ADV207 Channel Planning and Purchasing (8)
CSU Discipline Area: Communication (COMUN)
Duration: One sesssion
Abstract:
This subject continues to develop students' skills in the media channel planning area as more complex assignments are undertaken. Specifically, students employ skills learnt in ADV206 in the development of channel planning strategies based on client briefs. Additionally, students are introduced to the industry's propritory software tools and become familiar with audience measurement, schedule optimisation, planning and purchasing for both traditional and new media.
+ Subject Availability Modes and Locations
| Session 2 | |
|---|---|
| Internal | Bathurst |
Continuing students should consult the SAL for current offering details: ADV207
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 Communications
Objectives:
Upon successful completion of this subject, students should:
- Be able to demonstrate knowledge of the role and advantages of specific media channels;
- Be able to demonstrate an understanding of the methodologies for the development of media strategies based on the identification of target audiences, in line with communication briefs;
- Be able to demonstrate competence in media planning, working to a prescribed budget and a campaign time-frame;
- Be able to demonstrate an understanding of the main software programs used in the analysis of target demographics and psychographics, media performance and schedule optimisation;
- Be able to demonstrate competence in the creation of integrated media channel communication presentations to industry-professional standards.
Syllabus:
The subject will cover the following topics:
- Practical application of basic learning from ADV206 as related specifically to channel planning; - Implementation of propritory industry software programs; - Development of media negotiation skills; - Strategies for the development of integrated media campaigns; - Planning and purchasing for a major communications campaign, based on a 'live' brief; - Interpersonal communication and 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.