AMB224 Consumers and Media Channels
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB224 |
|---|---|
| Prerequisite(s): | 96 credit points of completed studies. |
| Equivalent(s): | AMB319, AMX319 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,124 |
| Pre-2021 CSP student contribution | $1,663 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,204 |
| International unit fee | $4,512 |
Unit Outline: Semester 1 2025, Gardens Point, Internal
| Unit code: | AMB224 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | Completion of 96 credit points of study |
| Equivalent: | AMB319, AMX319 |
| Assumed Knowledge: | Nil |
| Coordinators: | Lisa Schuster | lisa.schuster@qut.edu.au |
Overview
This unit introduces you to the strategic use of paid, owned and earned media to effectively reach consumers using media channels within an advertising campaign. You will develop skills to analyse data to research consumer attitudes and behaviours and develop creative consumer insights. Based on these insights you will work together in a team to develop a media strategy. This unit works closely with media industry professionals. Completing this unit will be beneficial to students who would like to pursue careers in advertising, digital or media agencies or media sales.
Learning Outcomes
On successful completion of this unit you will be able to:
- Interpret sources of secondary research on consumer behaviour, media usage and audiences to develop consumer insights. [HO 2.1]Relates to: UG Business Capabilities: HO (2.1)
- Use sources of secondary research to conduct critical market and product analyses in real-world contexts. [KS 1.2]Relates to: UG Business Capabilities: KS (1.2)
- Present media insights and strategy to a professional audience, utilising effective written and oral communicational skills. [PC 3.1, 3.2]
- Communicate the role of media strategy within a client's overall marketing communication plan, and the relative utility of differing forms of advertising media. [HO 2.2, PC 3.1]
- Work effectively in teams to design and present complex ideas in real world business contexts. [TS 4.2]
Content
This unit begins with the use of quantitative and qualitative information to develop consumer insights and greater understanding of the target audience and media imperatives. It then moves to apply these insights into the development and justification of an integrated media strategy which incorporates paid, owned and earned media. Media budgets and scheduling are also included in the unit content.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit incorporates a blended learning and experiential learning approach implemented through a client-based project in which you will develop a media plan. Content will be delivered both on campus and also online. Assessment is based on the hands-on approach to media planning in this unit with tutorials designed to provide realistic media planning tasks and gather feedback throughout the semester. Communication skills are developed through both written and oral presentation of the final assessment.
Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment pieces that align with the unit learning outcomes.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Media Research Document
Students are to research and submit a media research document in response to a specific brand media brief. This document will show a depth of investigation into the consumer and the product category and provide a consumer analysis, consumer path to purchase and consumer insight.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Media Strategy Plan
Utilising the findings from research done in Assessment 1, students are to work in a team to design and present a media strategy in response to a specific brand media brief.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), PC (3.2), TS (4.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resource Materials
Other
References
Advertising: An Integrated Marketing Communication Perspective 4th Edition (Belch, Belch, Kerr, Powell and Waller 2020) Chapter 11 Media Strategy
Additional references can also be found at the unit's Canvas site
Journals
Journal of Advertising
Journal of Advertising Research
Journal of Interactive Advertising
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Media Research Document
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO4, Media Strategy Plan
KS (1.2): Technical and Technological Skills
Relates to: ULO2, Media Research Document, Media Strategy Plan
PC (3.1): Professional Communication (Written)
Relates to: ULO3, ULO4, Media Research Document
PC (3.2): Professional Communication (Oral)
Relates to: ULO3, ULO5, Media Strategy Plan
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO5, Media Strategy Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
BS06 Bachelor of Business
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
BS08 Bachelor of Business - International
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
KC40 Bachelor of Communication
- Demonstrate capacity to understand and critique the historical, cultural, technological, and regulatory implications of digital media, entertainment, communication, and news industries.
Relates to: ULO4, Media Strategy Plan - Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO3, ULO4, ULO5, Media Research Document, Media Strategy Plan - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO1, ULO2, ULO4, Media Research Document, Media Strategy Plan - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO3, ULO4, Media Research Document, Media Strategy Plan - Identify, develop, and sustain effective and responsible leadership strategies and teamwork skills that generate value for yourself and others.
