Media Insight Strategy

(Elective Course)

Media Insight Strategy will immerse students in the study of media consumption as a means of uncovering Consumer Insight at the individual, community, and mass/cultural level.  The course will introduce students to contemporary theories and corresponding strategies related to identifying and valuing media audiences and how to reach/engage them across paid, owned, and earned media channels.  Media Insight and Strategy balances theory with practice: students will study the theoretical foundations for various approaches to media and message allocation, while also having an opportunity to apply various theoretical constructs to case analysis and a final project. Students will also gain exposure to the fields of Account Planning and Communications Planning where the course subject matter is most readily applied in the field.