Units

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Sample subject outline - Semester 1 2013

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

This unit introduces you to the strategic use of media in advertising. You will develop a working knowledge of the major principles of media planning and buying, audience measurement, media research, new media technology, segmentation and marketing strategy. All types of media will be explored and analysed including, but not limited to, television, radio, magazine, newspaper, outdoor and the Internet. This unit will be extremely beneficial to students who would like to pursue advertising careers in agencies, for media outlets, or in corporate marketing departments.

Aims

The aim of this unit is introduce you to the role of media planning in the campaigns process and develop your understanding and proficiency with day-to-day media tasks, including media research, strategy, selection factors, costing and scheduling.

Objectives

Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:

Have knowledge and skills pertinent to a particular discipline (KS)

1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context

Be critical thinkers and effective problem solvers (CTA)

2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue

Be professional communicators in an intercultural context (PC)

3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences

Be able to work effectively in a Team Environment (TW)

4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output

Have a Social and Ethical Understanding (SEU)

5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding

Unit Objectives
Upon completion of this unit, you will be able to:

1. Explain how media strategy fits into the overall marketing communication plan.
2. Interpret sources of secondary research on consumer behaviour, media usage and audiences.
3. Describe audience measurement terms and statistics.
4. Distinguish characteristics, advantages, disadvantages and buying specifications for differing types of advertising media.
5. Calculate budgets, plan a media calendar and complete a media plan for a client
6. Analyse current industry issues and future challenges and link these issues to media theory

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

You'll become proficient at working with quantitative and qualitative information to develop and support your arguments for, and sometimes against, the use of specific paid mass media in advertising campaigns. In other words, you'll become more comfortable working with numbers and ideas in the planning and execution of mass media campaigns.

Additionally, you'll become familiar with the strengths and limitations of the syndicated research commonly used for advertising planning. You will develop a deeper understanding of the various mass media and other channel opportunities, both paid and unpaid, which are commonly used in advertising campaigns. And perhaps most importantly, you will develop a sense of the opportunities for creative thought and execution that are available through the media planning system.

Approaches to Teaching and Learning

This unit incorporates an experiential learning approach implemented through a client-based project in which you will develop a media plan for a real world client. Further assessment is based on the hands-on approach to media planning in this unit with tutorials designed to provide realistic media planning tasks and gather feedback throughout the semester. Communication skills and awareness of industry issues are developed through tutorial presentations with peer evaluations.

Assessment

Students will receive feedback in various forms throughout the semester which may include:

• Informal: worked examples, such as verbal feedback in class, personal consultation


• Formal: in writing, such as checklists (e.g. criteria sheets), written commentary


• Direct: to individual students, either in written form or in consultation


• Indirect: to the whole class

Assessment name: Tutorial Presentation
Description: Students in groups investigate a current media/channel planning issue to present to the class and invite discussion. Students are expected to investigate academic literature which can be linked to the current industry issue and encourage audience participation. Students will also be expected to actively participate as an audience member for the presentations and provide peer evaluation.
Length or Duration:20 minutes
Summative or Formative:Summative and Formative
Relates to objectives: Unit Objectives: 1, 4, 6 and AoL: KS (1.2) CTA (2.1), PC (3.2), TW (4.1), SEU (5.1)
Weight: 25%
Internal or external: Internal
Group or individual: Group
Due date: Weeks 7 - 9


Assessment name: Media Strategy Plan
Description: Students are to design and submit a written media strategy and media plan in response to a specific brand media brief. Presented in a powerpoint format.
Approximate due date:Part A due Week 6 and Part B due Week 13.
Weighting:Part A 25% and Part B 25% (Total 50%)
Length or Duration: Approximately 2500 words.
Summative or Formative: Summative and Formative
Relates to objectives: Unit Objectives: 1, 2, 3, 4 and 5 and AoL: KS (1.1), CTA (2.1), PC (3.1)
Weight: 50%
Internal or external: Internal
Group or individual: Individual
Due date: Weeks 6 and 13


Assessment name: Late Semester Exam
Description: The exam will consist of multiple choice questions where students will be required to apply their knowledge of media planning drawn from lectures and tutorials to cases and advertising scenarios
Length or Duration: 1.5 Hours no perusal.
Summative or Formative:Summative
Relates to objectives: Unit Objectives: 1, 2, 3 and 4; and AoL: KS (1.1)
Weight: 25%
Internal or external: Internal
Group or individual: Individual
Due date: Week 10


Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

No set textbook.

References
The following are useful references, including textbooks, journals and websites.
Additional references can also be found at the unit's Blackboard site.

Sissors and Baron (2010) Advertising Media Planning (7th Edition) The McGraw Hill Companies
Surmanek, J (2003). Advertising Media A-to-Z. Illinois: McGraw-Hill.
Journals
Journal of Advertising
Journal of Advertising Research
Journal of Consumer Research
Journal of Media Planning
B&T - www.bandt.com.au
Ad Age - www.adage.com
Ad News - www.adnews.com.au

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Risk assessment statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 16-Jan-2013