Media Planning
Code: 103158 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| Advertising and Public Relations | OB | 3 |
Contact
- Name:
- Aurea Beatriz Gomez Garrido
- Email:
- Aurea.Gomez@uab.cat
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
None
Objectives and Contextualisation
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 (Competence) Formulate a suitable media strategy as a result of the application of negotiation techniques.
- KM28 (Knowledge) Recognise advertising companies as business units to understand their role in the communication industry.
- SM23 (Skill) Apply the basic principles of media planning for the negotiation and purchase of advertising space, while considering the benefit-cost ratio.
Content
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
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.
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Exercices | 22.5 | 0.9 | |
| Seminars | 15 | 0.6 | |
| Theory | 15 | 0.6 | |
| Type: Supervised | |||
| Tutorial Classes | 7.5 | 0.3 | |
| Type: Autonomous | |||
| Practice | 82.5 | 3.3 |
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 all teaching materials and necessary information for eective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching sta 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.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Exam | 35% | 2.25 | 0.09 | CM25, SM23 |
| Practice | 50% | 4.5 | 0.18 | CM25, KM28, SM23 |
| Seminars | 15% | 0.75 | 0.03 | CM25, KM28, SM23 |
CONTINUOUS ASSESSMENT
The evaluation of the subject will be based on the evaluation of the practices, which will compute 50%, the attendance to class and participation in seminars (15%) and a final exam that will compute 35% for the final grade. All activities must be passed to opt for the final evaluation of 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 if they have been evaluated of the set of activities whose weight is equivalent to a minimum of 2/3 parts of the total grade of the subject.
In order to be able to present to the recovery of the subject, the average grade of 3.5 must be obtained. Both the practices and the final exam can be recoverable.
SINGLE ASSESSMENT
The single assessment system of the subject is based on the following percentages:
A) 40% Theoretical test. You must be approved (5 or more) to pass the subject (independent condition)
B) 30% Resolution of 3 case studies / practices
C) 30% Delivery of a final project with theoretical exercises
A (40%) + B (30%) + C (30%) ' 100% FINAL GRADE OF THE SUBJECT
RECOVERY OF SINGLE ASSESSMENT
Students will have the right to retake the subject if they have been evaluated of the set of activities whose weight equals a minimum of 2/3 of the total grade of the subject.
In order to be able to present to the recovery of the subject, the average grade of 3.5 must be obtained. Both the theoretical test and the resolution of the practical cases can be recoverable.
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.
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)
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)
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.iabspain.net/glosario/
http://www.mckinsey.com/insights/marketing_sales/beyond_paid_media_marketings_new_vocabulary
Software
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Groups and Languages
Please note that this information is provisional until 30 November 2025. You can check it through this link. To consult the language you will need to enter the CODE of the subject.
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (PLAB) Practical laboratories | 51 | Catalan | second semester | afternoon |
| (PLAB) Practical laboratories | 52 | Catalan | second semester | afternoon |
| (TE) Theory | 5 | Catalan | second semester | afternoon |