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Media Planning and Buying (8138.3)

Level: Level 3 - Undergraduate Advanced Unit
Credit Points: 3
HECS Bands:

Faculty: Faculty of Arts and Design
Discipline: Discipline of Journalism & Communication Studies




    This unit is no longer offered. Information may be available for Units in the following years:


    Specialist Media Agencies in Australia manage over $12 billion per annum of marketing communication expenditure for their clients. This unit provides students with up to date media training, explains the basics of media practice, including audience research, target profiling, media planning, pricing and scheduling including the technical processes and terminology used.The Media Federation of Australia provides teaching support for this Unit with latest study materials and online educational support together with latest case material from Australias leading media agencies.Roy Morgan Research provides the proprietary data analysis software under licence to University of Canberra to give students the opportunity to experiment and manipulate consumer profiling with related product and lifestyle data.

    Learning Outcomes


    1. Understand media industry dialogue, its operation, terminology, objectives and communication goals and understand how to solve media math exercises

    2. Discuss the broad media landscape, review communication channel selection, and explain the research metrics employed in determining an effective media schedule

    3. Analyse and experiment with target audience analysis, using a variety of media research tools to best meet the objectives set for a client brief.

    4. Examine and relate knowledge gained from implementation planning and media buying to the post analysis and media review process

    Contact Hours

    3 hours per week.


    Introduction to Professional Communication and Professional Communication Practice.

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