Course coordinator
Dr Foluke Abigail Badejo
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
The business of advertising is driven by large global advertisers and the media companies supporting and implementing their media planning and plans. This course provides an overview of the processes of media buying and planning with an emphasis on the design and implementation of strategic media plans. Media companies are major employers within the advertising industry and today they dominate the advertising and media landscape.
This comprehensive course serves as an introduction to the world of media planning and buying via readings and in-seminar exercises. This course focuses on understanding media plans, media choices, campaign scheduling, and nominally quantifiable costs. Assessments will involve practical media and campaign planning tasks which reinforce the course content as they will require an understanding of media characteristics and audience measurement. Student learning may also be augmented by a guest lecture (subject to availability) from an advertising or media planning practitioner. At the completion of the course students will have gained a general understanding of the extensive range of issues and challenges involved in media selection and buying in the dynamic marketing environment.
Course requirements
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
ADVT7508
Course contact
Lecturer
Dr Foluke Abigail Badejo
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full name
- Student ID
- Course Code
Aims and outcomes
- Provide an understanding of the nature of the media planning role within advertising agencies and the marketing environment.
- Demonstrate the strategic importance and nature of media planning decisions.
- Identify the challenges facing media planners in a changing media environment.
- Develop the skills in identifying target market segments.
- Develop the skills in selecting media with which to effectively address the target markets.
- Develop an understanding of realistic media costs and resultant economic constraints.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Demonstrate an understanding of the role and importance of media buying and planning in the strategic advertising process.
LO2.
Evaluate the characteristics and strengths of specific media channels and vehicles to reach desired target audiences.
LO3.
Articulate the importance of advertising strategy and consumer behaviour in generating a successful media campaign.
LO4.
Gain a deep level of knowledge of the various advertising media available, including features, trends and measurement.
LO5.
Establish and apply media strategies to achieve strategic marketing objectives both effectively and cost efficiently in response to a client brief.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation, Essay/ Critique, Reflection | Assessment 1: Case Study Analysis and Impact Report | 30% |
3/04/2025 1:00 pm |
| Notebook/ Logbook, Practical/ Demonstration, Project, Reflection |
Assessment 2 (Part A): AI-enabled Media Plan
|
30% |
1/05/2025 1:00 pm
This assessment is formative and will be due in week 9. Students will use feedback from teaching staff to revise their media plan and prepare their pitch to the client in week 11. |
| Practical/ Demonstration, Presentation |
Assessment 2 (Part B) Media Plan Pitch
|
20% |
15/05/2025 - 22/05/2025 |
| Reflection |
Assessment 3: Trade Certification and Critical Reflection
|
20% |
29/05/2025 1:00 pm |
Assessment details
Assessment 1: Case Study Analysis and Impact Report
- Mode
- Written
- Category
- Paper/ Report/ Annotation, Essay/ Critique, Reflection
- Weight
- 30%
- Due date
3/04/2025 1:00 pm
- Learning outcomes
- L01, L02, L03
Task description
You will be given a choice of advertising case studies. You will be asked to choose and familiarise yourself with one case study ensuring you gain a deep understanding of the issue context, general sentiments of the time and socio-cultural environment that motivated the ad campaign. You will then be asked to critically analyse the case study and prepare an Impact Report for it. You will be given a detailed framework for preparing your Impact Report.
Remember to research the current marketing environment to detect all media and vehicles that the advertisement or elements of the campaign appear in. This is very important as very few advertisements appear in one medium only. The identification of the range of media used will give you important insights to the target market. Failure to identify the range of media will affect your ability to write a thorough report.
Instructions for Completing Analysis and Impact Report
- Review and describe the Campaign Materials
- Apply Media Planning & Buying Concepts
- Conduct a Critical Analysis
- Evaluate the Campaign’s Effectiveness
- Summarise and quantify the campaign's impact including unintended consequences
- Provide Recommendations and Suggestions for Improvement
Notes: The detailed assessment guide, marking criteria/rubric for the case study analysis and impact reporting template will be posted on Blackboard.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). However, students are advised that the judicious use of AI tools for editing or improving writing is permitted on the basis that students must include an AI disclosure statement detailing how AI tools were used, the list of verbatim prompts used, justification for use of AI for this task, and personal reflection on the use of AI in this task on student perspective of AI, learning experience and wellbeing.
Submission guidelines
Submission will be via Blackboard
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Assessment 2 (Part A): AI-enabled Media Plan
- Team or group-based
- Mode
- Product/ Artefact/ Multimedia
- Category
- Notebook/ Logbook, Practical/ Demonstration, Project, Reflection
- Weight
- 30%
- Due date
1/05/2025 1:00 pm
This assessment is formative and will be due in week 9. Students will use feedback from teaching staff to revise their media plan and prepare their pitch to the client in week 11.
- Other conditions
- Time limited, Peer assessed, Work integrated learning.
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
You will be expected to respond to a real-life client brief and prepare a media plan for the client as part of the brief. The Media Plan should include:
- Description of the business, nature and industry of business, and the external environment in which it operates
- Description of the client’s key business goals (e.g., brand awareness, lead generation, sales increase).
- Conduct Market & Audience Research including detailed description of the primary and secondary target audiences based on geographic, demographics, psychographics, and behaviours and media consumption habits of the target audience.
