specifically, you will be given the challenge of developing and pitching an advertising campaign in response to a live client brief.
Objectives/Learning Outcomes/Capability Development
Program Learning Outcomes
This course contributes to the following BP354 Bachelor of Professional Communication Program Learning Outcomes:
- PLO2: Collaborate respectfully with diverse stakeholders, both locally and globally to problem solve within and across a range of professional contexts
- PLO3: Employ intellectual agility, knowledge, and skills to develop creative solutions for an unpredictable world and to adapt to professional and personal change.
Course Learning Outcomes
Upon successful completion of this course, you will be able to:
- Identify and discuss the theories and practice that underpin message and media strategy.
- Analyse consumer and industry research to construct message and media strategies.
- Produce creative briefs that lead to effective and original solutions.
- Develop and pitch advertising campaigns that demonstrate how best to communicate to a target audience.
- Develop evaluation plans to assess how your proposed Campaign addresses the client’s objectives.
Overview of Learning Activities
Your learning experiences will include interactive seminars, tutorials, consultations and team-based activities. You will have the opportunity to study the theories underpinning this course and explore key concepts through exercises and discussion. There will be both individual and team exercises in tutorials to further develop ideas introduced in the weekly seminar. Local and international advertising examples will be presented and discussed. Self-directed learning (outside class hours) is also an important component for the successful achievement of the objectives of this course.
Delivery may be face-to-face, online or a mix of both.
Overview of Learning Resources
Seminar and tutorial notes, course reading list, and other resources will be available through Canvas. It is important that you complete the designated prework prior to your tutorial. You will also be expected to make extensive use of the library resources.
There are services available to support your learning through the University Library. The University Library has extensive resources for Media and Communication students. The Library has produced a subject guide that includes quality online and print resources for your studies http://rmit.libguides.com/media-and-communication
The Library provides guides on academic referencing and subject specialist help as well as a range of study support services. For further information, please visit the Library page on the RMIT University website and the myRMIT student portal
Overview of Assessment
Overview of Assessment
You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. Assessment may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.
The assessment for this course consists of three pieces of work. Please refer to Canvas for further information concerning assessment
Assessment tasks
Assessment Task 1: REPORT : DEVELOPING MESSAGE AND MEDIA STRATEGY (individual) (30%) CLO’s 1 & 2
Assessment task 2: ADVERTISING CAMPAIGN 1 (Individual) (40%) CLO’s 2,3 & 4
Assessment task 3: ADVERTISING CAMPAIGN 2 (group): (30%) CLO’s 2,3 4 & 5
Feedback will be given on all assessment tasks.
If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services: https://www.rmit.edu.au/students/support-services/equitable-learning if you would like to find out more.
Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions