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Oct 18, 2024
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MK 357 - Media Planning and the Customer JourneyCredits: 4
Focuses on how channels are used in marketing communications to connect audiences with messages. The tools of media research and audience analysis are explained to inform construction of media plans, as are the skills of buying and negotiation that guide implementation of plans. Introduces the concept of “customer journeys”; it is coming to be used by the large media firms created by marketing services holding companies to guide the integrated media plans they provide.
Prerequisite(s)/Corequisite(s): (MK 220 , MK 221 , and MK 222 ) or MP 210
Liberal Arts Perspective(s):
Foundations Requirement(s):
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