306496 (v.1) Marketing The Media 601
| Area: | Department of Media and Information |
| Credits: | 25.0 |
| Contact Hours: | 3.0 |
| Seminar: | 1 x 3 Hours Weekly |
| Syllabus: | Exploration of media audiences and how this subset of the public has been reconstructed as consumers and subsequently as media marketing targets. Economic and social consequence of such categorisation and examination of how media organisations use creative or strategic advertising to overcome government legislative policies on programming and consumer protection. Current and past case studies are used to analyse the topic. |
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| Unit Outcomes: | On completion of this unit students will understand the complex issues of combining public service responsibilities with competing in a highly competitive market. How media organisations can succeed without openly violating the law. Where their organisation falls within this environment and how they can enhance its operation capabilities. |
| Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information. |
| Unit References: | Alasuutari, P (1999). Reithinking Media Audiences, Sage Publications, London. Corrigan, P. (1997). The Sociology of Consumption, Sage Publications, London. Horton, M. (1999). The Internet and the Empowered Consumer: From The Scarcity of Commodity to the Multiplicity of Subjectivities" . Lyon, D. (1994). Targeted Consumer in The Electronic Eye: The Rise of Surveillance Society, University of Minnesota Press. Abercrombie, N and Longhurst, B. (1998), Audiences: A Sociological Theory of Performance and Imagination, Sage Publications, London. |
| Unit Texts: | McQuail, D. (1997). Audience Analysis, Sage Publications, London. Cronin, A. M. (2000). Advertising and Consumer Citizenship, Routledge. Nava, Mica, Blacke, A., Macrury, I and Richards, B. eds. (1996). Buy This Book: Studies in Advertising and Consumption, Routledge. |
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| Unit Assessment Breakdown: | Case Study One 30%, Case Study Two 30%, Final Project/Essay 40%. This is by grade/mark assessment. |
Current as of: February 2, 2004
CRICOS provider code 00301J
