Media Planning

Queensland University of Technology

Course Description

  • Course Name

    Media Planning

  • Host University

    Queensland University of Technology

  • Location

    Brisbane, Australia

  • Area of Study

    Advertising, Media Studies

  • Language Level

    Taught In English

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

    12
  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Synopsis:
    This unit introduces the qualitative and quantitative factors affecting media selection and use by advertisers. It covers the costing and scheduling of media, market targeting, measuring media exposure, media comparisons and trends. In-depth analysis of advertising media will allow learners to develop an understanding of the characteristics of each. The application of the concepts of media decision making, media strategy and research to the development of a media plan are emphasised.
    Learning Outcomes
    Upon completion of this unit, you will be able to:
    1. Explain how media strategy fits into the overall marketing communication plan.
    2. Interpret sources of secondary research on consumer behaviour, media usage and audiences.
    3. Describe audience measurement terms and statistics.
    4. Distinguish characteristics, advantages, disadvantages and buying specifications for differing types of advertising media.
    5. Calculate budgets, plan a media calendar and complete a media plan for a client
    6. Analyse current industry issues and future challenges and link these issues to media theory
    Content
    You'll become proficient at working with quantitative and qualitative information to develop and support your arguments for, and sometimes against, the use of specific paid mass media in advertising campaigns. In other words, you'll become more comfortable working with numbers and ideas in the planning and execution of mass media campaigns.
    Additionally, you'll become familiar with the strengths and limitations of the syndicated research commonly used for advertising planning. You will develop a deeper understanding of the various mass media and other channel opportunities, both paid and unpaid, which are commonly used in advertising campaigns. And perhaps most importantly, you will develop a sense of the opportunities for creative thought and execution that are available through the media planning system.
    Approaches to Teaching and Learning
    This unit incorporates an experiential learning approach implemented through a client-based project in which you will develop a media plan for a real world client. Further assessment is based on the hands-on approach to media planning in this unit with tutorials designed to provide realistic media planning tasks and gather feedback throughout the semester. Communication skills and awareness of industry issues are developed through tutorial presentations with peer evaluations.
    Assessment
    Assessment name: Media Research
    Description: Utilising the research from Asessment 1, students are to design and present a media strategy in response to a specific brand media brief. Presented in a powerpoint format.
    Length or Duration: 20 PowerPoint slides, 15 minute presentation
    Summative or Formative: Summative and Formative
    Relates to objectives: 1, 2, 3 4, 5 & 6
    Weight: 30
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 6
    Assessment name: Mid Semester Exam
    Description: The exam will consist of multiple choice questions where students will be required to apply their knowledge of media planning drawn from lectures and tutorials to cases and advertising scenarios
    Length or Duration: 90 minutes, no perusal.
    Summative or Formative: Summative
    Relates to objectives: 1, 2, 3 and 4
    Weight: 30
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 10
    Assessment name: Media Strategy Plan
    Description: Utilising the research from Assessment 1, students are to design and present a media strategy in response to a specific brand media brief. Presented in a powerpoint format.
    Length or Duration: 20 PowerPoint slides, 15 minute presentation
    Summative or Formative: Summative and Formative
    Relates to objectives: 1, 2, 3, 4, 5 and 6
    Weight: 40
    Internal or external: Internal
    Group or individual: Group
    Due date: Week 13

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.