JOUR3261

The objective of the course is to provide a basic understanding of the media strategy, planning, and selection process within the context of the broader marketing communications process. The course will cover paid, owned and earned media across advertising, digital (including social), and direct marketing disciplines. The media planning process incorporates subjective decision making after reviewing significant amounts of objective data. The development of recommendations with supporting rationale is the basis for the process. Students are introduced to this process focusing on the prioritization of strategies and media selection within a fixed budget. Marketing and media examples covering number industries to help students grasp theoretical concepts. The media selection process incorporates the demographic media consumption patterns of the American consumer. Students will also be exposed to the measurement methodologies for all major media. The course will cover the strengths and weaknesses of various media and how they are applied to accomplish marketing communication objectives. Students will garner hands on experience with data and planning resources.

prereq: [JOUR 3004 or 3004H], JOUR 3201, Strat Comm major

000940