24207 Media Planning

Subject level: Undergraduate

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 Integrated Marketing Communications 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 subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and workshops (ie, tutorials). The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

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

Assessment

Assessment item 1: Mid-semester Exam (Individual)

Assessment item 2: Project Report(Group)

Assessment item 3: Final Exam (Individual)

Required text(s)

Media Planning Notes (2009), School of Marketing, UTSOnline

'How To Write a Media Plan', UTSOnline

Indicative references

Belch, George and Michael Belch (2007), Advertising and Promotion: An Integrated Marketing Communications Perspective, 7th edition, McGraw-Hill/Irwin

Rossiter, John R. and Steven Bellman (2005) Marketing Communications: Theory and Applications, Pearson Education Australia: Sydney

Sissors, J.Z. and Baron, R.B. (2002) Advertising Media Planning, 6th ed., McGraw-Hill: New York NY

Waller, David (2004) Mountain Bike Mania: The Promotional Plan, 2nd edition, Irwin/McGraw-Hill

Marketing magazine www.marketingmag.com.au