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Media Strategy

As the media and entertainment industry has evolved, so have strategies to reach an increasingly fragmented audience. In the Media Strategy specialization, you learn how to engage with consumers through media platforms across traditional and digital media.

Judy Franks
"IMC has revolutionized our understanding of how to best serve audiences across paid, owned and earned media. The Media Strategy specialization provides students with skills to leverage data to make strategic decisions that can position companies for growth and help marketers improve ROI."Judy Franks

Lecturer and 23-year veteran of Chicago’s leading ad agencies,

You study disciplines such as media planning and buying, and media technology to learn the latest approaches and newest technology to reach targeted audiences or niche markets. You use data to make informed decisions on how messages should be delivered to connect customers with the right content at the time and in the right place.

Students who have pursued the Media Strategy specialization have become channel planning managers, product and audience analysts, social media intelligence leaders and behavioral content associates for media organizations and companies.

Ideal for students interested in:

  • Media planning
  • Media strategy
  • Media technology

IMC alumni jobs related to this specialization:

  • Product analytics, audience insights, The New York Times
  • Channel planning manager, Media, AbbVie
  • Head of social media intelligence, FTI Consulting
  • Behavioral content associate, Morningstar

Required courses

Managing Integration

Media Economics and Technology

Elective courses

Entertainment Marketing and Analytics

Media Strategy