Basics of Media Planning (KSK_160)
About Study Course
Objective
To familiarise students with basics of media planning and its meaning in the efficiency of advertising campaigns. By listening to lectures and participating in seminar classes, as well as studying theoretical readings (the most important book texts are highlighted, as well as internet addresses are provided), students will familiarise themselves with the development of strategies and tactics of media communication; terms used in media planning; research of media audiences and possibilities of its effective use.
Prerequisites
None.
Learning outcomes
As a result of successful mastering of the study course students:
• Will tell about the nature of media planning of advertising campaigns, its modern development processes.
• Will characterise the place and role of media planning in successful operations of an organisation (institution, company).
• Will evaluate peculiarities of media planning depending on communication goals and tasks.
• Will use and analyse uses of media planning in multimedia communication.
• Will analyse and provide valuable recommendations on how to solve matters related to media planning more successfully.
As a result of successful mastering the study course students obtain:
• Skills to create media planning projects.
• Skills to analyse the quality of media and advertising.
• Skills to analyse efficiency of media and advertising.
• Skill to solve matters related to media planning and advertising.
• Skills to use course knowledge to promote competence and competitiveness on the labour market.
• Critical analytical skills in evaluation of media planning projects.
As a result of successful mastering the study course students obtain the following competences:
• Ability to evaluate the reality using available information for the creation of media planning projects.
• Responsibility for the quality of collected and provided information, value and compliance of sources of information.
• Critical attitude to the content, form and way of presentation of media planning projects of advertising campaigns.
• Self-critical attitude to the value of information included in media planning projects and compliance of the information provided to the target audience with its needs.
• Responsible, knowledge-based use of technologies in the process of creation of media planning projects.
Study course planning
| Study programme | Study semester | Program level | Study course category | Lecturers | Schedule |
|---|---|---|---|---|---|
| Multimedia Communication, MK | 4 | Bachelor’s | Limited choice |
