Advertising Communications and Channel Planning

Bond University

Course Description

  • Course Name

    Advertising Communications and Channel Planning

  • Host University

    Bond University

  • Location

    Gold Coast, Australia

  • Area of Study

    Advertising, Media Studies

  • Language Level

    Taught In English

  • Course Level Recommendations


    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

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4.5 - 6
  • Overview


    This subject describes the major media options available to advertisers, develops skills in problem solving and strategic decision-making, and details the components of the media planning process.
    Learning Objectives
    1. You will have a good understanding of the fundamental principles, practices, & function of media planning & the knowledge of how to apply media planning theory to practice, with a view on how to develop & execute a comprehensive media planning strategy. You will gain practical knowledge regarding the evaluation of target audiences, assessing the effectiveness of different media types & allocating appropriate media budgets.
    2. You will learn the fundamental principles of strategy planning in advertising-how strategic consumer insights are distilled from research & influence the advertising development process. You will adopt a strategic perspective on communication tasks as well as understand & respect issues of ethical & social significance relevant to diverse communities, cultures & belief systems.
    3. You will be able to write focused, insightful creative briefs that lead to effective & more dynamic creative solutions & know how to critique & evaluate creative solutions in terms of their suitability to the original brief, advertising message, environment & target audience.
    4. You will learn to work as a team member. The major assessment is designed to simulate an 'agency' experience & requires working together in groups to design an 'improved' strategic media plan.
    5. You will further enhance your communication & presentation skills as well as the ability to critically reflect on these teamwork experiences in terms of continuing personal development.
    6. You will increase your understanding & awareness of the debates that surround media in advertising in a social & global context as well as ethical issues specific to advertising media & its uses.

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.

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.