Relates to: ULO5, Media Strategy Plan
Unit Outline: Semester 1 2025, Online
| Unit code: | AMB224 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | Completion of 96 credit points of study |
| Equivalent: | AMB319, AMX319 |
| Assumed Knowledge: | Nil |
Overview
This unit introduces you to the strategic use of paid, owned and earned media to effectively reach consumers using media channels within an advertising campaign. You will develop skills to analyse data to research consumer attitudes and behaviours and develop creative consumer insights. Based on these insights you will work together in a team to develop a media strategy. This unit works closely with media industry professionals. Completing this unit will be beneficial to students who would like to pursue careers in advertising, digital or media agencies or media sales.
Learning Outcomes
On successful completion of this unit you will be able to:
- Interpret sources of secondary research on consumer behaviour, media usage and audiences to develop consumer insights. [HO 2.1]Relates to: UG Business Capabilities: HO (2.1)
- Use sources of secondary research to conduct critical market and product analyses in real-world contexts. [KS 1.2]Relates to: UG Business Capabilities: KS (1.2)
- Present media insights and strategy to a professional audience, utilising effective written and oral communicational skills. [PC 3.1, 3.2]
- Communicate the role of media strategy within a client's overall marketing communication plan, and the relative utility of differing forms of advertising media. [HO 2.2, PC 3.1]
- Work effectively in teams to design and present complex ideas in real world business contexts. [TS 4.2]
Content
This unit begins with the use of quantitative and qualitative information to develop consumer insights and greater understanding of the target audience and media imperatives. It then moves to apply these insights into the development and justification of an integrated media strategy which incorporates paid, owned and earned media. Media budgets and scheduling are also included in the unit content.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit incorporates a blended learning and experiential learning approach implemented through a client-based project in which you will develop a media plan. Content will be delivered both on campus and also online. Assessment is based on the hands-on approach to media planning in this unit with tutorials designed to provide realistic media planning tasks and gather feedback throughout the semester. Communication skills are developed through both written and oral presentation of the final assessment.
Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment pieces that align with the unit learning outcomes.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Media Research Document
Students are to research and submit a media research document in response to a specific brand media brief. This document will show a depth of investigation into the consumer and the product category and provide a consumer analysis, consumer path to purchase and consumer insight.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Media Strategy Plan
Utilising the findings from research done in Assessment 1, students are to work in a team to design and present a media strategy in response to a specific brand media brief.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), PC (3.2), TS (4.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resource Materials
Other
References
Advertising: An Integrated Marketing Communication Perspective 4th Edition (Belch, Belch, Kerr, Powell and Waller 2020) Chapter 11 Media Strategy
Additional references can also be found at the unit's Canvas site
Journals
Journal of Advertising
Journal of Advertising Research
Journal of Interactive Advertising
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Media Research Document
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO4, Media Strategy Plan
KS (1.2): Technical and Technological Skills
Relates to: ULO2, Media Research Document, Media Strategy Plan
PC (3.1): Professional Communication (Written)
Relates to: ULO3, ULO4, Media Research Document
PC (3.2): Professional Communication (Oral)
Relates to: ULO3, ULO5, Media Strategy Plan
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO5, Media Strategy Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
BS06 Bachelor of Business
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
BS08 Bachelor of Business - International
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
KC40 Bachelor of Communication
- Demonstrate capacity to understand and critique the historical, cultural, technological, and regulatory implications of digital media, entertainment, communication, and news industries.
Relates to: ULO4, Media Strategy Plan - Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO3, ULO4, ULO5, Media Research Document, Media Strategy Plan - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO1, ULO2, ULO4, Media Research Document, Media Strategy Plan - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO3, ULO4, Media Research Document, Media Strategy Plan - Identify, develop, and sustain effective and responsible leadership strategies and teamwork skills that generate value for yourself and others.
