Strategic Media Analysis – STCO 534

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 02/11/2022

Course Description

Analysis of the use of sight and sound to affect audiences.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.

Rationale

Strategic communication and digital media students at the graduate level must understand how the media, the messages, and the distribution channels work together to touch audiences.  Analysis must be target- and data-driven to achieve maximum impact.  Implementing and understanding this analysis with emphasis on social, mobile, and interactive media is crucial for effective media use in the digital age.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Utilize the dynamics and analytics of media planning to assess and evaluate advertising media plans.
  2. Analyze an advertising media plan to determine strengths and weaknesses in the plan
  3. Develop effective media plans for a diversity of companies in the marketplace.

Course Assignment

Textbook reading, video and lecture presentations

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related Course Requirements Checklist found in the Course Overview.

Discussion: Introductions

The student will create a video based on the prompt in the course. The video must address all of the questions and must be uploaded to Class Introductions  in the Discussions area.

Discussions (4)

Discussions are collaborative learning experiences. Therefore, the student will create a thread in response to the provided prompt for each Discussion. Each thread must be at least 400 words, contain 4 references, and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be at least 200 words and contain at least 2 references. All references provided must support the points made.

Situation Analysis Assignment

The student will conduct a situation analysis including a SWOT breakdown using a SWOT template for a business based on a video or internet product provided in Module: Week 1 Announcements .

The student will also write a 4–6-page narrative to expand on the four SWOT areas explaining how these areas affect the business or entity's position in the marketplace. 

Quiz

This item will require you to choose an organization, business, performer or other institution where there is a media plan of some measure in place. The chosen organization, business, performer or other institution will be the entity on which you will conduct a media plan assessment.

Media Plan Assessment Assignment

The student will write an analysis of the media plan in use for a corporation, non-profit, performer/personality or brand that he or she chooses. The body of this paper will be 6–8 pages and must be in current APA format. The paper must include appropriate references related to the entity in addition to the course textbooks and the Bible.

Media Plan Assessment Presentation Assignment

The student will create a PowerPoint with audio or Prezi presentation with audio of the Media Plan Assessment assignment. If the student chooses to create a PowerPoint with voice narration, it must be 8–12 slides. If the student chooses to make a Prezi presentation with voice narration, the presentation must be 6–10 minutes.

Advertising Media Plan Assignment

The student will propose an advertising media plan for a business based on a video or internet product provided in Module: Week 5 Announcements. The body of this paper will be 6–8 pages and must be in current APA format. The paper must include appropriate references related to the entity in addition to the course textbooks and the Bible.

Advertising Media Plan Presentations Assignment

The student will create a PowerPoint with audio or Prezi presentation with audio of the Advertising Media Plan assignment. If the student chooses to create a PowerPoint with voice narration, it must be 8–12 slides. If the student chooses to make a Prezi presentation with voice narration, the presentation must be 6–10 minutes.

Quiz: Midterm

This quiz will cover the Learn material for the assigned material found in Module 1: Week 1- Module 4: Week 4. This quiz will be open-book/open-notes, contain 33 multiple-choice and true/false and have a 2-hour time limit.

Quiz: Final

This quiz will demonstrate the student’s understanding of the text and various assignments covered throughout the course. The quiz will be open-book/open-notes, contain 50 multiple-choice and true/false questions, and have a 2-hour time limit.