Media Strategy and Tactics (AIMC 376)

• College: College of Business
• Department: Marketing
• Credit Hours: 3
• This course has a lecture with 3 hours.

A detailed examination of the process of developing IMC media strategy and the building and execution of an IMC media program. Emphasis is placed on understanding the functional relationships affecting and within advertising media planning and the emergence of an effective media program from this planning activity. Project assignments focus on using and understanding advertising media concepts, research data and on structuring advertising media plans. Prerequisites: AIMC 334. Typically Offered Spring only.