Course

Course Summary
Credit Type:
Course
ACE ID:
PDVI-0001
Organization:
Professional Development Institute
Location:
Classroom-based
Length:
One 12-hour weekend per month for 4 months (48 hours)
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Upper-Division Baccalaureate 3 Advertising Media Planning
Description

Objective:

The course objective is to give students a foundation in advertising media planning / buying in the digital age. The four-session course includes traditional, non-traditional, alternative, and marketing services. The integrated media content is based upon real-world applications. Guest speakers provide professional media perspective. Students work in groups to develop a written independent media campaign and orally present to the class in session four.

Learning Outcomes:

  • Demonstrate and present media strategies, tactics and a media flowchart in a creative group project
  • Interpret ethical standards in advertising
  • Demonstrate an understanding of media math (ratings, shares, CPP, net/gross rates and projections)
  • Demonstrate time management skills through a group project
  • Demonstrate media cost efficiencies and presentation skills through a group project
  • Define media and marketing terms and concepts

General Topics:

  • Understanding media and marketing terms and concepts
  • Demonstrating utility of various media strategies and tactics including traditional media, digital media and alternative media channels
  • Interpreting ethical standards in advertising
  • Learning media math (ratings, shares, CPP, net/gross rates and projections)
  • Demonstrating media cost efficiencies
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials
  • Case Studies
  • Discussion
  • Learner Presentations
  • Lectures
  • Practical Exercises

Methods of Assessment:

  • Case Studies
  • Examinations
  • Presentations
  • Quizzes

Minimum Passing Score:

70%
Supplemental Materials