Media Planning in the Digital Age

The course covers advanced managerial and analytical treatment of the media planning and decision process, including an introduction to the use of digital marketing communications channels. The course includes the role of media considerations in advertising, marketing, and business planning; media strategy (planning, buying, and research); and media effectiveness evaluation, information systems, computer models, and control systems. Recent developments and problems in digital media research are given special attention.

Fall, Spring, Summer

023056