Int Media Partnership Strat

3 Credits · Level: Graduate

In today's fast-paced, always-changing media world, it's never been harder, or more important, to develop a strong, integrated brand strategy to get the right message to the right person at the right moment. In this class, students will learn how to develop and analyze media mix strategies including earned, owned, and paid marketing channels to effectively reach different audiences. You will learn the principles and practices of how different media channels can be strategically leveraged to achieve business outcomes. One channel that is gaining popularity again as part of modern-day marketing strategies is Partnerships. They can range from inexpensive to very costly initiatives and require a strategy in itself. This course will include a deep dive section on what types of partnerships are trending, how partnerships can support meeting business goals, and how to evaluate and negotiate a partnership proposal as part of an integrated plan. Major Topics - Owned, paid, and earned media channels - Goals and objectives - Customer journey - Partnership types - Partnership proposal - Media performance measurement