Strategic Media Analysis – STCO 534

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020

Course Description

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

Prerequisites

None

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 Module/Week 1.

Class 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 Discussion Board in the Class Introductions area.

Discussion Board Forums (4)

Discussion boards are collaborative learning experiences. Therefore, the student will create a thread in response to the provided prompt for each forum. 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

The student will create a situation analysis including a SWOT breakdown for an assigned business or entity using a SWOT template. The student will then write a 4–6-page narrative to expand on the 4 SWOT areas explaining how these areas affect the business or entity's position in the marketplace.

Media Plan Assessment

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

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

The student will propose an advertising media plan for a business based on a video or internet product provided in Blackboard. 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

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.

Midterm Exam

This test will cover the Reading & Study material for the assigned modules/weeks. This test will be open-book/open-notes, contain 25 multiple-choice, true/false, and essay questions, and have a 2-hour time limit.

Comprehensive Exam

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