units

MKX2231

Faculty of Business and Economics

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Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedBerwick Second semester 2010 (Day)
Coordinator(s)Dr Sandra Luxton

Synopsis

Media research methods in the world's major advertising regions -- US, Europe, Asia and Australia. The advantages and problems offered by media planning computer programs. Interpersonal and inter-organisational skills in negotiating between media and advertising agencies.

Objectives

The learning goals associated with this unit are to:

  • analyse the media planning and buying function
  • illustrate how research is used in the media planning and buying process
  • formulate a media plan by setting media objectives, determining a media strategy as well as evaluating and selecting media categories/media vehicles
  • evaluate media use decisions and campaign tracking options post analysis
  • critically analyse media buying issues and the media evaluation process.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

Irene Powell

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKW2211 or MKW2460