Integrated Media Planning

Catalog description

Integrated Media Planning will explore how the rapidly changing media landscape affects marketing communications and effectiveness. Students will gain an understanding of how media strategies and plans are created and their role within the overall advertising/marketing mix. The course will cover the elements of media strategy (and how they relate to other promotional and integrated communications strategies), media planning/buying terminology, the role of media - individually and in combination - in communicating brand messages, and trends affecting the impact of media and marketing results.