ADV313 Advertising Client Management (8)

CSU Discipline Area: Communication (COMUN)

Duration: One session

Abstract:

This subject is designed to introduce students to management structures and responsibilities within an agency. Students become familiar with the systems and functions of today's advertising and communications companies, as well as the essential procedures and methodologies for the responsible management of a client's affairs.

+ Subject Availability Modes and Locations

Session 1
Internal	Bathurst
Session 2
Distance	Bathurst

Continuing students should consult the SAL for current offering details: ADV313

Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Enrolment restrictions:

Bachelor of Arts (Communication - Advertising) Bachelor of Arts (Communication - Public Relations and Organisational Communication) Bachelor of Business (Marketing)

Objectives:

Upon successful completion of this subject, students should:

Upon successful completion of this subject, students should:

be able to develop an agency structure, apply newly acquired management skills and responsibilities, as well as specific procedures and methodologies to real client projects;
be able to demonstrate an understanding of the structure of an advertising / communications organisation;
be able to demonstrate an understanding how various professional departments within an agency (Agency Management; Client Service; Research; Strategy and Planning; Creative; Media; Production; Finance) integrate to form a cohesive entity;
be able to demonstrate an understanding of the role of Management and the relationship and responsibility to staff;
be able to demonstrate an understanding of the individual roles of Client Service personnel; the Group Account Director; Account Manager; Account Executive, and their areas of specific Agency and Client responsibility;
be able to demonstrate an understanding of the work-flow systems of the Agency;
be able to demonstrate an understanding of the contractual obligations of the Agency / Client relationship.

Syllabus:

The subject will cover the following topics:

Client Service: The Client Service Department, structure and hierarchy. Establishing and maintaining client relationships. Client financial management / spending and reporting. Agency remuneration and how remuneration methods are changing. Agency "billings", income and profit. Time management. Building Client /Agency relationships. Conflict resolution. Agency evaluation and performance. Working with all other departments within the agency. Systems and Processes: The role of systems in terms of efficiency and profitability. Key agency systems for Client Service, Creative, Media and Production. Agency systems technology. Agency / Client reporting and status systems. Internal agency briefing systems. Campaign presentation preparation. Campaign evaluation reporting. Client expenditure forecasting, budgeting and reporting.

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