
Media Planning
Code: 103158Credits: 6
| Degree programme | Type | Course |
|---|---|---|
| Advertising and Public Relations | OB | 3 |
Contact lecturer
- Name :
- Aurea Beatriz Gomez Garrido
- Email :
- aurea.gomez@uab.cat
Group languages
You can consult this information at the end of the document.
Prerequisites
None
Objectives
The subject has as main objective to introduce the student in the media planning world and will be mainly based on the following themes:
1.- The role of media planning in advertising and marketing
2.- Main basic concepts of media planning
3.- Scientific methodology applied to media Planning. Main tools and sources of information
4.- The media planning process
5.- Current media landscape: main characteristics, audience profile and trends or evolution in terms of advertising investments
Learning outcomes
- CM25 (Formulate a suitable media strategy as a result of the application of negotiation techniques.) Formulate a suitable media strategy as a result of the application of negotiation techniques.
- KM28 (Recognise advertising companies as business units to understand their role in the communication industry.) Recognise advertising companies as business units to understand their role in the communication industry.
- SM23 (Apply the basic principles of media planning for the negotiation and purchase of advertising space, while considering the benefit-cost ratio.) Apply the basic principles of media planning for the negotiation and purchase of advertising space, while considering the benefit-cost ratio.
Contents
1. Current status of media planning (5%). The figure of the media planner. Media planning in the marketing process. Future trends. Media digitalization. Brief overview: audiences and investments. Planning process.
2.- Basic Concepts of Media Planning (55%). Explanation of the essential concepts to understand, analyze and make decisions related to media. 20 essential concepts related to the audience, the effectiveness, the strategy and the media cost. Basics of digital planning & programmatic planning.
3.-Sources of information and Media Planning tools (20%). Information needs in planning in relation to target, market and media. Main sources and suppliers of information and knowledge in the market.
4.-Market situation of the media (20%). Evolution of the national and international advertising market in terms of audiences and investments. Profiles and characteristics of the main mass media. Current negotiation basics.
Students will obtain by this way a global vision of media planning to make optimal decisions when designing and assessing the effectiveness of a media campaign.
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Theory | 15 | 0.6 | CM25, KM28, SM23 |
| Practice | 82.5 | 3.3 | CM25, KM28, SM23 |
| Seminars | 15 | 0.6 | CM25, SM23 |
| Tutorial Classes | 7.5 | 0.3 | CM25, KM28, SM23 |
| Exercices | 22.5 | 0.9 | KM28 |
A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find the various teaching materials deemed appropriate by the instructors and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching staff will inform students of any modifications to the
course schedule and teaching methodologies.
Classes will be a mix of theory and practice. Each session will begin with the debate or analysis of some lectures. There will a specific homework each week (lecture or exercice), and 4 group activities will be devoloped during the semester.
The course content will be sensitive to issues related to gender perspective and the use of inclusive language.
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| Seminars | 5% | 0.75 | 0.03 | CM25, KM28, SM23 |
| Exam | 45% | 2.25 | 0.09 | CM25, SM23 |
| Practice | 50% | 4.5 | 0.18 | CM25, KM28, SM23 |
CONTINUOUS ASSESSMENT
The evaluation of the subject will be based on continuous assessment, consisting of practical assignments (50%), class attendance and participation in seminars (5%), and a final exam (45%). In order to pass the subject, students must obtain a minimum grade of 5.0 out of 10 in both the practical assignments and the final exam. The grade corresponding to attendance and participation will be incorporated into the final mark according to the established weighting, but it will not constitute an independent requirement for passing the subject.
RECOVERY OF CONTINUOUS ASSESSMENT
The last three weeks of the course will be dedicated to re-evaluation activities. Students will have the right to retake the subject provided they have been assessed on activities whose combined weight represents at least two-thirds of the total course grade.
To be eligible for the recovery process, students must have obtained a minimum overall grade of 3.5 out of 10, calculated according to the established weighting criteria. Only the practical assignments and the final exam will be eligible for resit. Due to its nature, attendance and participation in seminars are not recoverable.
For the grade obtained in a recovery activity to replace the previous grade and to calculate the final mark, it is necessary to obtain a minimum grade of 4.5 out of 10 in that activity.
SINGLE ASSESSMENT
The single assessment system of the subject is based on the following components:
A) 40% Theoretical test. A minimum grade of 5.0 is required to pass the subject (mandatory condition).
B) 30% Resolution of three case studies / practical assignments.
C) 30% Submission of a final project including theoretical exercises.
The single assessment will take place on a single assessment date. On this date, students who have opted for this modality must take the written exam, solve a series of case studies, and submit the two research reports.
RECOVERY OF SINGLE ASSESSMENT
To be eligible for the recovery of the subject, students must have obtained a minimum overall grade of 3.5 out of 10, calculated according to the established weighting criteria. Only the theoretical test and the case study resolutions will be recoverable. Due to its nature, the final project is not eligible for resit.
For the grade obtained in a recovery activity to replace the previous grade and to calculate the final mark, it is necessary to obtain a minimum grade of 4.5 out of 10 in that activity.
