Media Analysis and Planning (11098.1)

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.

Learning outcomes

After 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 attributes

1. 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
2. UC graduates are global citizens - think globally about issues in their profession
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development

Skills development

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.

All assessments must be attempted to pass this unit.

Prerequisites

11096 Foundations of Marketing Communication and 11097 Managing Brands.

Corequisites

None.

Incompatible units

None

Equivalent units

9120 Media Analysis and Buying.

Assumed knowledge

None.