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
It’s Easy to Get Started
Request Free Instructor Access
A Stukent course consultant will verify you’re an instructor and send you an email to set up your account.
Take a Look at the Courseware
To make sure you don’t miss any features, we suggest you have a course consultant show you around the Edify platform.
Fill Out Order Form
A course consultant will help you fill out an order form when you’re ready to start using the courseware.
About The Author
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 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.
Hands-on Learning without the Hassle
Stukent Simternships integrate with your favorite LMS platforms
Single Sign-on
Grade Book Syncing
Deep Linking
Rostering
