MKW2231

Advertising media strategy

(BUS)

Mr Peter Scholem

6 points + 2-hour lecture and 1-hour tutorial/workshop per week + Second semester + Berwick + Prerequisite: MKW2211

Synopsis: Media research methods in the world0s major advertising regions - US, Europe, Asia and Australia. The advantages and problems offered by media planning computer programs. Interpersonal and inter-organisational skills in negotiating between media and advertising agencies.

Assessment: Ten written assignments (total 3000 words): 30% + Major written assignment: 30% + Examination (2 hours): 40%