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. 

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

2 sections

  • Spring 2023

    • Section

      001
    • Semester

      Spring 2023
    • Date

      Jan 16 - Mar 5
    • Day

      Self-Paced
    • Time

      Self-Paced
      • Online
    • Format

      Online
      • Online
    • Sessions

      N/A
    • Faculty

      Katz, Helen
    • Location

      Self-Paced
    • Section

      002
    • Semester

      Spring 2023
    • Date

      Mar 6 - Apr 21
    • Day

      Self-Paced
    • Time

      Self-Paced
      • Online
    • Format

      Online
      • Online
    • Sessions

      N/A
    • Faculty

      TBA
    • Location

      Self-Paced
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    • Section

      3
    • Semester

      Fall 2022
    • Date

      Sep 6 - Oct 18
    • Day

      Tuesday
    • Time

      7:00PM-8:00PM
      • Online
    • Format

      Online
      • Online
    • Sessions

      7
    • Faculty

      Katz, Helen
    • Location

      Instructor Led
    Tuition $2000
    • Section

      4
    • Semester

      Fall 2022
    • Date

      Oct 26 - Dec 14
    • Day

      Wednesday
    • Time

      7:00PM-8:00PM
      • Online
    • Format

      Online
      • Online
    • Sessions

      7
    • Faculty

      Katz, Helen
    • Location

      Instructor Led
    Tuition $2000