Course Information Undergraduate prospectus

Media Planning and Buying

Course summary

Course code: MARK1198
Level: 5
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Emmanuel Mogaji



1. To understand the fundamental metrics of audience measurement and media accounting.
2. To be able to allocate a media budget across multiple media platforms
3. To understand the relative strengths of a range of media including traditional printed media, broadcast, online and interactive
4. To be able to access and use secondary sources of media data and develop strategic and measureable media objectives
5. To be able to apply research techniques to the understanding of media consumption
6. Application of media data in strategic marketing thinking in segmentation, targeting and positioning and to be able to evaluate media for the purpose of selecting appropriate platforms that will most effectively deliver advertising messages to the target audience

Learning outcomes

On successful completion of this course a student will be able to:

1 Understand consumers’ consumption and attitudes towards media and the evolving nature of the channels of marketing communications.
2 Reflect on the effectiveness and efficiency, in relation to specific media objectives, of media alternatives.
3 To be able to interpret information and media planning and buying theory to support an academically rigorous approach to the solving of problems and strategy creation.
4 To understand the connections between consumer behaviour, market research and media planning strategy and usage and evaluate media for the purpose of selecting appropriate platforms that will most effectively deliver advertising messages to the target audience.
5 To understand how to measure the efficacy of media planning though analytics and research and to plan and justify a media plan report.

Indicative content

• Metrics of audience measurement and media accounting
• Allocate a media budget across platform
• Analyse strengths of a range of social media against traditional printed media, advertising and broadcast
• Access and use secondary sources of media data.
• Media strategy, planning, commerce and metrics
• Research techniques to understand media trends and consumption –media planning for customer insight
• Application of media planning data in strategic thinking
• Audience planning and targeting: segmentation, targeting and market research
• Current and future trends in media and its role in the implementation of marketing advertising communications.

Teaching and learning activity

• Course lectures, directed reading, case studies, online materials and links to further sources. In class and supported by online discussions.
• Students will take part in discussions in seminar groups. The results of seminar work, research, written plans and finished assignments will be subject to assessment by tutors.
• Students are given access to a range of online sources including online research and encouraged to use online resources to manage the analysis of data and debate.
• Students will work in seminars and online to develop their understanding of concepts, theories and media planning issues issues.


Media Plan Report - 100% weighting, 40% pass mark. Outline Details - Media plan report for a brand of the student’s choice. 3000 words.