Courses

The MFA accreditation program provides a framework to the tertiary sector that assists in providing the most relevant and up to date content for our industry of Advertising Media.

The six accredited universities have updated and/or rewritten their subjects to provide a level of education to students, allowing them to step into our industry having sufficient knowledge and skills.

Queensland University of Technology

Faculty of Business School of Advertising Marketing and Public Relations AMB319 Media Planning (Undergraduate Unit)

The aim of Media Planning (AMB319) is introduce students to the role of media planning in the campaign process and develop an understanding and proficiency with day-to-day media tasks, including media research, strategy, selection factors, costing and scheduling.

Students will develop a working knowledge of the major principles of media planning and buying, audience measurement, media research, new media technology, segmentation and marketing strategy. All types of media will be explored and analysed including, but not limited to, television, radio, magazine, newspaper, outdoor and the internet. This course will be extremely beneficial to students who would like to pursue advertising careers in agencies, for media outlets, or in cororate marketing departments.

Students work with quantitative and qualitative information to develop and support arguments for, and sometimes against, the use of specific paid mass media in advertising campaigns and become familiar with the strengths and limitations of the syndicated research commonly used for advertising planning. The aim is for students to develop a deeper understanding of the various mass media and other channel opportunities, both paid and unpaid, which are commonly used in advertising campaigns and perhaps most importantly, students will develop a sense of the opportunities for creative thought and execution that are available through the media planning system.

This unit incorporates an experiential learning approach implemented through a client-based project in which students develop a media plan for a real world client. Further assessment is based on the hands-on approach to media planning in this unit with tutorials designed to provide realistic media planning tasks and gather feedback throughout the semester. Communication skills and awareness of industry issues are developed through tutorial presentations with peer evaluations.

University of Sydney

Faculty of Economics and Business MKTG3112 Marketing Communications Semester 2008

Coordinator: Dr Rohan Miller
Phone: 02 9351 3637
Email: r.miller@econ.usyd.edu.au
Consultation Times: Monday 2-3pm: Thursday 4-5pm.
Office: Economics and Business/Marketing/H69, Room Number 540

1. Unit of study information - Faculty Handbook description

This subject offers an introduction to and overview of current theory and practice in marketing communications. It will include aspects of advertising in the main media (television, radio, print, outdoor, cinema), sales promotion, personal selling and new media, such as the Internet. It will provide students with a sound theoretical/conceptual foundation as well as the strategic/practical perspectives of Marketing Communications planning and implementation. Special focus will be given to the use and strategy of the various media.
Aims and context

The subject is designed to familiarise you with promotion, the marketing communications process and the role and importance of communications as an activity in the marketing mix. It will enable participants to understand the organisation and process of communications, media, advertising campaigns, communication methods in major media, research, cost analysis, and regulatory and ethics-related issues.

2. Learning outcomes, teaching and learning activities & assessment - Intended learning outcomes

Completing this unit of study will provide you the opportunity to gain knowledge that will be useful when working in marketing communications, and specifically with the communications media.

AFA AdSchool

Media Planning and Buying Lecturer: Linda Wong

 Phone: +61 2 8297 3888 
Fax: + 61 2 8297 3801 
Email: enquiries@afaadschool.com.au
Venue : AFA Office Mezzanine Level, 65 York Street, Sydney

Who is this course for?  Marketing: Account Managers, Brand Managers; Media: Planners and/or Buyers; Media Suppliers; Advertising: Account Management
Pre-requisites  Minimum 1 year’s experience in relevant industry.
Course description This course retains all the elements of the existing Media Planning & Buying course but has been broadened to include more digital content, reflecting the contemporary media landscape. This course is designed for people who have had some exposure to media planning and buying and who want to deepen their knowledge about the media process. It teaches the way to elicit and execute a thorough communications brief, from planning to implementation, how to construct, measure & apply KPI’s. The core objective of the course is to instil confidence in creating, implementing and assessing media outcomes.

