Strategic Media Analysis – STCO 534

Course Description

The strategic media analyst utilizes the situation analysis to determine the strengths, weaknesses, opportunities, and threats facing a client, a company, or a product. In this course, students will employ a situation analysis or SWOT to assess an existing media plan, to propose improvements to an existing advertising plan, and to prepare presentations to deliver findings to a client.

Rationale

Each strategic communication and digital media student 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.

Course Assignment

Textbook readings 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

The student will complete 1 Discussion: Introduction in this course. The student will post one video introducing himself or herself to the class. The student must then post 2 replies on other classmates' videos. No sources required for this discussion.

Discussions (2)

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 3 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 Canvas 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. 

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

This item will require the student 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 the student will conduct a media plan assessment.

Quiz: Midterm

This quiz will cover the Learn material for the assigned Modules: Weeks. This quiz will be open-book/open-notes, contain 16 multiple-choice, matching and true/false questions, 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 20 multiple-choice and true/false questions, and have a 90 minute time limit.