2022/23 Taught Postgraduate Module Catalogue

LUBS5426M Media Planning and Strategy

15 creditsClass Size: 240

Module manager: Kshitij Bhoumik
Email: k.bhoumik@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2022/23

This module is not approved as an Elective

Objectives

This module aims to provide students with an overview of media planning and strategy development from both a theoretical and practitioner perspective. It will address dynamic changes occurring across the media landscape and the related implications for advertisers and explore the application of theory and concepts in practice.

Learning outcomes
On completion of this module students will be able to:
- Assess and differentiate between the key theories and concepts in media planning and strategy in the context of contemporary advertising practice
- Critically evaluate the suitability and potential efficacy of a range of media options tailored to different advertising contexts

Skills outcomes
On completion of this module students will be able to:
Transferable
- Produce effective and professional written communications
- Work as an effective team player

Subject specific
- Apply concepts and theories to develop informed, detailed, measurable and operational media plans to address identified advertising contexts

Syllabus

Indicative content
The changing media landscape; trends, consumer media habits
Introduction to the media planning process; key stages, terms and considerations
Advanced media planning; defining effective reach and frequency, ROI
Evaluation of traditional media; television, print, radio, cinema , outdoor
Contribution of digital media; gaming, mobiles, online, social media
Campaign measurement; multimedia campaigns
Issues and challenges facing media planners
Key learning is developed through two media planning activities: one delivered via a team presentation and one delivered via an individual submission.

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

Coursework

Assessment type	Notes	% of formal assessment
Assignment	Individual 3000 word assignment	100.00
Total percentage (Assessment Coursework)		100.00

The resit for this module will be 100% by 3,000 words coursework

Reading list

The reading list is available from the Library website

Last updated: 29/04/2022 15:28:11

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