Credit Points 10

Legacy Code 101034

Coordinator Susanna Benzko Opens in new window

Description This subject explores the critical role of Media in Advertising Campaigns. Through research, analysis and strategic thinking, students will develop media plans for clients. This subject covers media planning in depth: choosing different combinations of media to achieve campaign objectives - digital, outdoor, print, social, radio, TV, cinema, ambient; the use of consumer insight in planning, measures of performance, and creativity in planning and buying.

School Humanities & Comm Arts

Discipline Communication and Media Studies, Not Elsewhere Classified.

Student Contribution Band HECS Band 4 10cp

Check your HECS Band contribution amount via the Fees page.

Level Undergraduate Level 2 subject

Pre-requisite(s) MKTG 1001 OR
MKTG 1006

Equivalent Subjects LGYA 0738 - Audience Analysis and Media Planning

Learning Outcomes

On successful completion of this subject, students should be able to:

1. Explain the key concepts and terminology used in advertising media planning.
2. Formulate objectives, strategies and tactics for media planning.
3. Use research and knowledge of audiences and the media environment to develop creative media strategies and tactics. (To be assessed by completing Exercises and the Major Project.)
4. Prepare, cost and evaluate a basic media plan and develop a hypothetical media calendar flow chart, allocate budget. (To be assessed by completing Exercises and the Major Project.
5. Apply Professional Conduct to tasks.

Subject Content

Introduction/Australian Media Market Overview
Media options available and analysis
The steps within the Media process
Media Strategy development
Target Audience review
Competitor Analysis
Media Implementation
Digital Media
Accountability