MEDIA PLANNING AND BUYING (2 CREDITS)

Learning Outcomes:

On successful completion of this course, students will be able to: LO1 – Explain the concept of media planning process for branding purposes; LO2 – Explain media planning strategies which are consistent with branding purposes; LO3 – Discuss media planning and buying strategy which are consistent with branding purposes.

Topics:

1. The Changing Role of Media Planning;
2. Consumers and Brands;
3. Media Objective and Strategies;
4. From Consumers to Audiences;
5. Media Terms and Calculations;
6. Planning & Buying for Television;
7. Planning & Buying for Audio and Newspapers;
8. Planning & Buying for Magazine and Out-of-Home;
9. Planning & Buying for Digital Paid Media;
10. Planning & Buying for Own Media;
11. Planning & Buying for Earned Media;
12. Putting the Plan Together;
13. Evaluating and Measuring Plans & Buys.