Agency-Client Relationships (9018.4)

Availability

Unit Outlines

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• 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

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Syllabus

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.

Prerequisites

None

Corequisites

None

Assumed Knowledge

None

Incompatible Units

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

Equivalent Units

None