The Media Planning Simternship® + Courseware
Powerful tools to teach an effective, engaging course
The Media Planning Bundle helps you introduce students to the theory and applications of media planning in a hands-on, hassle-free way. The Media Planning Simternship helps your students develop professional skills, while the “Media Planning Essentials” courseware provides students with a solid foundation in the communication planning process, the consumer journey, understanding target audiences, types of media, and more.
The Stukent Media Planning Simternship
Power your media planning course with experiential learning
Hands-on Learning without Limits
The Media Planning Simternship goes beyond your average communication simulation, allowing your students to put the concepts you’re teaching them to work.
Four of nine rounds ask your students to allocate $2 million in ad spend budget across multiple channels, including print, streaming radio, linear and streaming TV, social, and digital. It’s a powerful way for students to apply classroom concepts to real-world contexts!
Analyzing
consumer data
Optimizing
target personas
Selecting
messaging drivers
Allocating
ad spend budget
Evaluating
campaign performance
Adjusting
ad spend
Key simulation learning objectives
Over the course of nine rounds, your students will . . .
- Analyze demographic and psychographic consumer data
- Identify the characteristics of a target persona
- Select successful messaging drivers to elicit a desired audience response
- Select successful strategic drivers during a target audience's consumer journey
- Assist a colleague in selecting their own messaging and strategic drivers
- Respond to questions from colleagues about media planning concepts
- Review sample allocation plans, analyze metrics, and select an allocation plan that best aligns with the target audience and messaging and strategic drivers
- Spend an advertising budget on optimal advertising media and vehicles based on a targeted allocation plan
Stukent Simternships
Employ Students
in Career-Relevant Learning
A Stukent Simternship® is a career-relevant, work-integrated learning experience that helps your students connect classroom concepts to real-world tasks.
In a Simternship, students become marketing managers, PR officers, entrepreneurs, SEO specialists, accountants, and more. They will interact with simulated supervisors and coworkers, perform realistic tasks, and build their confidence within the safety of a simulated environment.
Hands-on Learning without the Hassle
Stukent Simternships integrate with your favorite LMS platforms
Single Sign-on
Grade Book Syncing
Deep Linking
Rostering
PRACTICE, MEET PEDAGOGY
Pair Your Simternship With Stukent Courseware
Stukent courseware aligns with your Simternship, giving your students a solid foundation for success.
Stukent Courseware
Courseware that puts classroom concepts into professional contexts
Stukent courseware goes beyond the limitations of the printed textbook, pairing powerful instructional resources for you with an annually updated, concise text for students.
An Authoritative Text + Robust Instructional Resources
The “Media Planning Essentials” courseware
The “Media Planning Essentials” courseware helps you introduce students to the theory and applications of media planning. The text covers the communications planning process, the consumer journey, understanding target audiences, types of media, and more.
Packed with teaching tools and customizable resources, this courseware is a robust yet easy-to-implement media planning curriculum!
What’s Inside
Table of Contents
Introduces the art and science of media planning, from its evolution and integration of diverse media to essential skills for the media planning journey.
Explores the evolution of communications planning, focusing on problem-solving, identifying key prospects, selecting influential channels, timing strategies, and roles within communication planning.
Dives into audience targeting, from understanding audience language and data interpretation to measurement techniques and behavioral targeting.
Explores identifying the right media channels by classifying types, measuring audience size and strength, applying media planning theories, and ensuring value for investment.
Explores the best timing strategies by aligning moments of receptivity with consumer needs and integrating media for cohesive campaigns.
Examines the media’s role in marketing, from understanding brands and the 4 Ps to the evolved 4 Cs, the consumer decision journey, and how communications influence purchases.
Explores how to measure success by aligning objectives with KPIs and using attribution modeling to track effectiveness.
Explores data-driven strategies in the digital era, from the history of the internet and cookies to programmatic advertising, data types, and crafting strategies with algorithms.
Navigate social media’s “walled gardens” by exploring PESO, targeting strategies, platform uniqueness, and an effective social media strategy.
Introduces the essentials of video and streaming media, from understanding video types to exploring the video matrix and ad formats.
Introduces the fundamentals of search and display advertising, covering search engine marketing, digital display, and traditional display formats.
Explores the world of audio in media, from terrestrial and satellite radio to podcasting and the role of voice assistants.
Examines the unique aspects of mobile advertising, its impact on digital ad spend, micro-moments, video variations, scroll-stopping tactics, and influencer marketing.
Explores the integrated communications plan with insights from case studies featuring brands like Campbell’s, Vans, Marriott Bonvoy, Air Transat, and M&M’s.
Examines data privacy, ethics, and regulation in advertising, including transparency, the regulatory landscape, and the role of advertising in a free internet.
Key courseware learning objectives
In this courseware, your students will ...
- Make sense of the evolution of the new digital landscape and its impact on the consumer purchase decision journey
- Understand how communications planning differs from the traditional view of media planning
- Apply media theory to the quantification of audiences both through the analysis of traditional reach, frequency, and Gross Rating Points
- Create meaningful audience definitions to inform programmatic buying tools (DSPs, SSPs, and DMPs)
- Identify the various media measurement tools and select the appropriate tool to target audience analysis
- Explain how the various media touchpoints are bought and sold
- Create effective media strategies to reach a target audience
200+ Embedded Educator Resources
Everything You Need to Teach
Your Best Course
- 15 chapters
- 5 chapter worksheets and answer keys
- 15 auto-graded quizzes
- 15 lesson plans
- 15 lecture slide sets
- 2 exams
- 1 final project
About the Author
Beth Egan
Associate Professor of Marketing at the University of Dallas
Beth is an associate professor of advertising at Syracuse University’s S.I. Newhouse School of Public Communication. As a 25-year veteran of the advertising media industry, she has worked for leading media agencies such as MEC Global, MediaVest, and UM.
Beth led the strategic media planning for Coca-Cola, AT&T Mobility, Kraft/Nabisco, and L’Oreal Paris. She now leads the media planning curriculum for the advertising department at Syracuse University and teaches advertising strategy. Her research interests include native advertising, cross-media synergy effects, and the economics of media buying in the world of big data.
Skilled at providing strategic communications solutions built on sound business analytics, her solid understanding of the holistic business situation delivers creative, unique approaches to the marketplace. She chairs the scholarship committee of the Alliance for Women in Media, NYC and sits on the Alliance for Women in Media National Education Initiatives Committee. She holds a bachelor of science in advertising from Syracuse University and an MBA from Southern Methodist University.
One Platform. Hundreds of Resources. Unlimited Possibilities.
Additional resources for creating a great course
Always have the
latest edition
This courseware contains robust instructional resources for educators and students. Best of all, the Stukent team updates the courseware annually, which means your curriculum will always be on the cutting edge of your industry.
Support for you,
support for students
The Stukent Support Team helps students and educators get the most out of their Stukent experience. Whether you need help logging into your Stukent Simternship, navigating your courseware, or understanding simulation results, we’re here to help!
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