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Agency-Client Relationships (9018.4)

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

Band 1 2013-2020 (Expires 31 Dec 2020) Band 2 2021 (Commenced Before 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan 2021)

Faculty: Faculty of Arts and Design
Discipline: Discipline of Communication and Media



    Unit Outlines

    To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

    • Semester 1, 2018, ON-CAMPUS, BRUCE (176366) - View
    • Semester 1, 2017, ON-CAMPUS, BRUCE (170825) - View
    • Semester 1, 2016, ON-CAMPUS, BRUCE (154423) - View
    • Semester 1, 2015, ON-CAMPUS, BRUCE (146091) - View

    If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.


    This unit focuses on the underlying principles of how creative agency services, represented by the various marketing communication roles, are being systematically orchestrated on behalf of the client and/or other stakeholders. It will also examine how these specialist functions play a critical role in delivering campaigns that have impact. Central to this is the art of relationship building and its use to gain competitive advantage by repositioning the role of service provider to one of indispensable partner. Here the inherent duality of the role, played by account servicing, is fully explored and this is best illustrated by the axiom, "A good account person is the client's representative at the agency and the agency's representative at the client".

    Learning Outcomes

    On completion of this unit, students will be able to:

    1. demonstrate an understanding of the primary functions of a creative agency and related specialist functions, and how these are managed from back office facilities through to front-of-house services;

    2. be familiar with the roles, responsibilities and accountability required to manage marketing communications;

    3. demonstrate an understanding of the value of effective client-service relationships and the strategic importance of managing this proactively.

    Assessment Items

    Contact Hours

    Three hours per week.





    Assumed Knowledge


    Incompatible Units

    Restrictions: This unit is not open to students who have passed 8137 Client Relationship Management

    Equivalent Units


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