Undergraduate - UnitMKX2231 - Advertising media strategy

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

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, or view unit timetables.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Offered	Berwick Second semester 2012 (Day)
Coordinator(s)	Ms Irene Powell

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.

Outcomes

The learning goals associated with this unit are to:

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