Media Analysis and Buying (9120.4)
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|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. Understand media industry dialogue, its operation, terminology, objectives and communication goals and understand how to solve media math exercises;
2. Discuss the broad media landscape, review communication channel selection, and explain the research metrics employed in determining an effective media schedule;
3. Analyse and experiment with target audience analysis, using a variety of media research tools to best meet the objectives set for a client brief; and
4. Examine and relate knowledge gained from implementation planning and media buying to the post analysis and media review process.
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 - 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
Incompatible unitsRestrictions: This unit is not open to students who have passed 8138 Media Planning and Buying
Equivalent units8138 Media Planning and Buying
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The required readings for this unit will be made available as e-resources available through Canvas
Recommended Advertising Industry News eNewsletters:
It is encourged to sign up for the free eNewsletters provided by the following sites:
Mediaweek - www.mediaweek.com.au
AdNews - www.adnews.com.au
Mumbrella - www.mumbrella.com.au
B&T - www.bandt.com.au
Internet Advertising Bureau (IAB) Australia - www.iabaustralia.com.au
Advertising – Marketing Communication Industry Association websites:
Australian Association of National Advertisers (AANA) http://www.aana.com.au/
The Communications Council (formerly AFA) http://www.afa.org.au/
Media Federation of Australia http://mediafederation.org.au/
International Advertising Association (IAA) http://www.iaaglobal.org/
American Advertising Federation (AAF) http://www.aaf.org/
American Academy of Advertising (AAA) http://www.aaasite.org/
American Association of Advertising Agencies (4As) http://www2.aaaa.org/Portal/Pages/default.aspx
Association of National Advertisers (ANA) http://www.ana.net/
Incorporated Society of British Advertisers (ISBA) http://www.isba.org.uk/isba/home/
Institute of Practitioners of Advertising (IPA) http://www.ipa.co.uk/
World Federation of Advertisers (WFA) http://www.wfanet.org/
Advertising Age - UC Library via http://www.canberra.edu.au/library/research-gateway/ejournals
Admap - UC Library Individual Holdings, or go to WARC.com at
Australian Financial Review http://afr.com
BusinessWeek - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
Campaign Brief - UC Library Individual Holdings
Campaign (London) UC Library Individual Holdings, or via http://www.canberra.edu.au/library/research-gateway/e-journals
Harvard Business Review – UC Library via
The Journal of Marketing - UC Library via
The Journal of Advertising - UC Library via
The Journal of Advertising Research - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
The Australian - Media & Marketing supplement published Mondays - UC Library Individual Holdings
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
To ensure accurate record keeping Academic Board has recommended that whenever possible all assessment items be submitted online via the unit Canvas site. Where this is not possible, exceptions may be sought from the Faculty ADE.
Separate Cover sheets will no longer be required. Students will be required to confirm the following declaration (from the old cover sheet) online at the point of submission.
I certify that:
- the attached assignment is my own work and no part of this work has been written for me by any other person except where such collaboration has been authorised by the lecturer/s concerned;
- material drawn from other sources has been fully acknowledged as to author/creator, source and other bibliographic details according to unit-specific requirements for referencing; and
- no part of this work has been submitted for assessment in any other unit in this or another Faculty except where authorised by the lecturer/s concerned
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, Excel and Canvas will be assumed for this Unit
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 or APA 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.