Agency-Client Relationships (9018.4)

Please note these are the 2018 details for this unit
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Agency-Client Relationships
Available teaching periods Delivery mode Location
View teaching periods
EFTSL Credit points Faculty
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)
This unit focuses on the underlying principles of how creative agency services, represented by the various marketing communication roles, are being systematically orchestrated on behalf of the client and/or other stakeholders. It will also examine how these specialist functions play a critical role in delivering campaigns that have impact. Central to this is the art of relationship building and its use to gain competitive advantage by repositioning the role of service provider to one of indispensable partner. Here the inherent duality of the role, played by account servicing, is fully explored and this is best illustrated by the axiom, "A good account person is the client's representative at the agency and the agency's representative at the client".

Learning outcomes

On 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 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 - 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
3. UC graduates are lifelong learners - be self-aware
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


Prerequisites

None

Corequisites

NONE

Incompatible units

Restrictions: This unit is not open to students who have passed 8137 Client Relationship Management

Equivalent units

None

Assumed knowledge

NONE
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

Required texts:

Sims, Michael (2004). Agency Account Handling England: Cengage John Wiley & Sons

Recommended reading:

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/

Periodicals

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
http://www.warc.com.ezproxy2.canberra.edu.au/Default.asp?ID=1

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 
http://www.canberra.edu.au/library/researchgateway/e-journals

9.  The Journal of Marketing - UC Library via
http://www.canberra.edu.au/library/researchgateway/e-journals

10. The Journal of Advertising - UC Library via
http://www.canberra.edu.au/library/researchgateway/e-journals

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

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 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

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

In-unit costs

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.

Additional information

Enrolment

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:

Moderation of final results is practiced to ensure the maintenance and uniformity of consistent standards.

Schedule:

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.

Referencing requirements:

The standard practice of using an author-date system like Harvard is preferred.

Student responsibility

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.