Advertising Media Planning and Purchasing

ADV30001 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent

Contact hours

  • 36 hours over the teaching period (normally 3 hours per week)

On-campus unit delivery combines face-to-face and digital learning.

2023 teaching periods


Higher Ed. Semester 1

26 Feb 24 - 26 May 24

2 Jul 24

Last self enrolment:
10 Mar 24

31 Mar 24

Last withdraw without fail:
12 Apr 24

More teaching periods

2024 teaching periods

Swinburne Online

Teaching Period 3
Swinburne Online

Teaching Period 2

6 Nov 23 - 11 Feb 24

5 Mar 24

Last self enrolment:
19 Nov 23

1 Dec 23

Last withdraw without fail:
29 Dec 23

8 Jul 24 - 6 Oct 24

29 Oct 24

Last self enrolment:
21 Jul 24

2 Aug 24

Last withdraw without fail:
23 Aug 24


50 Credit Points of Level 2 Units

Aims and objectives

This unit provides students with an introduction to the process of evaluating media options and purchasing or placing strategic communications in media outlets. This includes selection of media vehicles, scheduling media weighting, negotiating and buying, positioning and measuring the media buys impact on the targeted audience. The emphasis is primarily on paid-for-advertising media, though other areas of online and offline opportunities will be covered. The unit provides the foundation in the study and application of media planning in advertising, marketing and public relations.

Unit Learning Outcomes (ULO)
On successful completion of this unit students will be able to:

1. Critically evaluate mass media and its contribution to successful advertising
2. Evaluate specific media – including print, broadcast, outdoor, digital, interactive and social – in terms of meeting specific advertising objectives
3. Analyse and apply media planning and buying strategies; and the information sources available to assist media decision making
4. Articulate audience measurement terms and statistics used to support media recommendations and post campaign analysis
5. Establish and apply key planning criteria when recommending and evaluating media campaigns

Courses with unit

BB-MCMNBUS Bachelor of Business/Bachelor of Media and Communication
BA-ARTS3 Bachelor of Arts
BA-ARTS3PROF Bachelor of Arts (Professional)
BA-MCMN Bachelor of Media and Communication
BA-MCMPROF Bachelor of Media and Communication (Professional)