Why You'll Love Media Planning Essentials
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 – Introduction – How & Why this Textbook is a Unique Approach to Learning about Communications Planning
Chapter 2 – The Communications Planning Process
Chapter 3 – The Consumer Journey
Chapter 4 – Understanding Target Audiences
Chapter 5 – The Brief: Media’s Role in the Marketing Mix
Chapter 6 – Communications Plan Strategy: The Campaign Framework – Setting Campaign Objectives
Chapter 7 – Media Planning Basics: An Overview of the Underlying Media Theories and the Basic Terms and Calculations Necessary to Drive Efficient and Effective Connections Plans
Chapter 8 – The Types of Media – Online (or Traditional)
Chapter 9 – The Types of Media – Offline (or New/Emerging)
Chapter 10 – Communications Plan Strategy: Developing Communications Strategies
Chapter 11 – Communications Plan Strategy: Role of Communications
Chapter 12 – Communications Plan Strategy: Channel Selection
Chapter 13 – Creating an Integrated Connections Plan: Paid, Owned & Earned (Shared)
Chapter 14 – Touchpoint Impact by Task
Chapter 15 – Measurement & Metrics
Chapter 16 – Writing a Successful Connections Plan Recommendation
***Bonus*** – How to Stay Up-to-date on the Industry
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