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Marketing Communications
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IMC Media Analysis

IMC 514

This course is offered in:

M.S. Integrated Marketing Communications

Top Three Course Takeaways

  1. Analyze the relation between marketing and media planning strategy.
  2. Evaluate paid, earned and owned media and the strategies to implement them into a comprehensive media plan.
  3. Take on the roll of a media planner and create an innovative media plan for a provided client.

Course Topics

  • Introduction to Media Planning and Buying
  • Critical Considerations Part 1 - Research at the Root: Sources, Measures and Math
  • Critical Considerations Part 2 - Theoretical Underpinnings, Exposure Effectiveness, Geographic Issues and Timing
  • Assembling the Plan: Problems, Tasks, Targeting, Objectives, Strategies and Tactics
  • Review of the Media – Part 1: Paid Media
  • Review of the Media – Part 2: Owned and Earned Media
  • Costs, Budgets and Buying and Looking Forward

WORKLOAD:   (8-10 hours per week)

This course explores the role of media analysis and planning in integrated marketing communications. Students review basic terminology, media math and how to allocate resources during media planning.

Course Learning Outcomes:

  • Analyze the relationship between advertising, media and the consumer.
  • Define target audience and determine media strategies for reaching that audience.
  • Translate marketing goals into media tasks and objectives during media planning.
  • Differentiate between the advantages and disadvantages of specific media categories and evaluate specific media options during the planning process.
  • Develop a media plan.

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