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

Specific program
Program	Subject Area & Catalogue Number	Course Name
DMBA	BUSS 5245	Strategic Marketing
DMMA	BUSS 5245	Strategic Marketing

NOTE: Students enrolled in the MBA programs are required to undertake BUSS Strategic Marketing instead of MARK 5025 Marketing Management as a prerequisite course.

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
INTERNAL, CITY WEST (INTENSIVE)
Seminar	30 hours in total x N/A

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

Assessment

Assignment, Project

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:
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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:
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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.