MKT (0212) 385 - Media Planning and Buying

Credits: 3.00

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.

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.