Media Analysis and Planning (11098.1)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|| On-Campus
|| UC - Canberra, Bruce
|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|School Of Arts And Communications||Level 2 - Undergraduate Intermediate Unit|| Band 1 2013-2020 (Expires 31 Dec 2020)
Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Learning outcomesAfter 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.
Graduate attributes1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
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.
Prerequisites11096 Foundations of Marketing Communication and 11097 Managing Brands.
|Year||Location||Teaching period||Teaching start date||Delivery mode||Unit convener|
|2021||UC - Canberra, Bruce||Semester 2||02 August 2021||On-Campus||Mr Dan Andrew|
|2022||UC - Canberra, Bruce||Semester 2||01 August 2022||On-Campus||Mr Dan Andrew|
Katz, Helen (2019) The Media Handbook 7th Edition Routledge, New York.
Other required readings for this unit are:
Napoli, P, (2003) "The Audience Marketplace" (Chapter 1) in Audience Economics
Andrew, D (2019) "Programmatic Trading: the future of audience economics" Communication Research and Practice 5 (1), 73-87
Education resources will be made available as e-resources from the Media Federation of Australia, iab Australia websites and LInkedIn Learning.
Students who attend campus for class or other purposes must play their part in keeping our campus and community safe by following these basic guidelines to reduce the risk of COVID-19 transmission:
- Practise good hand hygiene, washing hands regularly;
- If you do happen to cough or sneeze, please do so into the crook of your elbow, dispose of tissues immediately and wash hands immediately
- Practise effective physical distancing;
- Follow all directions of teaching and other UC staff regarding safety measures;
- Stay off campus if you are unwell and get tested according to ACT Government guidelines, and
- Follow University communications about campus arrangements https://www.canberra.edu.au/coronavirus-advice
As in-class quizzes (Assessment 1) will be held in class during the first 10mins, it is important to be punctual for the start of the tutorial. Late arrival may result in less time to complete the quiz or missing that week's quiz. If unable to attend the normal tutorial time will require advising the unit convener in advance to arrange attendance at another of that week's tutorials. Missing allocated tutorials for Assessment 2 presentations without prior arrangement with the unit convener will be graded as not having presented.
Required IT skills
Basic Excel and Word
Work placement, internships or practicums