Media Planning for Marketing Communication (KF_050)

As a result of successful completion of the study course, students: 1) Know the place of media in marketing communication and different media concepts, functions and roles of media in advertising and public relations. 2) Knows about the Consumer journey, its place and role in media strategy and tactics. 3) Knows how to distinguish marketing, communication, advertising and media goals and how to set them. 4) Knows the definition of the target audience. 5) Knows the main concepts, definitions, calculations and main formulas of media planning. 6) Able to describe the function of each type of media, knows media formats and how advertising is planned and bought in each media type and format. 7) Have knowledge of the media selection criteria and the main elements of the media plan. 8) Knows how and in what order to create a media strategy and plan. 9) Knows the current methods and results of media audience research, as well as the problems of modern media research and its impact on media planning. 10) Knows the methods of evaluating the media plan and its results.