Skip to main content

Media Strategy

IMC 490 (Elective)

Media Strategy explores how organizations design and allocate media advertising spending. Particular focus is given to the processes and procedures that facilitate media innovation and creativity.

A media brief for a new brand launch provided at the start of the course serves as the basis for weekly exercises in media decision-making. After reviewing the appropriate theory and research, you will assess media alternatives, decide what is best for the brand and present and discuss your choices in class. A final project will challenge you and your classmates to pull media decisions together into a cohesive recommendation.