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Apr 27, 2024
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COMM 5830 - Media Planning Fundamentals
Students identify and create the key components of a media plan. Students develop an integrative media plan, drawing on both digital and traditional media. Students identify, prepare, critique, and assess comprehensive media plans in various professional contexts.
Requisites:
Credit Hours: 4
Repeat/Retake Information: May not be retaken.
Lecture/Lab Hours: 3.0 seminar
Grades: Eligible Grades: A-F,WP,WF,WN,FN,AU,I
Learning Outcomes:
- Students will be able to identify the phases of development in a comprehensive paid media plan.
- Students will be able to demonstrate understanding of the roles of media strategist and media planner in the context of a media agency.
- Students will be able to differentiate between the objectives and strategies used in advertising compared to media.
- Students will be able to delineate the strategies used when developing challenging media plans.
- Students will be able to define and apply the terms commonly used in the media profession, including industry jargon.
- Students will be able to demonstrate professional writing skills used in advertising, public relations and digital agencies.
- Students will be able to assess legal and ethical issues in media planning.
- Students will be able to apply analytic skills to set media budgets, assess media exposure levels, and critique buying options.
- Students will be able to develop a comprehensive media plan.
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