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Media & Strategy · Year 3 · 3 credit hours · 16 sessions

Research and Media Planning

This course covers the principles and practices of media research, planning, and buying. Students learn media terminology, GRPs, reach and frequency forecasting, scheduling, audience dynamics, negotiation, and media innovation. Emphasis is placed on using research tools and spreadsheets to plan effective advertising campaigns.

§ 01 By the end you can
  1. Understand media terminology, research tools, and audience measurement.
  2. Calculate GRPs, reach, frequency, and impression forecasts.
  3. Develop media plans using scheduling strategies and Excel-based analysis.
  4. Evaluate media buying processes, negotiation, and sales practices.
  5. Apply media theories, effectiveness principles, and innovations in campaign planning.
§ 02 Sixteen sessions

The whole semester.

  1. 01Introduction to Advertising & Communication Models
  2. 02Targeting Criteria and Audience Segmentation
  3. 03Media Terminology, GRPs, Reach & Optimal Frequency
  4. 04Media Research and Measurement Tools
  5. 05Understanding Audience Dynamics
  6. 06Steps in Media Planning and Strategy
  7. 07Ad Programs, Placement & Media Deliverables
  8. 08 · MidtermBest Practices for Impression Delivery
  9. 09Media Scheduling Techniques
  10. 10Excel-Based Media Calculations & Formula Generation
  11. 11Media Buying Fundamentals & Market Challenges
  12. 12Negotiation Techniques for Media Deals
  13. 13Media Sales Process & Vendor Roles
  14. 14Theories of Advertising & Media Effects
  15. 15Media Effectiveness, Future Trends & Innovations
  16. 16Final Presentation & Media Planning Project

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Students will develop a complete media plan for a chosen brand, demonstrating research, calculations, and scheduling strategy.

Deliverables

  1. A full media plan including GRP, reach, frequency, and impression forecasts.
  2. A final presentation summarizing insights, media strategy, and recommended buys.

How it’s judged

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