Faculty of Business and Economics

Monash University

Undergraduate - Unit

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.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2015 (Day)
Coordinator(s)Dr Elizabeth Snuggs


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: 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.

See also Unit timetable information

Chief examiner(s)


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


MKF3621, MKW3621