Digital Media Planning (547-0-1)

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.

Class Attributes

MSC Concentration: Strategic Communication