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Media Analysis and Planning (11098.1)

Level: Intermediate Unit Level
Credit Points: 3
HECS Bands: 1
Faculty: Faculty of Arts and Design
Discipline: School of Arts and Communications


Unit Outlines

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  • Semester 2, 2019, ON-CAMPUS, BRUCE (184413) - View

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In this unit you will explore the broad media landscape and channel planning in lieu of research metrics, proprietary tools (and software), allowing you to demonstrate competence in channel selection to prescribed media budgets and specified time frames. A media plan sets out a systematic process that synchronizes all contributing elements in order to achieve specific objectives. You will learn how to select optimal media platforms while reaching the right audience at the right time to generate desired responses. The planning and implementation of media is a multibillion dollar business which critically impacts communication effectiveness. The knowledge and skill sets acquired throughout this unit will prepare you to face the challenges of today?s complex and fast evolving media landscape.

Learning Outcomes

After successful completion of this unit, learners should be able to:

1. Explain the broad Australian media landscape, review channel selection, and explain the research metrics employed in determining an effective media schedule;

2. Analyse and experiment with target audience analysis, using a variety of media research tools while developing skills in strategic decision-making; and

3. Interpret media industry dialogue, its operation, terminology and components of the media planning process.

Assessment Items

Contact Hours

One 2 hour interactive workshop and problem based learning activity on-campus and one 1 hour lecture on-campus per week.


11096 Foundations of Marketing Communication and 11097 Managing Brands.



Assumed Knowledge


Incompatible Units


Equivalent Units

9120 Media Analysis and Buying.

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