24207 Media Planning

Warning: The information on this page is indicative. The subject outline for a particular session, 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.

Subject handbook information prior to 2020 is available in the Archives.

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.

Description

This subject focuses on the important role of media planning (the allocation of resources between media options so that the communication message is delivered to a specified audience to achieve an organisation's communications objectives) 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 research and practical approach to media planning in line with current professional practice.

Subject learning objectives (SLOs)

1.	explain the nature of the media industry and the media planning process
2.	demonstrate practice-based methodologies necessary to 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.	demonstrate knowledge of current research and industry-based practice to evaluate the strengths and weaknesses of all media options both above and below the line
4.	work effectively with others as a member of a media/agency team to evaluate, assess and design a media plan, and communicate recommendations to a client using multiple communication formats that are part of the global business environment

Contribution to the development of graduate attributes

This subject builds on prior knowledge and concepts 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. Through the acquisition of knowledge of the media environment, vehicles and strategies it provides practice orientated 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 contributes to the development of the following graduate attributes:

• Business knowledge and concepts
• Business practice oriented skills

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

• 1.2: Demonstrate inter-relationships between differing business and related disciplines
• 5.1: Apply technical and professional skills necessary to operate effectively in business and related professions

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). Students will need to access materials (available on UTSOnline) prior to each week's class and complete any set activities to ensure adequate preparation. The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. Tutorials and lectures will include time where students will work together in student led discussion of the exercise and/or case with the provision of tutor and peer feedback. These classes are supplemented with both printed and electronic learning materials and resources which students use to prepare and complete activities. 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 (topics)

• Media planning process
• Segmenting and targeting
• Media selection
• Planning
• Tactics and implementation
• Media effectiveness

Assessment

Assessment task 1: Project Report (Group)

Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4
Weight:	30%

Assessment task 2: Mid-Session Quiz (Individual)

Objective(s):	This addresses subject learning objective(s): 1, 2 and 3
Weight:	20%

Assessment task 3: Final Exam (Individual)

Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4
Weight:	50%

Minimum requirements

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

Required texts

Helen Katz (2017), The Media Handbook, Sixth Edition, Routledge.

David Waller (2015), "How To Write a Media Plan", UTSOnline.

UTS Business School (2014), Guide to Writing Assignments, edition 3.1, www.uts.edu.au/sites/default/files/business-writing-guide-2014.pdf.

Recommended texts

Steve Dix (2013), Media Planning in Action, 3rd edition, Cengage Learning Australia, Melbourne.

Larry D. Kelley, Donald W. Jugenheimer, & Kim Bartel Sheehan (2015), Advertising Media Planning: A Brand Management Approach, Fourth Edition, Routledge.

References

Belch, George and Belch, Michael (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th 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. (2010) Advertising Media Planning, 7th edition, McGraw-Hill: New York.

Waller, David (2012) Developing Your Integrated Marketing Communications Plan, McGraw-Hill Australia.

Marketing magazine www.marketingmag.com.au.