Media Planning for Marketing Communications Campaigns

DESCRIPTION:
Advanced level of modern advertising strategy and practices. Impact of advertising on consumers. Analysis of media planning, selection and evaluation.

RATIONALE: 
This media planning course is designed to facilitate a deeper understanding of media strategy development of the campaign. Moreover, students are given the opportunity to develop a complete and realistic media plan. This module further enables students to see the strong link between marketing and media planning as a tool of implementing marketing communications objectives.

LEARNING OUTCOMES: 
As a result of taking this course, the student should be able to:
1. Critically evaluate the theories and principles underlying media planning strategy and tactics.
2. Apply relevant theories and models for the development of a media strategy-driven plan that includes advanced media planning tactics.
3. Interpret, analyze and solve structured and unstructured media problems.

METHOD OF TEACHING AND LEARNING: 
In congruence with the teaching and learning strategy of the college, the following tools are used:
- Class lectures complemented with audiovisuals aids and discussions of cases that stress advertising 
strategy.
- In-class practical exercises and group activities to: illustrate advertising research techniques, improve management of the creative process and enhance quantitative analytic techniques.
- Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material, case studies or team project.
- Use of a Blackboard learning platform, where instructors post lecture notes, assignment instructions, timely announcement as well as additional resources.