COM234 Media Account Management (8)


The focus of this subject is on developing account management presentation strategies, and the execution of those strategies. Personal selling strategies and techniques are applied in authentic media selling and promotions situations and settings, including radio. The importance of maintaining the client relationship beyond the sale is also examined.

+ Subject Availability Modes and Location

Session 2
InternalBathurst Campus
Continuing students should consult the SAL for current offering details: COM234
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Communication and Creative Industries

Assumed Knowledge


Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to understand and differentiate the core roles and functions of account management personnel in communication based organisations
  • be able to prepare, deliver and review a client presentation
  • be able to plan and complete an individual work schedule for a client presentation
  • be able to recognise and evaluate the core elements of an effective client presentation
  • be able to identify strategies for maintaining client relationships


The subject will cover the following topics:
  • Developing a presentation strategy
  • Presentation planning
  • Establishing account management teams
  • Account management personnel: radio, agency and direct selling roles
  • Closing the sale and building the partnership
  • Evaluation: determining client relationship effectiveness


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.