|
Media Strategy and Planning |
|
MED STRAT PLAN |
| CLASS CODE: |
COMM 338 |
CREDITS:
3
|
| DIVISION: |
BUSINESS & COMMUNICATION |
| DEPARTMENT: |
COMMUNICATION |
| GENERAL EDUCATION: |
This course does not fulfill a General Education requirement. |
|
| DESCRIPTION: |
Discussion of media flowcharts, reach/frequency, and cost-per-thousand and cost-per-point. Students will analyze and solve complex marketing/media problems using spreadsheet software. Media planning principles and theory and practice in context of the marketing mix will be used toward development of market-based media plans. |
| TAUGHT: |
Winter, Summer, Fall |
| CONTENT AND TOPICS: |
Discussion of media flowcharts, reach/frequency, and cost-per-thousand and cost-per-point. Students will analyze and solve complex marketing/media problems using spreadsheet software. Media planning principles and theory and practice in context of the marketing mix will be used toward development of market-based media plans. |
| GOALS AND OBJECTIVES: |
Think critically and strategically about marketing communications problems. Discuss the use of media flowcharts, reach/frequency, and cost-per-thousand and cost-per-point. Analyze and solve complex marketing/media problems. Complete a market based media plan that involves media planning principles, theory, and practice in context of the marketing mix. |
| REQUIREMENTS: |
Tests, strategy evaluations, class discussions and critiques, oral evaluations, peer-reviews and peer discussions, writing evaluations, group presentations, readings, lectures, case studies, group work, modeling, research, group projects, and research. |
| PREREQUISITES: |
COMM 337 |
| OTHER: |
|
| EFFECTIVE DATE: |
January 2003 |
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