ADV206 Principles of Channel Planning (8)
CSU Discipline Area: Communication (COMUN)
Duration: One sesssion
Abstract:
This subject develops an understanding of the principles of channel planning and basic skills in the selection of advertising and marketing communication media. The subject also examines the characteristics and functions of the main advertising media. As well as traditional media, students investigate new media communication channels, including direct response, ambient and the internet, and learn how to develop an integrated media strategy.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Internal | Bathurst | Session 2 |
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: ADV206
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Enrolment restrictions:
Available to students in the - Bachelor of Arts (Communication-Advertising) - Bachelor of Arts (Communication-Advertising) / Bachelor of Business Marketing double degree - Bachelor of Arts (Communication-Commercial Radio) - Bachelor of Media Communication
Objectives:
Upon successful completion of this subject, students should:
- be able to demonstrate an understanding of the principles of channel planning;
- be able to demonstrate an understanding of the role and key advantages of the various marketing communications media;
- be able to demonstrate an understanding of the proceses involved in selecting marketing communications media;
- be able to demonstrate an ability to create an integrated media strategy in line with set marketing communications objectives;
- be able to demonstrate an ability to create and to present a basic media plan.
Syllabus:
The subject will cover the following topics:
- Practical application of the theories of media selection and channel planning; - Analysis and use of media in the advertising process; - Identification of the strengths and weaknesses of various advertising mediums; - Analysis of the current advertising media environment; - Working with a 'live' brief; - The role of the media agency in the communications process; - Development of a teamwork culture; - Creation of a media portfolio; - Media-centric written and verbal presentation skills.
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.