Media Marketing and Branding

In this course students examine how media executives market publishing brands in the digital age, and in light of a highly disrupted and rapidly changing consumer marketplace. This course will explore strategies leveraged by media brands to exploit new channels, find new audiences, and maximize product/brand extensions. Marketing will cover several key areas including advertising and sponsorships; audience growth and development; consumer marketing and subscriptions. Through the study and exploration of the value of consumer insights, branded content, video and audio, events, and customer engagement, students will learn how magazine brands remain relevant and the role brand extensions play in the marketing of the core product. The goal of this class is to provide students with practical, real-world strategies on how brands can reinvent themselves; and ultimately how savvy media marketers are leveraging integrated tactics to engage new audiences and drive new sources of revenue. At the conclusion of the course, students are expected to have detailed, realistic action plans for maximizing brand media transformations.