Relates to: ULO5, Media Strategy Plan
Unit Outline: Semester 2 2025, Gardens Point, Internal
| Unit code: | AMB224 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | Completion of 96 credit points of study |
| Equivalent: | AMB319, AMX319 |
| Assumed Knowledge: | Nil |
| Coordinators: | Jenny Doig | jennifer.doig@qut.edu.au |
Overview
This unit introduces you to the strategic use of paid, owned and earned media to effectively reach consumers using media channels within an advertising campaign. You will develop skills to analyse data to research consumer attitudes and behaviours and develop creative consumer insights. Based on these insights you will work together in a team to develop a media strategy. This unit works closely with media industry professionals. Completing this unit will be beneficial to students who would like to pursue careers in advertising, digital or media agencies or media sales.
Learning Outcomes
On successful completion of this unit you will be able to:
- Interpret sources of secondary research on consumer behaviour, media usage and audiences to develop consumer insights. [HO 2.1]Relates to: UG Business Capabilities: HO (2.1)
- Use sources of secondary research to conduct critical market and product analyses in real-world contexts. [KS 1.2]Relates to: UG Business Capabilities: KS (1.2)
- Present media insights and strategy to a professional audience, utilising effective written and oral communicational skills. [PC 3.1, 3.2]
- Communicate the role of media strategy within a client's overall marketing communication plan, and the relative utility of differing forms of advertising media. [HO 2.2, PC 3.1]
- Work effectively in teams to design and present complex ideas in real world business contexts. [TS 4.2]
Content
This unit begins with the use of quantitative and qualitative information to develop consumer insights and greater understanding of the target audience and media imperatives. It then moves to apply these insights into the development and justification of an integrated media strategy which incorporates paid, owned and earned media. Media budgets and scheduling are also included in the unit content.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit incorporates a blended learning and experiential learning approach implemented through a client-based project in which you will develop a media plan. Content will be delivered both on campus and also online. Assessment is based on the hands-on approach to media planning in this unit with tutorials designed to provide realistic media planning tasks and gather feedback throughout the semester. Communication skills are developed through both written and oral presentation of the final assessment.
Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment pieces that align with the unit learning outcomes.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Media Research Document
Students are to research and submit a media research document in response to a specific brand media brief. This document will show a depth of investigation into the consumer and the product category and provide a consumer analysis, consumer path to purchase and consumer insight.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Media Strategy Plan
Utilising the findings from research done in Assessment 1, students are to work in a team to design and present a media strategy in response to a specific brand media brief.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), PC (3.2), TS (4.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resource Materials
Other
References
Advertising: An Integrated Marketing Communication Perspective 4th Edition (Belch, Belch, Kerr, Powell and Waller 2020) Chapter 11 Media Strategy
Additional references can also be found at the unit's Canvas site
Journals
Journal of Advertising
Journal of Advertising Research
Journal of Interactive Advertising
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Media Research Document
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO4, Media Strategy Plan
KS (1.2): Technical and Technological Skills
Relates to: ULO2, Media Research Document, Media Strategy Plan
PC (3.1): Professional Communication (Written)
Relates to: ULO3, ULO4, Media Research Document
PC (3.2): Professional Communication (Oral)
Relates to: ULO3, ULO5, Media Strategy Plan
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO5, Media Strategy Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
BS06 Bachelor of Business
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
BS08 Bachelor of Business - International
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
KC40 Bachelor of Communication
- Demonstrate capacity to understand and critique the historical, cultural, technological, and regulatory implications of digital media, entertainment, communication, and news industries.
Relates to: ULO4, Media Strategy Plan - Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO3, ULO4, ULO5, Media Research Document, Media Strategy Plan - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO1, ULO2, ULO4, Media Research Document, Media Strategy Plan - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO3, ULO4, Media Research Document, Media Strategy Plan - Identify, develop, and sustain effective and responsible leadership strategies and teamwork skills that generate value for yourself and others.
