MKX9040 - Media audience research

Leader: Ms Irene Powell

Offered

Caulfield First semester 2007 (Off-campus)
Caulfield First semester 2007 (On-campus)

Synopsis

This unit will cover the purpose, methodology, application and management by media companies and advertising/media agencies of audience research for the selling and buying of media space and time for television, radio, newspapers, magazines and other media.

Objectives

The learning goals associated with this unit are to:

• differentiate between the current media research methodologies used for measuring television, radio, press, magazine and other media and emerging methodologies
• assess how this research is used by media companies in a competitive environment and sets the price for the sale of media space and time
• examine how advertising/media agencies analyse and interpret this data in light of their target audience delivery objectives and cost comparison analysis
• achieve a competent level of skill in the use of the software packages used by the media and advertising/media agencies to analyse and present data during the buying/selling process.

Assessment

Assignment(s): 30%
In-class test (2 hours): 20%
Examination (3 hours): 50%

Contact hours

One week block