School Of Humanities And Communication ArtsAccount and Client ManagementWestern Sydney University Unit Code: 101941.3
Discipline: COMMUNICATION AND MEDIA STUDIES
Student Contribution Band: 4
Level: 2
Credit Points: 10
Assumed Knowledge
Knowledge gained from completion of Bachelor of Communication Year 1 Key Program units.
Equivalent Units
101058 - Writing for the Professions
Prerequisite
100706 Advertising: An Introduction OR 100212 Public Relations Theory and Practice
Unit Enrolment Restrictions
Successful completion of 80 credit points at Level 1.
About this Unit
All communication staff, whether strategy planners, account managers, art directors and copywriters, media planners and media buyers, have some level of responsibility for client management and need a keen understanding of how this affects bottom-line results. In this unit, students will learn the basic principles of account management and how to nurture and foster an environment of trust, respect and partnership. Students will examine best practice in dealing with external stakeholders: proactive behaviour, managing client expectations, understanding clients business objectives and the marketplace, acquiring skills to deal with other disciplines, and understanding success metrics such as cost per acquisition/retention, and brand awareness. Internal stakeholder management skills include preparing and managing meetings, writing WIPs (work in progress) and contact reports, and understanding the financial implications of their actions within the Agency such as retainers, timesheets and other business contexts.