Program Overview

ADV207 Channel Planning in Action

This subject deepens students' understanding of marketing communication 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, campaign evaluation are developed for both documented and physical presentations.

Subject Information

Grading System

HD/FL

Duration

One session

School

School of Communication and Creative Industries

Assumed Knowledge

ADV206

Learning Outcomes

Upon successful completion of this subject, students should:

• be able to demonstrate an understanding of the methods used for the development of 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

Syllabus

This subject will cover the following topics:

• Communication briefs; answer preparation including channel selection and media idea generation
• Syndicated and proprietary data for analysis and interpretation of consumer behaviour toward media consumption
• Channel partnerships; media idea generation and application
• Campaign evaluation tools
• Budget planning and application
• Construction of physical and document presentations of recommendations

Availability

Session 2 (60) On Campus
Bathurst Campus