Faculty of Business and Economics

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Monash University Handbook 2011 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Business and Economics
OfferedBerwick Second semester 2011 (Day)
Coordinator(s)Ms Irene Powell


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.


The learning goals associated with this unit are to:

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


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

Chief examiner(s)

Irene Powell

Contact hours

3 hours per week


Students must have passed one of the following: MKW2211, MKG2460 or MKW2460 before undertaking this unit.