APPLIES TO ACADEMIC YEAR 2015/2016 Norwegian version

PRK 3663 Strategic media planning

Responsible for the course
Mona K Solvoll

Department
Department of Communication and Culture

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
Media planning is the task of a media agency or a communication agency. A media planner’s job is to find the best combination of media platforms to achieve the PR and market communication objectives.

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

Knowledge outcome
- 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 will synthesis and evaluate the qualitative and quantitative characteristics of media channels
- Students will understand how media works, their functions and role in media planning
- Students will demonstrate in-depth knowledge of media consumption

Skills outcome
- Students will be able to define communication goal, 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

Reflection
- Students will have demonstrated attitudes of respect for the law and society
- Appreciation of ethical behavior
- Intellectual curiosity in terms of emerging technologies

Prerequisites


Compulsory reading
Books:
Bonvik, Øystein. 2012. Få som fortjent : troverdig oppmerksomhet i kanaler du ikke kontrollerer. Fagbokforlaget. 1, 2 og 10
Larsen, Svein og Mona K. Solvoll. 2012. Medieplanlegging. Fagbokforlaget. 276 s

Collection of articles:
Mona Solvoll. 2015. Artikkelsamling i Strategisk medieplanlegging. Et utvalg artikler som dekker mobil som mediekanal, "content marketing" og "perfomance marketing" (søk). Oversikt over artikler vil bli lagt på Itslearning ved kursstart.

Recommended reading

Course outline
- 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

Computer-based tools
Gallup PC and IPSOS MMI.

Learning process and workload
The course will include both traditional lectures and group works.

A written hand-in product and an oral presentation. The students must hand-in a 5-6 pages long written analysis of a given subject. I the analysis the students must use minimum five sources (at least 1 book and 2 academic articles). In addition, the students will give a 7-9 minutes long presentation of the analysis for the class. The students can work on their own or in groups of max 3 students for the hand-in and the presentation.