Course Title: Media Planning

Part A: Course Overview

Course Title: Media Planning

Credit Points: 12


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1187

City Campus

Postgraduate

335H Applied Communication

Face-to-Face

Sem 1 2006,
Sem 2 2006,
Sem 1 2007,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009

MKTG1187

City Campus

Postgraduate

345H Media and Communication

Face-to-Face

Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017

Course Coordinator: Dr Lukas Parker

Course Coordinator Phone: +61 3 9925 5007

Course Coordinator Email: lukas.parker@rmit.edu.au


Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

Successful completion of MKTG1190 Advertising Theory and Practice.

OR

Alternatively you may be able to demonstrate the required skills and knowledge before you start this course. Contact your course coordinator if you think you may be eligible for recognition of prior learning. Further information: Credit at RMIT


Course Description

In this course you will explore the role of a media planner in advertising media agencies. In particular, you will examine the complexity in negotiating media investment, identifying dynamics between media buyers and sellers. 

Theories that underpin the development of media plans for multiple media will be a focus. You will develop the necessary skills and tools to investigate audiences’ media exposure and to evaluate media plans. You will also examine and use media applications that support strategic media decisions.
 


Objectives/Learning Outcomes/Capability Development

In this course you will develop the following program learning outcomes:

  • Employ appropriate technical skills and theoretical knowledge to solve problems associated with creative work in advertising.
  • Critically reflect on your own work to demonstrate autonomy, good judgment and ethical responsibility.
  • Undertake research into contemporary media and communication theory and practice to explore possible industry and career directions.


Upon successful completion of this course, you will be able to:

  • Identify and evaluate links between effective media planning and buying and overall communication of marketing objectives.
  • Critically discuss the roles between media planning and buying agencies, advertising agencies, clients and consumers.
  • Interpret and apply media measurements and terminology in the development of effective media strategies.
  • Design and develop media plans including media briefs, strategies, and reports for media agencies.


Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as studios, project work, lectures, tutorials, class discussion, individual and group activities.


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

The University Library has extensive resources for Advertising students. The Library has produced a subject guide that includes quality online and print resources for your studies http://rmit.libguides.com/media-and-communication

The Library provides guides on academic referencing: http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian.


Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes.

Feedback will be given on all assessment tasks.

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Disability Liaison Unit if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment