Media Buying and Planning
CMM23
Overview
Level of study: What does Undergraduate Level 2 mean?
Undergraduate Level 2
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Fully Online
Prerequisites: What are the prerequisites?
Duration:
13 weeks
Government loans available:
FEE-HELP FEE-HELP
Domestic student fee:
$750.00 (AUD)
International student fee:
$975.00 (AUD)
Description
This unit requires you to work individually to produce a complete media strategy for a given client/product. In producing dummy creative materials for all or selected media, you have to, at all times, have regard for target audiences. You must demonstrate an understanding of Gallup (Morgan’s) research systems (and/or other research sources, particularly involving regional media) and must demonstrate a full awareness at all times of the appropriate media buy in the appropriate medium for the nominated campaign undertaken.
In this self-directed unit you are encouraged to investigate all traditional forms of media for your ‘client’ not excluding public transport signage, outdoor posters, bus/tram-shelter signage and the Internet as well as possible tie-ins with public events (eg, racing carnivals, celebrities etc).
This unit can be studied at Level 2 (CMM23) or Level 3 (CMM33). You should indicate when you enrol which level you wish to study. You can only credit this unit to a degree once, either as CMM23 or CMM33.
Learning Outcomes
At the completion of this unit students will:
- be familiar with what a media planner is
- understand what a creative media strategy and briefing are
- conceptualise what target audience identification is
- have some understanding of marketing and branding
- understand what media strengths and weaknesses are
- know some details regarding the costing of advertising
- have understanding of television buying considerations, the decision making process and objectives
- grasp the process of integrated marketing communications (IMC)
- understand types of research and its importance
- learn the media buying process in general and with regard to the print medium
- understand constraints and influences such as budget, media environment, marketing mix
- understand issues regarding advertising via Internet and digital interactive media.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | Advertising |
| 2 | Marketing |
| 3 | Textual analysis / creation |
| 4 | Budgeting |
Study Resources
This unit is delivered using the following methods and materials:
Print based materials
- Welcome Letter
Online materials
- Online Assessment
- Resources and Links
Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the Unibooks website and enter the unit details to search for available textbooks.
Relevant Courses
This unit is a core requirement in the following courses:
This unit is part of a major, minor, stream or specialisation in the following courses:
This unit is an approved elective in the following courses:
- Bachelor of Behavioural Studies (Psychology), Swinburne University of Tnlgy
- Bachelor of Behavioural Studies, Swinburne University of Tnlgy
- Bachelor of Technology (Information Systems), Swinburne University of Tnlgy
- Certificate of Arts, Griffith University
- Diploma of Arts, Griffith University
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
