Tracy Adams
This course will cover how media are evaluated, planned and bought for marketing campaigns. It will introduce the methodologies and approaches used in media planning (e.g. panel vs. census, syndicated media planning, programmatic buying, etc.). Students will learn to define media objectives vs. goals vs. strategies, and to connect media objectives to marketing and advertising objectives. This course will examine planning and measurement for television, including national (broadcast/cable), local, and syndication; satellite/cable; video on demand; streaming TV, and Digital Media. Planning for radio, print, and out of home will also be covered in this course. Students will examine the types of owned media (e.g., sponsorship, content integration) versus earned media (e.g., word of mouth, influencers), trends in media consumption and how each type is planned, utilized, and measured.
There are 7 live remote 60-minute sessions. Students must attend 4 of the 7 sessions. In the Fall 2024 academic semester, this course's live sessions will be held on Mondays from 7 - 8PM.