Media Analysis and Planning (11098.1)
|Level:||Level 2 - Undergraduate Intermediate Unit|
|Faculty:||Faculty of Arts and Design|
|Discipline:||School of Arts and Communications|
UC - Canberra, Bruce
Year Teaching Period Convener Mode of Delivery 2020 Semester 2 MR Dan ANDREW (Ph: +61 2 62012826 ) ON-CAMPUS 2021 Semester 2 MR Dan ANDREW (Ph: +61 2 62012826 ) ON-CAMPUS
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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.
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.
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.
9120 Media Analysis and Buying.
- ARAR01 Bachelor of Arts/Bachelor of Communication and Media
- MGAR01 Bachelor of Business/ Bachelor of Communication and Media
- ARB103 Bachelor of Communication and Media (Marketing Communication)
- ARSC02 Bachelor of Communication and Media/ Bachelor of Laws
- ARAR02 Bachelor of Design/Bachelor of Communication and Media
- SCAR01 Bachelor of Politics and International Relations/ Bachelor of Communication and Media
- ARMG01 Bachelor of Communication and Media/ Bachelor of Event and Tourism Management