Media Strategies and Planning

Course Code

AMM 5009

Academic Year

2016-2017

Students continue to apply the principles learned in other courses in the program by refining their ability to strategically analyze creative approaches to the challenges of media planning and buying while addressing client needs. Media planning concepts such as reach/frequency, continuity, and recency will be studied, analyzed and selected based on what strategy provides the best solution for the client keeping within budget guidelines. This capstone course (case study) includes a comprehensive media plan and pitch presentation.