Feb 24, 2024  
2021-22 Catalog 
2021-22 Catalog [ARCHIVED CATALOG]

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MKTG 301 - Media Planning and Buying

5 CR

Media continues to be central to marketing efforts, even as there is a shift from paid impressions to owned and earned activity. Students will explore the roles of media buying and media planning, tackling hands-on projects and communicating the value of different media options to clients and internal partners.

Prerequisite(s): MKTG 234  with a C or better.

Course Outcomes
  • Construct a campaign media plan with strategic insights and recommendations
  • Determine the value of different media properties to fit the needs of a brand
  • Calculate the costs of various online and offline media placements
  • Justify and advocate an appropriate tracking and measurement approach for all media buys
  • Integrate media performance analysis to the larger brand measurement story

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