Faculty of Business and Economics

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Monash University Handbook 2011 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

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

FacultyFaculty of Business and Economics
OfferedBerwick First semester 2011 (Day)
Caulfield Second semester 2011 (Day)
Coordinator(s)Ms Jiemiao Chen


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 goals associated with this unit are to:

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


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

Chief examiner(s)

Ms Jiemiao Chen

Contact hours

3 hours per week


Students must have passed one of the following: MKF3461, MKW2211, MKG2460, MKW2460, MKW3461, or MKC3460 before undertaking this unit.