Media Planning

Course aim

Media Planning aims to provide students with an understanding of the process involved in effectively and efficiently selecting and purchasing media space for advertising.  It builds upon concepts covered in Advertising (MARK 2007) by showing how these concepts apply not only to creating advertising, but also to placing that advertising in the media.

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)

Sissors, JZ & Baron, RB 2010, Advertising media planning, 7th ed, McGraw-Hill, New York

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 1008	Buyer and Consumer Behaviour
MARK 2007	Advertising
MARK 1010	Marketing Principles: Trading and Exchange

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Lecture	2 hours x 10 weeks
Tutorial	1 hour x 10 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Online Recorded Lectures)	2 hours x 10 weeks
External (Online Staff Consultation)	As required 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

Essay, 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:
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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.