Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Synopsis

Media research methods in the world's 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.

Objectives

The learning goals associated with this unit are to:

1. analyse the media planning and buying function
2. illustrate how research is used in the media planning and buying process
3. formulate a media plan by setting media objectives, determining a media strategy as well as evaluating and selecting media categories/media vehicles
4. evaluate media use decisions and campaign tracking options post analysis
5. critically analyse media buying issues and the media evaluation process.

Assessment

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

Chief examiner(s)

Irene Powell

Contact hours

3 hours per week

Prerequisites

Students must have passed one of the following: MKW2211, MKG2460 or MKW2460 before undertaking this unit.