Course Code: AMM 5007
Academic Year: 2020-2021
In this course, students will learn to use the latest computer software used by the advertising industry to evaluate media plans and purchases. They will learn to use IMS software to help determine sophisticated media planning and buying analyses as well as wide comprehensive data examination to support media decisions, including audience profiling, reach and frequency schedules and overall campaign analysis. Students will also learn to integrate PMB and BBM data into media planning and modelling simulations that replicate real advertising and media situations.