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Media Assessment and Tactical Planning

This course will cover how media are evaluated, planned and bought for marketing campaigns.  It will introduce the methodologies and approaches used in media planning (e.g. panel vs. census, syndicated media planning, programmatic buying, etc.). Students will learn to define media objectives vs. goals vs. strategies, and to connect media objectives to marketing and advertising objectives. This course will examine planning and measurement for television, including national (broadcast/cable), local, and syndication; satellite/cable; video on demand; streaming TV, and Digital Media. Planning for radio, print, and out of home will also be covered in this course.  Students will examine the types of owned media (e.g., sponsorship, content integration) versus earned media (e.g., word of mouth, influencers), trends in media consumption and how each type is planned, utilized, and measured. 
There are 7 live remote 60-minute sessions.  Students must attend 4 of the 7 sessions. In the Summer 2024 academic semester, this course's live sessions will be held on Mondays from 7PM-8PM.

More details

You'll Walk Away with

  • The ability to develop media objectives for a plan including reach, frequency, click through rates, time on site, conversion, view through, and other KPIs
  • The ability to evaluate the impact of paid, owned, and earned media, individually and collectively
  • The ability to develop the elements of a media plan for an assigned brand
  • The ability to evaluate the success of a media plan

1 section

  • Summer 2024

    • Section

    • Semester

      Summer 2024
    • Date

      Jun 17 - Aug 4
    • Day

    • Time

      • Online
    • Format

      • Online
    • Sessions

    • Faculty

      Katz, Helen
    • Location