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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