PRK 3663 Strategic media planning
PRK 3663 Strategic media planning
Course code:
PRK 3663
Department:
Communication and Culture
Credits:
7.5
Course coordinator:
Mona Kristin Solvoll
Course name in Norwegian:
Strategisk medieplanlegging
Product category:
Bachelor
Portfolio:
Bachelor of Communication Management - Programme Course
Semester:
2020 Spring
Active status:
Active
Level of study:
Bachelor
Teaching language:
Norwegian
Course type:
One semester
Introduction
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.
Qualifications
Higher Education Entrance Qualification.
Required prerequisite knowledge
Kurset bygger på basis-kurs fra de første årene av bachelorstudiet.
Assessments
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Weight: 100 Grouping: 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:
100
Student workload
| Activity | Duration | Comment |
|---|---|---|
Teaching | 36 Hour(s) | |
Prepare for teaching | 70 Hour(s) | |
Student's own work with learning resources | 64 Hour(s) | |
Examination | 30 Hour(s) |
Sum workload:
200
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.