Channel Planning and Selection (12222.1)

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, students will be able to:
1. Identify the stages of the media and channel planning process in both Australian and international contexts;
2. Analyse different communication channels to identify their strengths and weaknesses including traditional media, digital media, out-of-home advertising, and experiential marketing; and
3. Apply media planning tools and software to plan and execute media campaigns.

Graduate attributes

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 - 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 - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
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 - be self-aware
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development

Prerequisites

Students must have passed 24 credit points.

Corequisites

None.

Incompatible units

None.

Equivalent units

11098 Media Analysis and Planning

Assumed knowledge

None.