Undergraduate - UnitMKX2231 - Advertising media strategy

This unit entry is for students who completed this unit in 2015 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.

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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.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Not offered in 2015
Coordinator(s)	Ms Violet Lazaravic

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: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Dr Stephen Saunders

Prerequisites

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