STRATEGIC MEDIA PLANNING

Prerequisites & course information

Requisites: JOURN 345 or graduate/professional standing Course Designation: Core GenEd - Communication & Literacy Level - Advanced L&S Credit - L&S Liberal Arts and Science Grad 50% - Counts toward 50% graduate coursework requirement Repeatable for Credit: No Last Taught: Spring 2025 Learning Outcomes: 1. Investigate contemporary media planning issues as well as current events and trends in the advertising and media industries. Audience: Both Grad & Undergrad 2. Evaluate methods for developing diverse, inclusive media plans. Audience: Both Grad & Undergrad 3. Express how advertising and the use of paid media are integrated into a company's overall marketing mix. Audience: Both Grad & Undergrad 4. Explain language/terminology and mathematical formulas related to media planning. Audience: Both Grad & Undergrad 5. Explore the benefits and drawbacks of advertising via different online and offline media channels. Audience: Both Grad & Undergrad 6. Interpret data from data sources used in media analysis, such as Simmons Market Research. Audience: Both Grad & Undergrad 7. Assess how marketing and advertising objectives relate to media objectives and strategies. Audience: Both Grad & Undergrad 8. Develop a complete media plan. Audience: Both Grad & Undergrad 9. Organize and present information to a client. Audience: Both Grad & Undergrad 10. Produce media plan strategies within sets of more sophisticated parameters. Audience: Graduate Learning Outcomes: 1. Investigate contemporary media planning issues as well as current events and trends in the advertising and media industries. Audience: Both Grad & Undergrad 2. Evaluate methods for developing diverse, inclusive media plans. Audience: Both Grad & Undergrad 3. Express how advertising and the use of paid media are integrated into a company's overall marketing mix. Audience: Both Grad & Undergrad 4. Explain language/terminology and mathematical formulas related to media planning. Audience: Both Grad & Undergrad 5. Explore the benefits and drawbacks of advertising via different online and offline media channels. Audience: Both Grad & Undergrad 6. Interpret data from data sources used in media analysis, such as Simmons Market Research. Audience: Both Grad & Undergrad 7. Assess how marketing and advertising objectives relate to media objectives and strategies. Audience: Both Grad & Undergrad 8. Develop a complete media plan. Audience: Both Grad & Undergrad 9. Organize and present information to a client. Audience: Both Grad & Undergrad 10. Produce media plan strategies within sets of more sophisticated parameters. Audience: Graduate