MKTG 4720 - Media Planning and Research

This course examines the media used in Integrated Marketing Communications (IMC). Students will learn media vocabulary and techniques of audience measurement and media scheduling and buying. Emphasis is placed on secondary data research and media sources to develop comprehensive media plans for solving marketing communications problems.

Prerequisites & Corequisites: Prerequisites: MKTG 3710 and MKTG 3740; Advertising and Promotion majors and minors only.

Credits: 3 hours