Agency-Client Relationships (9018.4)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|
|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|Discipline Of Communication And Media||Level 3 - Undergraduate Advanced 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 outcomesOn completion of this unit, students will be able to:
1. Demonstrate an understanding of the primary functions of a creative agency and related specialist functions, and how these are managed from back office facilities through to front-of-house services;
2. Be familiar with the roles, responsibilities and accountability required to manage marketing communications; and
3. Demonstrate an understanding of the value of effective client-service relationships and the strategic importance of managing this proactively.
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 - 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
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
Incompatible unitsRestrictions: This unit is not open to students who have passed 8137 Client Relationship Management
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Sims, Michael (2004). Agency Account Handling England: Cengage John Wiley & Sons
Advertising – Marketing Communication Industry Association websites:
1. Australian Association of National Advertisers (AANA) http://www.aana.com.au/
2. The Communications Council (formerly AFA) http://www.afa.org.au/
3. Media Federation of Australia http://mediafederation.org.au/
4. International Advertising Association (IAA) http://www.iaaglobal.org/
5. American Advertising Federation (AAF) http://www.aaf.org/
6. American Academy of Advertising (AAA) http://www.aaasite.org/
7. American Association of Advertising Agencies (4As) http://www2.aaaa.org/Portal/Pages/default.aspx
8. Association of National Advertisers (ANA) http://www.ana.net/
9. Incorporated Society of British Advertisers (ISBA) http://www.isba.org.uk/isba/home/
10. Institute of Practitioners of Advertising (IPA) http://www.ipa.co.uk/
11. World Federation of Advertisers (WFA) http://www.wfanet.org/
1. Advertising Age - UC Library via http://www.canberra.edu.au/library/research-gateway/ejournals
2. Admap - UC Library Individual Holdings, or go to WARC.com at
3. AdWeek www.adweek.com
4. Australian Financial Review http://afr.com
5. BusinessWeek - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
6. Campaign Brief - UC Library Individual Holdings
7. Campaign (London) UC Library Individual Holdings, or via http://www.canberra.edu.au/library/research-gateway/e-journals
8. Harvard Business Review – UC Library via
9. The Journal of Marketing - UC Library via
10. The Journal of Advertising - UC Library via
11. The Journal of Advertising Research - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
12. The Australian - Media & Marketing supplement published Mondays - UC Library Individual Holdings
13. The Economist www.economist.com or through UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
Submission of assessment items
Extensions & Late submissions
All assessment items will be submitted online via the unit Canvas site. The first page of each assessment submission should include the following information:
- Student Name:
- Student ID:
- Assessment Name:
- Word Count (if applicable):
Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.
To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.
Use of Text-Matching Software
The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.
Tutorial attendance is highly recommended for all students as the content covered is relevant to all assessments for the unit.
Required IT skills
Competency in PC based MS operating systems: PowerPoint, Word and Canvas will be assumed for this Unit
To calculate your unit fees see: How do I calculate my fees? (www.canberra.edu/student-services/fees/calculate)
The online UC Co-op Textbook Search (www.coop.com.au/bookshop/action/InstTextSelect?inst_name=university-canberra) is available for purchasing text books.
Work placement, internships or practicums
This unit requires strict adherence to professional practice principles and ethics. The professional nature of this unit also recommends attendance at all learning activities.
It is the student's responsibility to ensure that they are correctly enrolled in each subject and that the subjects are correct for their course of study. Students should confirm their subject enrolment details via MyUC before the end of Week 2.
Moderation of final results is practiced to ensure the maintenance and uniformity of consistent standards.
The Unit Convenor reserves the right to vary the tutorial schedule to take timely advantage of an advertising event, field trip opportunity or guest speaker. Notice of such variation will be made in the preceding week's Canvas announcement.
The standard practice of using an author-date system like Harvard is preferred.
If there is any doubt with regard to the requirements of any particular assignment or assessment procedure, the onus of clarification rests with the student who should contact the lecturer about the matter. Students have a responsibility to: read, understand and respect the rules concerning plagiarism; familiarise themselves with the conventions of referencing in their discipline; and avoid all acts, which could be considered plagiarism. Refer to the student integrity policy for in this link https://guard.canberra.edu.au/policy/policy.php?pol_id=3175
Provision of information
Announcements made at classes are deemed to be made to the whole group.