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24207 Media Planning

Warning: The information on this page is indicative. The subject outline for a particular semester, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Undergraduate

Result type: Grade and marks

Requisite(s): 24210 Integrated Marketing Communications
These requisites may not apply to students in certain courses.
There are 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. explain the nature of the media industry and the media planning process
  2. appraise the importance of the client's business objectives, and other marketing variables such as budget, distribution and sales objectives, as a starting point for media planning
  3. evaluate the strengths and weaknesses of all media options both above and below the line
  4. design a media plan.

This subject also contributes specifically to the following Program Learning Objectives:

  1. show an understanding of essential concepts necessary for a career in business and related professions (PLO 1.1)
  2. demonstrate inter-relationships between differing business disciplines (PLO 1.2)
  3. demonstrate work-ready disciplinary knowledge (PLO 5.1)
  4. apply technical skills necessary for professional practice in business (PLO 5.2).

Contribution to course aims and graduate attributes

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 develops 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. This subject develops skills linked to the Faculty's graduate attribute that looks at developing critical thinking, creativity and analytical skills.

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 (i.e. tutorials). The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. These classes are supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) is used to share information and encourage interaction between staff and students. Students 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: Media Plan (Group)

Objective(s):

This addresses Subject Learning Objective/s: 1, 2, 3, 4.

This addresses Program Learning Objective/s: PLO 5.2.
Weighting: 30

Assessment Item 2: Mid-semester exam (Individual)

Objective(s):

This addresses Subject Learning Objective/s: 1, 2, 3.

This addresses Program Learning Objective/s: PLO 1.1, 1.2.
Weighting: 30

Assessment Item 3: Final Exam (Individual)

Objective(s):

This addresses Subject Learning Objective/s: 1, 2, 3, 4.

This addresses Program Learning Objective/s: PLO 5.1.
Weighting: 40

Minimum requirements

To pass the subject, students must achieve at least 50% of the final overall grade.

Required texts

Steve Dix (2010), 'Media Planning in Action', Cengage Learning Australia, Melbourne.

David Waller (2012), Lecture Notes and 'How To Write a Media Plan', UTSOnline.

References

Belch, George and Belch, Michael (2012) Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th edition, McGraw-Hill/Irwin.

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

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

Waller, David (2007) Mountain Bike Mania: The Promotional Plan, 2nd edition, Irwin/McGraw-Hill.

Marketing magazine www.marketingmag.com.au.