Advertising: Planning and Buying Media

Course aim

To advance students' knowledge of advertising media planning and purchasing processes through in-depth application of knowledge in industry cases and settings.

Course content

The following topics will be covered in the course content: how to measure media effectiveness; making comparisons of media vehicles; the audience delivered by different media vehicles; how media features in the life of its users; alternatives for scheduling media; differences in involvement of audiences with media and the advertising placed within it; new media and the future of traditional media and components of the advertising break/space.

Textbook(s)

Nil

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 5025	Marketing Management

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 10 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External	2 hours x 10 weeks
External (The opportunity to gain feedback for completed questions on a weekly basis; supported by e-readings; online discussion boards and web postings with individual consultation where required.)	N/A x 10 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Assignment 1 - Information acquisition, Assignment 2 - Presentation and debate, Assignment 3 - Critical comparative review resulting in justified recommendations, Examination

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
How to determine your Commonwealth Supported course fee. (Opens new window)

Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
How to determine the relevant non award tuition fee. (Opens new window)

Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.