Media Analysis and Buying (9120.4)

Availability

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 (176534) - View
• Semester 1, 2017, ON-CAMPUS, BRUCE (170843) - View
• Winter Term, 2016, ON-CAMPUS, BRUCE (161836) - View
• Semester 1, 2016, ON-CAMPUS, BRUCE (155007) - View
• Winter Term, 2015, ON-CAMPUS, BRUCE (141281) - View
• Semester 1, 2015, ON-CAMPUS, BRUCE (145673) - 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.

Syllabus

This unit provides students with up-to-date media training, explains the basics of media practice, and the processes and terminology used. It also explores the variety of media options available, develops skills in problem solving and strategic decision-making, and details the components of the media planning process. The Media Federation of Australia provides teaching support for this Unit with latest materials, software and guest lectures.

Learning Outcomes

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

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; and

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

Assessment Items

Contact Hours

Up to three hours per week

Prerequisites

None

Corequisites

None

Assumed Knowledge

None

Incompatible Units

Restrictions: This unit is not open to students who have passed 8138 Media Planning and Buying

Equivalent Units

8138 Media Planning and Buying