Media Planning Essentials

The Ultimate Media Planning Curriculum

Media Planning Courseware Designed to Bridge the Gap Between Academia and Industry

Why You'll Love Media Planning Essentials

Relevant Content

Take your students behind the scenes and help them learn the “how” and “why” of messaging placement in order to create the most effective, engaging communications campaigns across a variety of media platforms. Students will apply media theory, create strategies, and identify appropriate media measurement tools to enhance the success of their media plans.

Teaching Tools Included

You get courseware packed with customizable, up-to-date resources, including weekly lesson plans, real-world case studies and projects, chapter quizzes, Expert Session video lectures, a syllabus, and class schedule.

Table of Contents

Chapter 1 – The Art and Science of Media Planning

Chapter 2 – The Evolution of Communications Planning

Chapter 3 – Finding the Right People

Chapter 4 – Finding the Right Place

Chapter 5 – Discovering the Right Time

Chapter 6 – Media’s Role in the Marketing Mix

Chapter 7 – Measuring What Works

Chapter 8 – Data-Driven Strategies in a Digital Era

Chapter 9 – Social Media and the Walled Garden

Chapter 10 – Video and Streaming Media

Chapter 11 – Search and Display

Chapter 12 – Audio and Podcasting

Chapter 13 – The Role of Mobile

Chapter 14 – Crafting an Integrated Communications Plan

Chapter 15 – Data Privacy, Ethics, and Regulation

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About The Author

Beth Egan

Beth Egan

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. 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 off of 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.

Beth Egan

Beth Egan

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. 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 off of 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.

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