Media Buying and Planning - 2016

Unit summary


  • Level of Study: Undergraduate Level 3
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2016: SP1 , SP2 , SP3 , SP4
  • Assessment: Essay 1 (30%) , Essay 2 (40%) - Learn more

Unit provided by

2016 Fees
Domestic 782.00
HECS 782.00
International 1,032.00

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.).

At the completion of this unit students will:

  1. be familiar with what a media planner is
  2. understand what a creative media strategy and briefing are
  3. conceptualise what target audience identification is
  4. have some understanding of marketing and branding
  5. understand what media strengths and weaknesses are
  6. know some details regarding the costing of advertising
  7. have understanding of television buying considerations, the decision making process and objectives
  8. grasp the process of integrated marketing communications (IMC)
  9. understand types of research and its importance
  10. learn the media buying process in general and with regard to the print medium
  11. understand constraints and influences such as budget, media environment, marketing mix
  12. understand issues regarding advertising via Internet and digital interactive media.
  • Essay 1 (30%)
  • Essay 2 (40%)
  • Non-Invigilated Exam (30%)

Equivalent units

You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:

  • CMM23 — Media Buying and Planning

This unit cannot be taken in your 1st year of study.

  • Broadband access

This unit addresses the following topics.

3Textual analysis / creation

This unit is delivered using the following methods and materials:

Instructional Methods

  • Discussion Forum/Discussion Board
  • Online Quizzes/Tests
  • Online assignment submission
  • Standard Media
  • Web links

Online materials

  • Online Assessment
  • Printable format materials
  • Resources and Links

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 may be eligible for credit towards other courses:

  1. 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.
  2. 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 Co-Op textbook list.

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.

Click on the titles of the listed books below to find out more:

Required textbooks

  • Advertising: An Integrated Marketing Communication

    By:Belch et al

    ISBN: 9781743078655


    Supplier:Go to The Co-op Bookshop

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