DG2S59 - Account and Media Planning 01 Sep 2023 - 31 Aug 2027 | Version 1

Associated Module Information

Module Code: DG2S59
Module Title: Account and Media Planning
Faculty: Faculty of Business and Creative Industries
Faculty Group: Fashion, Marketing and Photography
Faculty Sub Group: Marketing
Module Leader: Lee Thomas, Molly Owens
Module Team: Steven Wright
First Intended Intake: SEP 2023 Final Year of Intake: 2024
Date Closed:
Credit Value: 20 Credit Level: 5
Language: English
Percentage of Module Taught in Welsh: 0
Equivalent Module:
HECOS codes:
HECOS Code Weighting:

Document Version Information

Version 1
Valid From 01 Sep 2023
Valid To 31 Aug 2027

Module Aims

  • to introduce students to account planning strategies such as consumer insights, competitive intelligence and trend analysis
  • to help students understand target audiences on a more profound level and how to reach them through different media content
  • to introduce students to media budgeting and the time and frequency of which media content is shared and published
  • to introduce students to strategies to enable them to measure the success of the account and media planning process

Content Summary

This module focuses on the strategies and skills used within the advertising industry to underpin successful campaign management. With account planning having established itself as a core competency for advertising agencies, this module explores the role of an account planner by examining the influence of consumer insights, market intelligence and trend prediction. This process ensures optimal representation of the brand, helps to support and maintain the brand's position in the marketplace and underpins its values and personality through all media communications and brand interactions. Account planning offers a strategic process that informs the creative output and then, in turn, the placement of advertising within various media streams.

Learning and Teaching Methods

Activity Type Hours
Lecture 8
Practical classes and workshops 14
Supervised time in studio/workshop 14
Independent Study 100
Directed Study 64
Total Hours Selected 200

Learning Outcomes

# Learning Outcome
LO1 Demonstrate an understanding of account and media planning.
LO2 Analyse and measure the success of the account and media planning process.

Module Requisites

N/A

Assessment Criteria

Assessment Category Assessment Type Description Duration Word Count Weight (%) Best of? Pass Mark
Asynchronous Assessment Project Output 1 A detailed record of a range of account planning and media buying briefs, with an in-depth analysis of one particular area on plan, involving some original research and measuring success. 0 N/A 100 No 40

Assessment Matrix

Assessment Type Learning Outcomes
LO1 LO2
Project Output 1 ✔ ✔

Reading List

All titles are available through USW Findit.southwales.ac.uk

“Advertising Change.”?Strategic direction (Bradford, England)?35.7 (2019): 37–39. Web.

Baskin, Merry, and David Pickton. “Account Planning - from Genesis to Revelation.”?Marketing intelligence & planning?21.7 (2003): 416–424. Web.

Beede, Park. “Tracing the Evolution of Advertising Account Planning.”?Journal of historical research in marketing?12.3 (2020): 285–303. Web.

Jones, John Philip.?The Advertising Business Operations, Creativity, Media Planning, Integrated Communications. Thousand Oaks, Calif.?;: SAGE, 1999. Print.

Kishel, P G. “Advertising Account Planning: New Strategies in the Digital Landscape.”?Choice?2019: 463–463. Print.

Nyilasy, Gergely, Robin Canniford, and Peggy J. Kreshel. “Ad Agency Professionals’ Mental Models of Advertising Creativity.”?European journal of marketing?47.10 (2013): 1691–1710. Web.

Osler, R.?(2003), \\\"Infusing business and brand strategies into account planning\\\",?Marketing Intelligence & Planning, Vol. 21 No. 7, pp. 435-439.?https://doi.org/10.1108/02634500310504278

Ryan, Damian.?Understanding Digital Marketing?: Marketing Strategies for Engaging the Digital Generation. Fourth edition. London, England?;: Kogan Page, 2017. Print.

Southgate, Nick. “Coolhunting, Account Planning and the Ancient Cool of Aristotle.”?Marketing intelligence & planning?21.7 (2003): 453–461. Web.

Zimand-Sheiner, Dorit, and Amir Earon. “Disruptions of Account Planning in the Digital Age.”?Marketing intelligence & planning?37.2 (2019): 126–139. Web.