Strategic Media Management

Communication 346

Introduction to the planning process for managing messages across a variety of media. Media planning and media selection in advertising and public relations, and how media are integrated with broader strategic communication campaigns.

Learning Outcomes

  • Understand the basic media terms, formulas and calculations
  • Identify basic problems related to media planning
  • Understand the decision process necessary to develop effective media plans.
  • Understand the role of media channels in a strategic communication campaign
  • Possess the practical knowledge of integrated media management in order to maximize the impact of a strategic communication campaign.

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