24207 Media Planning
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Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): 24210 Integrated Marketing Communications
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
This subject focuses on the important role of media planning (the allocation of resources between media options so that the communication message is delivered to a specified audience to achieve an organisation's communications objectives) in the development of an organisation's marketing communications activities. It provides an understanding of the media planning process and strategic decision-making behind media selection in successful advertising campaigns. It also provides both a research and practical approach to media planning in line with current professional practice.
Subject learning objectives (SLOs)
| 1. | explain the nature of the media industry and the media planning process |
|---|---|
| 2. | demonstrate practice-based methodologies necessary to appraise the importance of the client's business objectives, and other marketing variables such as budget, distribution and sales objectives, as a starting point for media planning |
| 3. | demonstrate knowledge of current research and industry-based practice to evaluate the strengths and weaknesses of all media options |
| 4. | work effectively with others as a member of a media/agency team to evaluate, assess and design a media plan, and communicate recommendations to a client using multiple communication formats that are part of the global business environment |
Contribution to the development of graduate attributes
This subject builds on prior knowledge and concepts gained in 24210 Integrated Marketing Communications by providing a basis for understanding marketing communications and the strategic planning of media activities in both traditional and interactive media. Through the acquisition of knowledge of the media environment, vehicles and strategies it provides practice orientated skills in, media research to evaluate different proposed media vehicles, reach and frequency calculation, and, writing and presenting a realistic media plan. Further, specific issues in media planning in the areas of communication, IT, cross-cultural studies and business ethics are addressed.
This subject contributes to the development of the following graduate attributes:
- Professional and technical competence
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and workshops (i.e. tutorials). Students will need to access materials (available on the learning management system) prior to each week's class and complete any set activities to ensure adequate preparation. The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. Tutorials and lectures will include time where students will work together in student led discussion of the exercise and/or case with the provision of tutor and peer feedback. These classes are supplemented with both printed and electronic learning materials and resources which students use to prepare and complete activities. The UTS Learning Management System is used to share information and encourage interaction between staff and students. Students also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.
Content (topics)
- Media planning process
- Segmenting and targeting
- Media selection
- Planning
- Tactics and implementation
- Media effectiveness
Assessment
Assessment task 1: Project Report and Presentation (Group)*
| Intent: | 25% Report and 5% Presentation |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 4 |
| Weight: | 30% |
| Length: | Refer to Canvas for details |
| Criteria: | *Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Assessment task 2: Critical Evaluation and Recommendations (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 40% |
| Length: | Maximum length 1,500 words |
Assessment task 3: Reflection (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 30% |
| Length: | 1,000 words (+/- 10%) |
Minimum requirements
To pass the subject, students must achieve at least 50% of the final overall grade.
Required texts
Helen Katz (2022), The Media Handbook, Eighth Edition, Routledge.
David Waller (2015), "How To Write a Media Plan", UTSOnline.
UTS Business School (2014), Guide to Writing Assignments, edition 3.1, www.uts.edu.au/sites/default/files/business-writing-guide-2014.pdf.
Recommended texts
Steve Dix (2013), Media Planning in Action, 3rd edition, Cengage Learning Australia, Melbourne.
Larry D. Kelley, Donald W. Jugenheimer, & Kim Bartel Sheehan (2015), Advertising Media Planning: A Brand Management Approach, Fourth Edition, Routledge.
References
Belch, George and Belch, Michael (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th edition, McGraw-Hill/Irwin.
Rossiter, John R. and Bellman, Steven (2005), Marketing Communications: Theory and Applications, Pearson Education Australia: Sydney.
Sissors, J.Z. and Baron, R.B. (2010) Advertising Media Planning, 7th edition, McGraw-Hill: New York.
Waller, David (2012) Developing Your Integrated Marketing Communications Plan, McGraw-Hill Australia.
Marketing magazine www.marketingmag.com.au.