Media Investment Strategies

Catalog description

Media Investment Strategies will examine today’s complex media buying marketplace to learn how brands leverage paid media to add value along the entire consumer journey. Students will gain an understanding about media buying strategies, how they are developed and approved. The course will explore how media buys are created, negotiated, activated and reconciled as well asidentify how large media companies bundle their assets to create powerful programs to create real value for brands, customers/retail partners, and consumers. Students will discover how to generate creative ways to align brand value through media investments and generate a return on assets.