- Develop the Media Strategy including selection of the most effective media channels and justification of optimal media mix based on reach, frequency, and engagement goals
- Plan Media Buying & Execution and justify decision making, allocate budget across platforms, set media schedule including campaign duration, flighting strategies, and ad placements.
- Creative & Messaging Considerations including Alignment creative content with media channels and audience preferences.
- Measurement & Optimization
- Evaluate & Report Findings including ROI and recommendations for future campaigns
- AI Disclosure Statement
The media plan:
- 2,500 words.
- Duration: per client briefing.
- Start Date: per client briefing.
- Budget allocation should reflect the size and nature of the business.
Notes: Further details of the media plan including a detailed assessment guide and planning template, submission guidelines, and a comprehensive marking criteria/rubric for the media plan will be provided in class and on the Assessment folder on Blackboard. It is expected that a mix of well-justified media will be selected. Note that an over-reliance on one medium - especially when unjustified will result in a significant loss of marks.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge alongside their experiences of using generative Artificial Intelligence (AI) or Machine Translation (MT) to develop their media plan. Students are advised that the judicious use of AI tools for brainstorming and generating ideas is expected. Students are encouraged to keep a log throughout this task of their reflections, feelings and thoughts on the use of AI for this task and impact on their perspective on AI, learning experience and wellbeing. This log will inform students' AI Disclosure Statement. A detailed template will be provided in class and on Blackboard to guide AI disclosure statement completion. Failure to submit this disclosure statement with your media plan may constitute student misconduct.
Submission guidelines
The media plan is to be lodged according to instructions in the submission folder on Blackboard. An AI Disclosure Statement must be submitted with the media plan using the template provided in the assessment folder.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Assessment 2 (Part B) Media Plan Pitch
- Team or group-based
- In-person
- Mode
- Oral
- Category
- Practical/ Demonstration, Presentation
- Weight
- 20%
- Due date
15/05/2025 - 22/05/2025
- Other conditions
- Peer assessed, Work integrated learning.
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
Students will be expected to pitch their media plans in class and/or to their chosen client.
Students will be assessed on the strength and justification of their media plan, appropriateness of their targeting, budget allocation, media mix, measurement and evaluation and recommendations.
Further details of the pitch including a detailed assessment guide and template, submission guidelines, and a comprehensive marking criteria/rubric for the pitch will be provided in class and on the Assessment folder on Blackboard.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Assessment 3: Trade Certification and Critical Reflection
- Identity Verified
- Online
- Mode
- Product/ Artefact/ Multimedia
- Category
- Reflection
- Weight
- 20%
- Due date
29/05/2025 1:00 pm
- Other conditions
- Student specific.
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
Students will be required to complete their choice of two trade certifications from the list provided in the Assessment guide in order to pass this assessment task. Students will be required to submit proof of completion such as certificate and completion badge.
Additionally, students will be required to submit a critical reflection of their learning experience including experience of learning Media Planning and Buying with AI and completing the trade certifications. A detailed assessment guide and reflection template, submission guidelines, and a comprehensive marking criteria/rubric for the Critical Reflection task will be provided in class and on the Assessment folder on Blackboard.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that this task will be assessed live in person during class time. AI use is prohibited.
Submission guidelines
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 7 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Seminar |
1. Introduction to Course: Advertising Media, Regulations and Standards, Trends and Technologies, Media Ethics and Moral Reasoning Learning outcomes: L01, L03, L04 |
Week 2 |
Seminar |
2. Media in the Marketing Context: the Critical role of Media Planning and Buying in the Strategic Advertising Process Learning outcomes: L01, L03 |
Week 3 |
Seminar |
3. Media Research: Target Audience Definition and Analysis for Media Strategy Learning outcomes: L01, L02, L03 |
Week 4 |
Seminar |
4. Media Terms and Calculations Client Briefing + Q&A Session Learning outcomes: L01, L02, L03, L04, L05 |
Week 5 |
Seminar |
5. Developing the Strategic Media Plan: Media Objectives, Principles and Strategy Planning Decisions Guest Lecture: A Day in the Life of a Media Planning and Buying Agency Learning outcomes: L02, L03, L04 |
Week 6 |
Seminar |
Media Mix Selections: A Strategic Approach Learning outcomes: L02, L03, L04 |
Week 7 |
Seminar |
7. Media Channel Evaluation and Selection: Planning and Buying for Traditional and Digital Media, and Beyond Learning outcomes: L01, L02, L04, L05 |
Week 8 |
Seminar |
8. Media Buying: Costing, Scheduling and Budgets Learning outcomes: L01, L04, L05 |
Mid-sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 9 |
Seminar |
9. Media Measurement, Evaluation, Testing and Optimisation: Ethical Concerns and Considerations Learning outcomes: L02, L03, L04, L05 |
Week 10 |
Seminar |
10. Application of AI in (Programmatic) Advertising: Tools, Trends and Impact Learning outcomes: L02, L04, L05 |
Week 11 |
Seminar |
11. Contemporary Issues in Media Planning and Buying Learning outcomes: L01, L02, L03, L04, L05 |
Week 12 |
Seminar |
12. Reimagining the Future of Advertising Media: Co-creating Transformations in Media Planning and Buying Research and Practice Learning outcomes: L01, L03, L04 |
Week 13 |
Seminar |
13. Course Review and Wrap up Learning outcomes: L01, L02, L03, L04, L05 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.