This course is designed to create a bridge between traditional media planning-buying-sales and new media planning-buying-sales.
The similarities and differences between these two worlds are examined, bringing forward all the traditional concepts that still seem to apply in the digital realm - traditional media, direct-mail, personal sales, and catalog business concepts - leaving behind those that do not apply.
Essentially, the course examines all the facets that are included in the current definition of a career in media.
Currently, the Internet is a large focal point of this course because it is the leading digital medium. However, this is not intended to be an Internet course. Rather, it is designed to include all emerging digital media and to eventually accommodate a large number of alternative digital media venues; including embedded systems, digital telecommunications, digital TV, satellite communications, and the wide variety of digital tools yet to come.
By completing this course, students will understand communications within a digital realm, know the terminology and tools, become familiar with technological capabilities, appropriately evaluate digital media options, and successfully integrate digital media into a larger media context. Students will also gain invaluable experience in creating a new type of media plan that incorporates digital media with traditional media channels.