Spring 2021 Update 
    
    Mar 28, 2024  
Spring 2021 Update [ARCHIVED CATALOG]

MKT (0212) 385 - Media Planning and Buying


Credits: 3.00

Students will learn the insider’s view of the media industry, learn and practice media planning skills using an online computer simulation, preparing case studies, and visiting with media executives at Bloomberg. The course culminates with a media plan challenge where student teams present their plans to Bloomberg executives.

Prerequisite 1: MKT 380  and MGT 262  
Free Note: For juniors and seniors only with a GPA of 3.0 or higher. Three trips to NYC required.

 

Course Learning Goals: Students will learn the following: 

• The role of media in supporting a brand’s marketing objectives 

• The relationship between message creation and media selection 

• Basic media planning terminology, concepts, and calculations 

• The roles of paid, earned, and owned media in message dissemination 

• How to use syndicated research to make evidence-based media decisions

• How to create and justify a media plan including how to choose the right combination of media to meet the campaign objectives

In addition, students will gain real-world knowledge about integrated marketing communications in a professional setting.