Rationale

Media Planning will enable students to understand the concepts and principles of media planning and assist them to develop the necessary skills for planning an advertising media campaign. The course will also support students to develop an understanding of the complexity of media budgeting and provides them with knowledge to understand media research and its importance in making strategic decisions. It also assists students to comprehend the practical implementation of this knowledge to various business situations, industries and environments.

Learning Outcomes

At the end of the course students will be expected to:
(i)    Identify the different range and characteristics of media.
(ii)   Evaluate the effectiveness of different media in relation to advertising.
(iii)  Design a media plan.
(iv)  Make strategic decisions.
(v)   Use their research skills relating to media and target audiences.
(vi)  Incorporate the results of media research in planning.
(vii) Explain different types of campaign planning – i.e. To consumers, to distributors or to the sales force of the organisation – in relation to appropriate media and their capacity to reach these different target publics.