ADV 385 Media Management

Media management seeks to teach students how to identify consumer behavior and tailor the specific media response in the most strategically effective way. This course introduces the theoretical concepts in media management and the practical applications to specific media strategies. The course teaches students to articulare the management decisions advertisers face in developing and executing media strategies. Students should learn how to articulate the strategic process of advertising management, to understand the factors influencing media management decisions, to strategically evaluate functioning advertising management strategies, and identify, formulate and defend advertising decisions grounded in media management issues.