MCMEDI - Contemporary Media Strategy and Investment

Course Description

"In the 1900s, John Wanamaker coined the famous saying, Half the money I spend on advertising is wasted; the trouble is I don't know which half."" While some might argue that this still holds true, the world has changed and marketers are increasingly being held accountable for every penny in the marketing budget. Digitization has forever altered how consumers actively seek out and select which content they wish to consume, when they want it, on whichever screen they wish to use. Social media has not only changed whom consumers interact with, but also their expectations of engagement with content producers and brands. This course will examine how media strategy and investment have evolved in the digital age of big data. Students will develop a deeper understanding of basic media planning and buying concepts and understand how they continue to evolve in order to maximize impact most efficiently. They will also gain an understanding of the media strategy and investment process from the perspective of the marketer as well as from the agency specialist, across the four basic forms of communication video, display, audio, and text."