PRK 3663 Strategic media planning

PRK 3663 Strategic media planning

Course code: 
PRK 3663
Communication and Culture
Course coordinator: 
Mona Kristin Solvoll
Product category: 
Bachelor of Communication Management - Programme Course
2020 Spring
Active status: 
Teaching language: 
Course type: 
One semester

Media planning is the task of a media or communication agency. A media planner's job is to find the best combination of media platforms to achieve the communication objectives.

Learning outcomes - Knowledge

The students should gain a holistic understanding of strategic media planning that includes both PR and market communication perspectives.

  • Students will demonstrate analytical knowledge about the media landscape
  • Students will be able to compare and evaluate different media platforms (paid, owned and earned) and how these interact
  • Students should be able to describe and evaluate the qualitative and quantitative characteristics of media channels
  • Students will gain an understanding of how media works, their functions and how they can be used
  • Students will demonstrate in-depth knowledge of media consumption
Learning outcomes - Skills
  • Students will be able to define communication goals, target groups and media channels
  • Students will be able to report and explain choice of media channels
  • Students will be able to explain the role of different media platforms in a media plan
General Competence
  • Students will have demonstrated an attitude of respect for the law and for society
  • Appreciation of ethical behavior
  • Intellectual curiosity in terms of emerging technologies
Course content
  • Communication plan: Strategies and tactics
  • Integrated communication: PR and market communication
  • The five steps of media planning
  • Media use
  • Target groups
  • Goals and effects
  • Communication idea
  • Quantitative and qualitative characteristics of media channels
  • Insights
  • Evaluation and budgeting
Teaching and learning activities

The course will include both traditional lectures and group works.

Software tools
No specified computer-based tools are required.
Additional information

Gallup PC and IPSOS MMI.


Higher Education Entrance Qualification.

Required prerequisite knowledge

Kurset bygger på basis-kurs fra de første årene av bachelorstudiet.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
PRK 36631
Grading scale:
Grading rules:
Internal examiner with external supervisor
Examination every semester
100No1 Week(s)Group/Individual (1 - 3)
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Group/Individual (1-3)
Duration:1 Week(s)
Exam code: PRK 36631
Grading scale:ECTS
Resit:Examination every semester
Type of Assessment: 
Ordinary examination
Total weight: 
Student workload
Teaching on Campus
36 Hour(s)
Prepare for teaching
70 Hour(s)
Student's own work with learning resources
64 Hour(s)
30 Hour(s)
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.