Skip to content | Change text size
Handbooks Courses Units

MKX3621 - Advertising management

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Ms Sandra Luxton


Berwick First semester 2008 (Day)
Caulfield Second semester 2008 (Day)


This unit explores advertising management issues. Topics include: the structure and responsibilities of the advertising industry and its controls. Management of advertising within the agency and within the client and the relationship between these two parties. The issues faced by clients and their agencies in maximising the effectiveness of an advertising budget, including the choice of advertising research techniques, media developments, production and international advertising considerations.


The learning objectives of this unit are to:

  • explain the advertising management process within a client organisation, media group or an advertising agency;
  • formulate an appropriate approach for the selection, evaluation, briefing and remuneration of an advertising agency;
  • explain the various relationships within the agency / client / media roles;
  • critically evaluate creative concepts and executions;
  • critically assess ideas associated with advertising management issues.


Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

3 Hours class contact or equivalent per week


One of the following units MKF3461, MKW2211, MKW2460, MKW3461, MKF2331, MKC3460

[an error occurred while processing this directive]