Master of Science in Communication Seminar Topics (529-0-2)

Topic

Digital Media Planning

Instructors

Yu Xu

Meeting Info

Frances Searle Building 2378: Sa 2:00PM - 5:00PM

Overview of class

This course focuses on the evolving media landscape and the adaptation of strategic communications to media technology and usage. The lectures will cover topics such as emerging media technologies, paid/owned/earned media, data-driven and data-informed media planning, programmatic and computational advertising, digital marketing and analytics, electronic word-of-mouth and customer reviews, and the business of audience and media measurement. The goal of the course is to provide students with fundamental knowledge and skills to design and evaluate evidence-based media strategies for different purposes.

Enrollment Requirements

Enrollment Requirements: Only students in the MSC Custom Leadership Program may enroll in this class.