Veidlapa Nr. M-3 (8)
Study Course Description
Media Planning for Marketing Communication
Course Code
KF_050
Branch of Science
Communication Theory; Media and communications
ECTS
3.00
Target Audience
Information and Communication Science
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Ruta Siliņa
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
Provide an overview of the basics of media planning needed to make informed decisions in marketing communication planning and implementation.
Preliminary Knowledge
General understanding of the communication process and its organization.
Learning Outcomes
Knowledge
1.As a result of successful completion of the study course, students: 1) Know the place of media in marketing communication and different media concepts, functions and roles of media in advertising and public relations. 2) Knows about the Consumer journey, its place and role in media strategy and tactics. 3) Knows how to distinguish marketing, communication, advertising and media goals and how to set them. 4) Knows the definition of the target audience. 5) Knows the main concepts, definitions, calculations and main formulas of media planning. 6) Able to describe the function of each type of media, knows media formats and how advertising is planned and bought in each media type and format. 7) Have knowledge of the media selection criteria and the main elements of the media plan. 8) Knows how and in what order to create a media strategy and plan. 9) Knows the current methods and results of media audience research, as well as the problems of modern media research and its impact on media planning. 10) Knows the methods of evaluating the media plan and its results.
Skills
1.As a result of successfully completing the study course, students acquire: 1) The ability to select and critically analyze the information necessary for creating a media plan. 2) Ability to set media goals. 3) Skills to analyze and interpret media audience research and define target groups. 4) Ability to orientate in media concepts, formulas and apply them in drawing up and evaluating plans. 5) The ability to compare the advantages of media types and the suitability of media for the media plan. 6) Ability to prepare a media plan and its alternatives. 7) Ability to analyze and evaluate the effectiveness of media plans.
Competences
1.As a result of successful completion of the study course, students acquire the following competencies: 1) Independently select and analyze the information necessary for creating a media strategy and plan. 2) Able to create a media plan and its alternatives according to the client's task and competitive conditions in the media market. 3) Able to analyze and compare the activities of the client's competitors. 4) Evaluates and determines the compatibility of media goals with other goals. 5) evaluates the results of media plans, draws conclusions that are important for creating future plans. 6) Understands the main indicators of the media market, trends and their impact on media planning. 7) Able to argue and discuss media planning issues.
Assessment
Individual work
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Title
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% from total grade
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Grade
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1.
Individual work |
-
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-
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As part of the course, the student reads recommended literature - books, research and professional literature, watches video and audio materials, as well as participates in lectures and seminars.
In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal.
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Examination
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Examination |
-
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10 points
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#2. Description - the student prepares a written summary and presents it in the seminar. 1. Characteristics of the various forms of television. 2. A comparison of the advantages and disadvantages of television from an advertiser's perspective. 3. Planning and purchasing of various forms of television. 4. Radio planning and purchase, advantages of radio. Press planning and purchasing, press benefits. Environmental media planning and buying, advantages of environmental media. 5. Characterization of the diversity of digital media. 6. Planning and buying various forms of digital media. 7. Comparison of advantages and disadvantages of digital media. 8. Characteristics and forms of the various Owned channels. 9. Characterization of the advantages and disadvantages of owned media channels. 10. Effectiveness of influencer marketing. 11. Why product brands should build their own platforms. |
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2.
Examination |
-
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10 points
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#1. Description - the student prepares a written summary and presents it in the seminar. 1. Describing the place of advertising and public relations in marketing communication and the resulting differences in the roles of advertising and public relations media plans. 2. Characteristics of the consumer journey and its stages. Characteristics, key differences and examples of The Smooth Journey Model and The Sticky Journey Model. 3. Modern media classification Paid, Earned, Owned. Describing each category and the media included in it and their function in the communication of the advertising message. 4. Advantages and disadvantages of owned media. 5. Advantages and disadvantages of earned media. 6. Distinction between marketing, communication, advertising and media goals. Setting up media targets. 7. Defining and defining target audiences using research results. 8. Characterization of the main concepts in media planning – rating, GRP, TRP, audience overlap, Reach, frequency. 9. Effective frequency, exposure distribution. Frequency planning. 10. Cost calculations, their application and importance. CPT (or CPM), CPP, Gross and Net prices. |
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3.