SYNTHESIS EXAM
For students enrolled in the subject for a second time or more, assessment may consist of a synthesis exam designed to evaluate the learning outcomes defined in the course syllabus. In this case, the final grade of the subject will correspond entirely to the grade obtained in this exam. Further details will be communicated to students who choose this assessment modality.
PLAGIARISM
In the event that the student commits any irregularity that may lead to a significant variation in the grade of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that may be instructed. In the event of several irregularities in the evaluation acts of the same subject, the final grade of this subject will be 0.
NOT ASSESSABLE
Students who have not completed at least 33% of the assessment activities scheduled in the course will be considered as \"not assessable\" and this will be reflected in their final grade.
ARTIFICIAL INTELIGENCE (AI)
In this course, the use of Artificial Intelligence (AI) technologies is permitted as an integral part of assignment development, provided that the final outcome demonstrates a significant contribution from the student in terms of analysis and personal reflection.
Students must clearly identify any content generated using AI, specify the tools employed, and include a critical reflection on how these technologies have influenced both the process and the final result of the assignment. Failure to disclose the use of AI in this assessed activity will be considered a breach of academic integrity and may result in a partial or total penalty to the assignment grade, or more serious sanctions in severe cases.
IRREGULARITIES
The performance of any irregularity in an evaluation act (academic fraud, plagiarism or improper use of AI, unless this use is expressly authorized by the teaching guide), which may lead to a significant variation in the grade, assumes that this act will be graded with a 0. In the event that the teaching guide foresees that in order to pass the subject it is an essential requirement to have obtained a minimum grade in this evaluation act or that there are several irregularities in the evaluation acts of the same subject, the final grade of this subject is 0. Apart from this, a disciplinary process may be instructed to the student that incurs any of these irregularities.
Any student suspected of submitting assignments that have been generated by AI, written by others or copied; include unattributed AI-generated content, or fall outside the permitted scope, may be asked to provide the preliminary work or other materials that can demonstrate it is original work and the result of their own authorship. They may also be asked to separately explain or justify their work. Teachers may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, the instructor detects irregularities, the assignment may be graded zero, and the student may be subject to further disciplinary action.
Bibliography
Donnelly, William J. Planning media: strategy and imagination. Prentice Hall (New Jersey, 1996).
Frutos Torres, Belinda de. Los medios publicitarios: investigación, planificación y gestión. Ed. Síntesis (2018)
Gesky, Ronald D.: Media Planning & Buying in the 21st Century. Marketing Communications LLC. ISBN: 978-1481938723 (2013)
González Lobo María. Ángeles., Carrero López E. y Mariñas González, G.. Manual de Planificación de Medios (2018)
Katz, Helen. The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. Routledge, (2019)
Papí Gálvez, Natalia. Investigación y planificación de Medios Publicitarios. Ed. Síntesis. (2017)
Pérez-Latre, Francisco Javier: Planificación y gestión de medios publicitarios. Ariel Comunicación (Barcelona, 2000).
Perlado Lamo de Espinosa, Marta. Planificación de medios de comunicación de masas. McGrawHill. Madrid (2006)
Sharp, Byron: How brands grow. What marketers don’t know. Oxford University Press. (2010)
Sharp, Byron (2017): Marketing: Theory, Evidence, Practice. Oxford University Press. (2017)
Sissors, Jack Z., Baron, Roger B. (2010). Advertising media planning. McGraw-Hill. (2010)
Complementary Biography
Arroyo Vázquez, N. . “El uso profesional de las redes sociales”. Anuario Think EOI 2009. EPI SCP, pp 145-152. Disponible en web: http://dialnet.unirioja.es(servlet/articulo?codigo=3013069 (2009)
Berganza Conde, Mª Rosa; Ruiz San Román, José A. Investigar en comunicación. Guía práctica de métodos y técnicas de investigación social encomunicación. Ed. Mc Graw Hill (2005)
Corbetta, Piergiorgio. Metodología y técnicas de investigación social .Madrid, Editorial McGraw Hill. (2007)
Delphiki, Julian. Ad Tech & Programmatic: Master the Online Media Tech and Programmatic Media Explained. 2020
Kim, Su Jung. “Audience Measurement and Analysis”, Handbook of Media Management and Economics. Routledge, 2018
Ries, Al. Trout, Jack. The 22 immutable laws of marketing. Harper (1993).
Sharp, Byron. Marketing: theroy, evidence and practice. Oxford University Press (2013).
Steel, Jon. The perfect pitch. The art of selling ideas and winning n ew business. John Wiley & Sons. New Yersey (2007)
Web
http://www.aedemo.es
http://www.aimc.es
http://www.anuncios.es
http://www.iabspain.net/glosario/
http://www.infoadex.es
http://www.marketingnews.es
http://www.mckinsey.com/insights/marketing_sales/beyond_paid_media_marketings_new_vocabulary
www.warc.com/
Software
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Course groups and languages
The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE
| Type of teaching | Group | Language | Semester | Shift |
|---|---|---|---|---|
| (TE) Theory | 5 | Catalan | second semester | afternoon |
| (PLAB) Practical laboratories | 51 | Catalan | second semester | afternoon |
| (PLAB) Practical laboratories | 52 | Catalan | second semester | afternoon |