Course Code: AMM 5008
Academic Year: 2020-2021
This course will complement AMM 5003 Media Management Planning, Costing and Buying: Traditional Media from the first semester as students will study the emergence and explosive growth of digital media over the past 10 years. Students will learn the role of new and emerging digital media channels and how to evaluate these new channels in order to develop both dedicated digital media plans and integrated media plans that use both traditional and new media. The course is designed to provide a fundamental understanding of the tools and techniques utilized in the use and implementation of each digital medium/channel.