2002 Swinburne TAFE Handbook - Swinburne University of ...

Subject Details I 299
Operations managementtechniques.
VBJ392
20 nominal Hours· Prerequisite: Nil
Aims & Objectives
Develop an Environmental Plan
To provide the lea mer with the skills and knowledge required to develop an
environmental plan for the organisation.
Content
Constraints.
Stakeholders.
Process models.
Human Resources.
Oata.
Criteria.
VBJ405
51 nominal Hours· Prerequisite: VBJ221
Aims & Objectives
Advertising Media Planning
The purpose of this module is to enable leamers to develop planning and buying skills,
knowledge of methods of planning and buying media advertising programs, and the use
of media research to assist decision making.
Content
Extracting the media task from the marketing/advertising brief.
Preparing media plans and rationales.
Costing media plans.
Presenting media plans.
Conducting audience research.
Using media research.
Sales promotion and direct marketing.
Trade and retail advertising.
Computers in the media department.
VBJ406
34 nominal Hours· Prerequisite: Nil
Aims & Objectives
Advertising Industry Environment
This module enables the leamerto develop appropriate knowledge and skills ofthe
advertising industry environment.
Content
Participate as an effective member of an office/workplace while under
supervision.
VBJ407
Advertising Campaign Studies
51 nominal Hours· Prerequisite: VBJ217, VBJ21B, VAD950, VBJ221, VBJ405, VAB550,
VBF30l, VBJ220, VBJ222
Aims & Objectives
The purpose of this module is to enable leamers to develop a sound working knowledge
of each stage in the successful mass marketing of product/service, from production
design to agency brief, to advertising launch, including marketing activities which work
in conjunction with advertising to ensure success.
Content
Researching needs and wants.
Product/service design and testing.
Formulating features and benefits.
Strategic Planning.
Devising a communications plan and budget.
Writing an agency brief.
Brand image.
Media strategy.
Creative strategy.
Pre-testing.
Production.
PR activity.
Advertising as a distribution tool.
Merchandising and sales promotion.
Sales force training.
Campaign evaluation.
Differences between major categories.
VBJ408
51 nominal Hours· Prerequisite: VBJ217
Aims & Objectives
Strategic Advertising and Market
Planning
The purpose of this module is to enable the leamerto develop skills and knowledge on
how strategic marketing planning is undertaken and how marketing planning can be
used in an organsiation's interaction with its environment.
Content
Marketing/Advertising.
Strategic decision making process.
Market/Advertising investigation and research.
VBJ414
Advertising Campaign Management
51 nominal Hours· Prerequisite: VBJ407, VBJ40B
Aims & Objectives
The purpose of this module is to enable leamers to develop skills and knowledge ofthe
key role of an agency Account Executive as principal coordinator of an advertising
campaign, together with the responsibilities and duties that devolve with the job. It also
introduces the lea mer to the job functions of various executives on the client side, with
whom the Account Executive may have to interface.
Content
Personal qualities of an Account Executive.
Job function.
Job responsibilities.
Client contact.
WIP management.
Strategic planning.
Integrated marketing communications.
Team building.
The research brief.
The media brief.
The creative brief.
Timelines.
New business strategies.
Typical client structures.
Lateral thinking.
Work ethics.
VBJ415
Advertising Project
51 nominal Hours· Prerequisite: All modules in Year 1 and Year 2, Semester 1.
Aims & Objectives
The purpose of this module isto enable the leamerto develop a practical appreciation of
the various stages offormulating an advertising campaign.
Swinburne University of Technology I TAFE Handbook 2002