ADV207 Channel Planning in Action (8)

This subject deepens students' understandings of marketing communications channels by developing insight into consumer engagement with channels and the application of insights to media choices. Recommendations including budget allocation, campaign timeframes, media ideas, media partners, and campaign evaluation are developed for both documented and physical presentations.

Availability

Session 2 (60)
On Campus
Bathurst Campus
Online
Bathurst Campus

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.

Subject Information

Grading System

HD/FL

Duration

One session

School

School of Communication and Creative Industries

Assumed Knowledge

It is assumed that students would have an understanding of the advertising process and the role of media in marketing communications. This could be gained from ADV104 Introduction to Advertising.

It is also assumed that students will have a knowledge of channel planning and the media landscape. This could be gained from ADV206 Channel Planning.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to develop media strategies based on the identification of target audiences required by the communications brief;
  • be able to evaluate the consumer data to gain insight of consumer media (channel) consumption and engagement;
  • be able to apply planning tools to demonstrate competence in channel selection and tactic development to prescribed budgets within specified time frames;
  • be able to create integrated media channel communication presentations;
  • be able to create and present integrated media channel communication recommendations from a communications brief; and
  • be able to manage the development of a team response to a brief.

Syllabus

This subject will cover the following topics:
  • The process of channel planning in action - an overview
  • Using the Work in Progress project management system
  • Strategy and research in media planning
  • Using Roy Morgan
  • Channel planning and the integrated marketing communications (IMC) process
  • Development of strategies for integrated media campaigns including the digital environment
  • Development of appropriate channel strategies based on consumer insight and media consumption
  • Campaign phases
  • Understanding of the media publisher role in execution of the channel plan

The information contained in the CSU Handbook was accurate at the date of publication: January 2020. The University reserves the right to vary the information at any time without notice.

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