Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): 24210 Advertising and Promotions Management
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject focuses on the important role of media planning in the development of an organisation's marketing communications activities. It provides an understanding of the media planning process and strategic decision making behind media selection in successful advertising campaigns. It also provides both a theoretical and practical approach to media planning.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Understand the nature of the media industry and the media planning process.
2. Recognise the importance of the client's business objectives, and other marketing variables such as budget, distribution, sales objectives, as a starting point for media planning.
3. Determine the strengths and weaknesses of all media options both above and below the line.
4. Design a media plan.

Contribution to graduate profile

This subject builds on prior knowledge gained in 24210 Advertising and Promotions Management by providing a basis for understanding marketing communications and the strategic planning of media activities in both traditional and interactive media. It will develop an understanding of, and skills in, media research to evaluate different proposed media vehicles, reach and frequency calculation, and, writing and presenting a realistic media plan. Further, specific issues in media planning in the areas of communication, IT, cross-cultural studies and business ethics are addressed.

Teaching and learning strategies

The lectures and seminars will incorporate a range of teaching and experiential learning strategies including lectures, case studies, class exercises and discussion, electronic-based information, academic and industry readings, presentations and videos.

Content

• Media Planning Process
• Segmenting and Targeting
• Media Selection
• Planning
• Tactics and Implementation
• Media Effectiveness.

Assessment

Assignment 1 (Individual)	30%
These addresses objectives 1–3.
Assignment 2: Promotional Plan (Group)	30%
This addresses objectives 1-4.
Final Exam (Individual)	40%
This addresses objectives 1–4.

The examination will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. The assignments will be secured through a combination of updating of assessment tasks across semesters and/or plagiarism detection software.

Recommended text(s)

Readings in Media Planning, (2004) School of Marketing, UTS.

Indicative references

Avery, J. (2000) Advertising Campaign Planning: Developing an Advertising-Based Marketing Plan, 3rd ed., Copy Workshop: Chicago.

Donnelly, W.J. (1996) Planning Media: Strategy and Imagination, Prentice Hall Inc: Upper Saddle River, NJ.

Martin, D.G. and Coons, R.D. (1996) Media Flight Plan III: A Strategic Approach to Media Planning Basics, Deer Creek Publishing: Provo Utah.

Sayre, S. (1998) Ad Campaign Planner, South-Western College Publishing: Cincinnati, Ohio.