1 Semester

3 Hours per Week

Hawthorn

Nil

Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A unit of study in the Graduate Diploma of Arts (Commercial Radio).

Aims & Objectives:

This unit of study explores basic marketing concepts from a radio perspective, understanding the key concepts of the business-customer relationship and the role of marketing. The development of teamwork skills and creative problem solving are a critical part of this unit.

Teaching Methods:

Lecture and Tutorial

Assessment:

Research Report 40%, Radio Promotion 40%, Class Presentation 20%

Content:

Major topics will include the marketing of a radio station to its clients and audience, the different approaches for selling radio air time and an analysis of the aims of station promotions. Themes to be explored will include positioning a radio station in a competitive media market, strategic planning, and the 22 immutable laws of marketing and their application to radio. There will be detailed study of audience research information gathering and analysis and diagnostic business analysis and advertising techniques.

Reading Materials:

Ayling, G, Rapid Response Advertising, Woods Lane Publishing, Sydney, 1998.
Dickey, L, The Franchise, NAB Broadcasters, 1994.
Drewniany & Jewler, Creative Strategy in Advertising, Wadsworth, 2001.
Johnson, T, Morning Radio (1 and 2), Books Just Books, 2001.
Kotler, P et al., Marketing in Australia, 4th edn, Prentice Hall, Sydney, 1998.
Lynch, J & Gillispie, G, Process and Practice of Radio Programming, University Press of America, 1997.
Mackay, H, Generations, Pan Macmillan, Sydney, 1997.
Ries, A, Focus, Harper Business, New York, 1997.
Ries, A & Trout, J, Marketing Warfare: The Strategy of Marketing, Harper Bus. NY 1993.
Ries, A & Trout, J, Positioning: The Battle for your Mind, Warner, NY, 1981.
Schulberg, B, Radio Advertising, NTC Business Books, Illinois, 1989.
Ries, A & Trout, J, The 22 Immutable Laws of Marketing, Harper Bus., NY 1993.
Warren, S, The Programming Operations Manual, Warren Consulting, 2000.