Relates to: ULO5, Media Strategy Plan
Unit Outline: Semester 2 2025, Online
| Unit code: | AMB224 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | Completion of 96 credit points of study |
| Equivalent: | AMB319, AMX319 |
| Assumed Knowledge: | Nil |
Overview
This unit introduces you to the strategic use of paid, owned and earned media to effectively reach consumers using media channels within an advertising campaign. You will develop skills to analyse data to research consumer attitudes and behaviours and develop creative consumer insights. Based on these insights you will work together in a team to develop a media strategy. This unit works closely with media industry professionals. Completing this unit will be beneficial to students who would like to pursue careers in advertising, digital or media agencies or media sales.
Learning Outcomes
On successful completion of this unit you will be able to:
- Interpret sources of secondary research on consumer behaviour, media usage and audiences to develop consumer insights. [HO 2.1]Relates to: UG Business Capabilities: HO (2.1)
- Use sources of secondary research to conduct critical market and product analyses in real-world contexts. [KS 1.2]Relates to: UG Business Capabilities: KS (1.2)
- Present media insights and strategy to a professional audience, utilising effective written and oral communicational skills. [PC 3.1, 3.2]
- Communicate the role of media strategy within a client's overall marketing communication plan, and the relative utility of differing forms of advertising media. [HO 2.2, PC 3.1]
- Work effectively in teams to design and present complex ideas in real world business contexts. [TS 4.2]
Content
This unit begins with the use of quantitative and qualitative information to develop consumer insights and greater understanding of the target audience and media imperatives. It then moves to apply these insights into the development and justification of an integrated media strategy which incorporates paid, owned and earned media. Media budgets and scheduling are also included in the unit content.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit incorporates a blended learning and experiential learning approach implemented through a client-based project in which you will develop a media plan. Content will be delivered both on campus and also online. Assessment is based on the hands-on approach to media planning in this unit with tutorials designed to provide realistic media planning tasks and gather feedback throughout the semester. Communication skills are developed through both written and oral presentation of the final assessment.
Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment pieces that align with the unit learning outcomes.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Media Research Document
Students are to research and submit a media research document in response to a specific brand media brief. This document will show a depth of investigation into the consumer and the product category and provide a consumer analysis, consumer path to purchase and consumer insight.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Media Strategy Plan
Utilising the findings from research done in Assessment 1, students are to work in a team to design and present a media strategy in response to a specific brand media brief.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), PC (3.2), TS (4.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resource Materials
Other
References
Advertising: An Integrated Marketing Communication Perspective 4th Edition (Belch, Belch, Kerr, Powell and Waller 2020) Chapter 11 Media Strategy
Additional references can also be found at the unit's Canvas site
Journals
Journal of Advertising
Journal of Advertising Research
Journal of Interactive Advertising
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Media Research Document
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO4, Media Strategy Plan
KS (1.2): Technical and Technological Skills
Relates to: ULO2, Media Research Document, Media Strategy Plan
PC (3.1): Professional Communication (Written)
Relates to: ULO3, ULO4, Media Research Document
PC (3.2): Professional Communication (Oral)
Relates to: ULO3, ULO5, Media Strategy Plan
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO5, Media Strategy Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
BS06 Bachelor of Business
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
BS08 Bachelor of Business - International
- Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Media Research Document, Media Strategy Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Media Research Document - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO4, Media Strategy Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO4, Media Research Document - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO3, ULO5, Media Strategy Plan - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Media Strategy Plan
KC40 Bachelor of Communication
- Demonstrate capacity to understand and critique the historical, cultural, technological, and regulatory implications of digital media, entertainment, communication, and news industries.
Relates to: ULO4, Media Strategy Plan - Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO3, ULO4, ULO5, Media Research Document, Media Strategy Plan - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO1, ULO2, ULO4, Media Research Document, Media Strategy Plan - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO3, ULO4, Media Research Document, Media Strategy Plan - Identify, develop, and sustain effective and responsible leadership strategies and teamwork skills that generate value for yourself and others.
Relates to: ULO5, Media Strategy Plan