MKTG 245 - Display Media Strategy

5 CR

This class builds on ideas introduced in MKTG 102 and covers intermediate and advanced concepts of display media. Students will learn about ad networks, exchanges, programmatic media buying, takeovers, and native advertising. They will apply those skills to the larger digital framework and craft integrated marketing strategies.

Recommended: MKTG 102.
Course Outcomes

Implement a display media strategy, utilizing a media plan to outline purchases
Benchmark display media efforts to guide future strategies
Optimize current campaigns based on results, evolving the strategy to maximize your budget and deliver results
Integrate display media into a larger digital marketing plan
Collaborate with other students to develop an integrated marketing plan that incorporates display media
Create written and oral presentations for key stakeholders that demonstrate timeliness and attention to detail

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