Strategic Media Planning

Catalog description

In this course, students develop familiarity with the basics of advertising and promotion; learn media characteristics, and how to use secondary and primary data to inform media strategy and selection. After obtaining this foundational knowledge, students are be assigned to a team which will conduct in-depth research on market environments and develop a comprehensive media plan and campaign for a client of Publicis, one of the largest marketing agencies in the world. Prerequisite: MKTG 311 or MGMT 506.