Campaign II: Planning and Management
Y50.1015
Credit:
Marketing, Advertising, and Public Relations
This course is taken in the same semester as Y50.1005, Campaign I: Strategy and Execution. Together, the two courses provide coordinated learning in how to develop strategy, plan, execute, and manage marketing campaigns. Campaign II focuses on media. As companies increasingly seek to integrate their messages across media channels, and as emerging media such as mobile, online video, and search compete with traditional media such as television, print, radio, direct mail, e-mail, and online for the attention of target customers, managers must make decisions about budget allocation relative to contact strategy and about media strategy relative to creative strategy. Students will learn how to plan and manage the media aspects of campaigns with specific regard to how to research the media behavior of target customers, how to evaluate multi-media and integrated-media campaigns, how to plan Campaigns - including strategy and the media math needed for planning, buying, and evaluating - how to buy media effectively, and how to evaluate campaign success. Each medium will be studied so that students understand its role in the media mix for Business to Consumer, Business to Business, and Consumer to Consumer campaigns, and how to determine when to integrate brand advertising with direct-response media, including digital. The course will cover how to plan recommendations, make decisions, and ensure that the media mix will be 'on strategy' with creative, on budget, on schedule, and have maximum impact in building brand awareness, and/or generating leads, and/or converting leads, and/or generating measurable sales, and/or creating viral and word-of-mouth ¿conversation¿ in social and other emerging media. Throughout the semester, students will have opportunities to apply the learning, and the course will culminate with each student developing a complete integrated-media plan.
To register for this course you must be an admitted student in an NYU credit or degree program or have special student status. Admitted NYU credit or degree students may visit NYUHome to register through ALBERT. To apply to an NYU-SCPS credit or degree program, call (212) 998-7100.
