COMMS 372

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Marketing Media Planning and Strategy

Communications College of Fine Arts and Communications

Course Description

Media planning, theory, and practice in context of the marketing mix. Application of computer-based models as aids to media decisions. Writing of marketing- based media plans. Case study approach to both print and broadcast media.

When Taught

Fall

Credit Hours

Min

Fixed

Lecture Hours

Fixed

Lab Hours

Fixed

Other Prerequisites

Major status.

Note

NOTE: Concurrent enrollment available by petition only if Comms 330 was taken in Fall semester. NOTE: Students are expected to attend the first day of class. Failure to do so may adversely affect grades.

Learning Outcomes

Title

Buying & Planning Strategy

Learning Outcome

Students will learn to communicate effectively with their audiences through the understanding and application of media buying and planning strategy.

Title

Teamwork

Learning Outcome

Students will act professionally by working in media teams, presenting their media campaigns, and exhibiting literacy in the language of media planning and buying.

Title

Theory

Learning Outcome

Students will be scholars of the mass communication process by understanding media concepts, advertising theory, current trends in media use, and the use of media industry databases.

Title

Ethics & Diversity

Learning Outcome

Students will apply Gospel-centered values as they learn to create and develop media strategy that is ethical and reflects a sensitivity to diversity.