Media Revenue Streams: Advertising and Consumer Marketing

In this course, students examine the multiple revenue streams magazine and digital media companies employ to grow a healthy brand. The first half of the course will examine how magazine media brands build their audiences and target new ones through consumer marketing and audience development programs. The class will cover tactics in executing successful 360°consumer marketing campaigns ¿ from ideation and execution to analysis and CRM. The second half of the course will explore how advertising, partnerships, sponsorships and other integrated campaigns build revenue and brand awareness. Students will explore the evolving business models for desktop, mobile and social, looking at both traditional advertising and branded content/native advertising. Understanding the tools and technologies used by marketers today will be an important part of the class curriculum throughout. Additionally, students will be challenged to uncover new models that both new and traditional media companies are experimenting with to attract larger audiences and diversify revenue.