Examination |
-
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10 points
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#4. Description – a lesson on evaluating a media plan and purchases in practice. Topics: Evaluating and calculating media plans and buys. Analysis before the plan. After the campaign (Post-Buy) analysis. Results of consumer research |
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4.
Examination |
-
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10 points
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#3. Description – a lesson in preparing a practical media plan. Stages and sequence of media plan preparation. Media strategies. Creating a media mix. Preparation of the plan. |
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5.
Examination |
-
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10 points
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Seminar papers - summaries; group works - media planning for marketing communication project development and presentations; independent studies and activity in the exchange of information and knowledge in classes; exam. |
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Study Course Theme Plan
FULL-TIME
Part 1
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Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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An introduction to media from different points of view
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Media goals and strategies
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
|
Study room
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2
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Topics
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Media goals and strategies
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Consumers and audiences
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Study room
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2
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Topics
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Consumers and audiences
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Media concepts, terms and calculations
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Planning and buying television
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Study room
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2
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Topics
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Planning and buying television
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Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Radio (audio), press and environmental media planning and buying
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
|
Auditorium
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2
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Topics
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Digital media planning and buying
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
|
Study room
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2
|
Topics
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Digital media planning and buying
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Not just planning and buying
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Creating a plan
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Evaluation and calculations of media plans and buys. Contemporary research issues. Research sources. Organizations
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
|
Study room
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2
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Topics
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Evaluation and calculations of media plans and buys. Contemporary research issues. Research sources. Organizations
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Total ECTS (Creditpoints):
3.00
Contact hours:
30 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
An introduction to media from different points of view
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Media goals and strategies
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumers and audiences
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Media concepts, terms and calculations
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Planning and buying television
|
|
Radio (audio), press and environmental media planning and buying
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital media planning and buying
|
|
Not just planning and buying
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creating a plan
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Evaluation and calculations of media plans and buys. Contemporary research issues. Research sources. Organizations
|
Total ECTS (Creditpoints):
3.00
Contact hours:
16 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Sandra Moriarty, Nancy Mit5chell, Charles Wood, William Wells. Advertising & IMC. Pearson Education Limited, 2019.Suitable for English stream
2.
Byron Sharp. How brads grow what marketers don’t know. Oxford University Press, 2010, reprinted in 2019.Suitable for English stream
3.
Jenni Romaniuk, Byron Sharp. How brands grow Part 2. Oxford University Press, 2016.Suitable for English stream
4.
Zinātniskās darbības metodoloģija: starpdisciplināra perspektīva. K. Mārtinsones un A. Piperes zinātniskajā redakcijā. RSU, 2021.
5.
Helen Latz. The Media Handbook. A Complete Guide to Advertising Media Selection, Planning, Research and Buying. 8th Edition. Routledge Communication series, 2022.Suitable for English stream
6.
Jack Z. Sissors and Roger B. Baron. Advertising Media Planning. McGraw-Hill eBooks, 7th EditionSuitable for English stream
7.
Globālo mārketinga komunikācijas aģentūru karte
8.
Kā nereklamēšanās ietekmē zīmolu pārdošanas rezultātus
Additional Reading
1.
Mediju plānošana un dati (I)
2.
Mediju plānošana un dati (II)
3.
Mediju plānošana un dati (III)
4.
Mediju pētniecība (I)
5.
Mediju pētniecība (II)
6.
Mediju pētniecība (III)
7.
Mediju pētniecība (IV)
8.
Mediju pētniecība (V)
9.
Pētniecības aktualitātes (I)
10.
Pētniecības aktualitātes (II)
Other Information Sources
1.
Profesionālās organizācijas (I)
2.
Profesionālās organizācijas (II)
3.
Profesionālās organizācijas (III)
4.
Profesionālās organizācijas (IV)
5.
Profesionālās organizācijas (V)
6.
Latvijas Reklāmas tirgus dati