2012/13 Taught Postgraduate Module Catalogue
LUBS5425M Media Policy
15 creditsClass Size: 350
Module manager: Yanto Chandra / Dr. Josko Brakus
Email: Y.Chandra@leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2012/13
Objectives
On completion of this module, students will be able to:define the role of media strategy and planning within the wider advertising process;
recognise the significance of integrating media policy decisions at the initial stages of advertising campaign planning;
critically evaluate media plans versus stated campaign objectives;
demonstrate an understanding of how media budgets and plans are constructed (including reach, frequency, weight, continuity and cost);
exhibit an understanding of the role and relative attractiveness of established versus new media options;
have a critical awareness of literature within the media field and an ability to apply such literature to live media strategy and planning issues;
demonstrate effective written, verbal and group communication skills.
Syllabus
General perspectives of mass media in society, including social change, politics, globalisation, technology, post-modernism and popular culture. The impact of the digital age. Media planning, multi-media strategies and budget setting. Media strategy related to coverage, frequency and continuity. Cost and effectiveness. Mass and selective media. Quantitative and qualitative factors related to the target audience. Characteristics of the mass media and selective media. The impact of the new media. Media scheduling and competitive tactics. Media planning related to direct marketing, trade and technical campaigns. Media research, analysis techniques and media models. Experimentation and assessing results. Transnational and semi-global media strategies. Media policy related to agency-client relations, the role of the advertising agency, the growth of media independents and the availability of media research assistance.
Teaching methods
| Delivery type | Number | Length hours | Student hours |
| Lecture | 10 | 2.00 | 20.00 |
| Seminar | 10 | 1.00 | 10.00 |
| Private study hours | 120.00 | ||
| Total Contact hours | 30.00 | ||
| Total hours (100hr per 10 credits) | 150.00 | ||
Methods of assessment
Exams
| Exam type | Exam duration | % of formal assessment |
| Standard exam (closed essays, MCQs etc) | 3 hr | 100.00 |
| Total percentage (Assessment Exams) | 100.00 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Reading list
The reading list is available from the Library websiteLast updated: 10/09/2013
Browse Other Catalogues
- Undergraduate module catalogue
- Taught Postgraduate module catalogue
- Undergraduate programme catalogue
- Taught Postgraduate programme catalogue
Errors, omissions, failed links etc should be notified to the Catalogue Team.PROD