Media Analysis and Planning (11098.1)
| Available teaching periods | Delivery mode | Location |
|---|---|---|
| View teaching periods | On-campus |
Bruce, Canberra |
| EFTSL | Credit points | Faculty |
| 0.125 | 3 | Faculty Of Arts And Design |
| Discipline | Study level | HECS Bands |
| School Of Arts And Communications | Level 2 - Undergraduate Intermediate Unit | 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 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 effectively1. 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.
Prerequisites
11096 Foundations of Marketing Communication and 11097 Managing Brands.Corequisites
None.Incompatible units
NoneEquivalent units
9120 Media Analysis and Buying.Assumed knowledge
None.| Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
|---|---|---|---|---|---|
| 2025 | Bruce, Canberra | Semester 2 | 28 July 2025 | On-campus | Mr Shaun Cheah |
| 2026 | Bruce, Canberra | Semester 2 | 10 August 2026 | On-campus | Mr Temple Uwalaka |
Required texts
Other readings for this unit will be provided on the Canvas site
Education resources will be made available as e-resources from the Media Federation of Australia
Submission of assessment items
Extensions & Late submissions
Artificial intelligence
Students are not permitted to use generative artificial intelligence (GenAI) in assessments for this unit, except for Studiosity Writing Feedback Plus.
GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:
- the Unit Convener has authorised GenAI use for that assessment
- the student uses GenAI in the way that the assessment instructions allow
- the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.
Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.
The GenAI for Students Library Guide provides further information, including how to reference GenAI.
Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.
Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.
UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).
UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.
Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.
Participation requirements
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
Online quizzes (Assessment 1) will be made availble during the first 10mins of each tutorial. Missing allocated tutorials for Assessment 2 (Media Rep Presentation) 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
None
- Semester 2, 2025, On-campus, UC - Canberra, Bruce (226152)
- Semester 2, 2024, On-campus, UC - Canberra, Bruce (219331)
- Semester 2, 2023, On-campus, UC - Canberra, Bruce (213870)
- Semester 2, 2022, On-campus, UC - Canberra, Bruce (208623)
- Semester 2, 2021, On-campus, UC - Canberra, Bruce (199685)
- Semester 2, 2020, On-campus, UC - Canberra, Bruce (195358)
- Semester 2, 2019, On-campus, UC - Canberra, Bruce (184413)
