Media Foundations

(Elective Course)

Media Foundations is designed to help students demystify the current turmoil in the media world by providing the necessary history and context that helps to explain where we are today and where we may be headed. This course will equip students with theories and frameworks that can give them the confidence to make bold decisions and defend their strategies. The course uses a diversity of learning techniques: from self-reflection, to collaborative quizzes, to group debates of issues for which there is no right/wrong answer and also a critique of contemporary media cases. The course will help students gain a better understanding of the evolving media landscape, the role of marketers in shaping the media economy, new digital media marketplaces and how the IMC process can help marketers make sound media allocation decisions using technology and Big Data.