The course will provide an understanding of the elements which feed into the development of a media strategy; the interdependence that characterises these elements; the intricacies of media planning and the variables that influence the execution of a strategy.

Course Content
Introduction to the course, media overview
Consumer metrics
Strategy/Channel Planning
Implementation Planning....Tools/systems/metrics
Print Media (magazines & press)
Radio & OOH
Free to Air; subscription television
Digital/DM - online and search
Digital/DM - mobile, iTV, social networking, blogging

Key learning outcomes  At the end of the course, students will be equipped with skills that will assist them to play a more active & creative role in the development of media and/or implementation strategies; have a greater understanding of the impact of media on broader communications goals; have a more holistic understanding of the broader media process.   Assessment  Assignments and exam.

University of Western Sydney

School of Communications

Course: Advertising: Media 101034
Pre-requisite: 100706 Advertising: An introduction

Content

Introduction/Australian Media Market Overview
Media options available and analysis
The steps within the Media process
Media Strategy development
Target Audience review
Media terms and definitions
Media Implementation
Digital Media
Accountability

Learning Objectives and Outcomes

Students understand the steps within the media process, the structure of the industry and jobs in the industry.
Students understand the importance of understanding the brand and who the brand is being targeted to, and their interaction with media in developing insights and ideas
Students review media channel options and are provided tools for analysing their effectiveness and efficiency. Students review media available and the pros and cons of each.
Students understand the components of media strategy planning
Students understand the art of media buying
Students are able to prepare a basic media plan and develop a media calendar flow chart
Students have tested and developed their written and verbal communication skills.
Students have tested and developed their teamwork ability.

Charles Sturt University

SCHOOL OF COMMUNICATION

MFA accredited media subjects Principles of Channel Planning and Channel Planning and Purchasing are core subjects for the Bachelor of Communication(Advertising), Bachelor of Communication (Commercial Radio), Bachelor of Media Communication and electives for Bachelor of Communication (Public Relations and Organisational Communication) degrees offered by Charles Sturt University.

The subjects developed in conjunction with the Media Federations Education Committee are an integral part of the learning undertaken in these degrees. The courses focus on the core areas of integrated multi channel communication development including consumer research strategy development client management creative development and production, channel planning and purchasing. The courses are industry based and supported and accredited by, in addition to the MFA, the International Advertising Association (IAA) the Advertising Federation of Australia (AFA) Commercial Radio Australia (CRA) and the Public Relations Institute of Australia (PRIA).

Students work with real clients on real campaigns in the industry professional environment of Kajulu Communications, the on campus student communications agency, and have the opportunity to compete on an international level as member of the award wining Kajulu InterAd agency team. Students also have the opportunity to undertake internships with accrediting member agencies and stations.

To learn more contact the School of Communication at Charles Sturt University

www.csu.edu.au/faculty/arts/commun

University of Canberra

Bachelor of Advertising and Marketing Communication (981AA)

Faculty of Arts and Design

This course replaces the former Bachelor of Communication in Advertising / Marketing Communication.

The Bachelor of Advertising and Marketing Communication progressively develops skills and techniques required for the rapidly evolving and multifaceted commercial communications industry, with particular focus on strategic brand development, media engagement and cross-platform digital communication supported by a sound understanding of the societal, consumer and creative principles that underpin the practice. The course provides work-integrated-learning experience and from 2010 includes professional internship.

Media Specific Units

Yr 1 – Understanding Media (Foundation)
Yr 2 – Advertising Strategy (Audience Profiling: Asteroid)
Yr 3 – Media Industries & Audience
Yr 3 – Media Planning & Buying (Scheduling: Asteroid)
Yr 3 – Communication Media Research
In a supportive role, students studying this degree will also be exposed to:
Yr 1 – Introduction to Media Production (Foundation)
Yr 1 – Law of Communications (Regulations/responsibilities)
Yr 2 – Agency Operations (Business focus)
Yr 2 – Client Relationship Management (Project focus)