ADV 4301: Advanced Media Planning

Course Description:

Media is by and large the most scientific, research guided function at advertising agencies. And, media buying and planning is becoming increasingly specialized within client organizations. Moreover, media relies on business marketing knowledge, mass communication understanding and interpretation of consumer behavior paired with individual media planning and buying fundamentals. Media planning and buying is not merely following a prescribed formula, rather creating a unique solution each and every time based on sound principals to reach measurable business objectives. That’s what we’ll learn in this course.

This is a course where we build solid media strategies grounded in primary and secondary consumer research and execute a media plan using the processes and tools found in the professional world. Further, we will gain an in-depth understanding of researching and planning for niche audiences. While addressed, this is not a promotions, events, social or digital media course (covered in ADV 4310); rather, this is a drilling down on the fundamental aspects of smart media planning in relation to clients’ marketing and communication goals in measurable, ROI generating environments. After all, upwards of 90% of all advertising dollars are spent in media.


Syllabus: ADV 4301

ADV 4310: Digital Advertising

Course Description:

Digital media is creating a revolution within the advertising environment creating multitudes of new media options to be integrated with traditional media in 360-degree campaigns. In this course, students will learn about the types and practices of digital advertising, including online and mobile advertising, social media marketing, SEO/SEM and viral/eWOM. Through lecture, discussion, and case studies, students will come to understand how digital advertising can be integrated into traditional communication campaigns, or used as a stand-alone campaign. Attention will be given to evaluating these forms of digital advertising, their role and uses, audience targeting, message design and creation, and evaluation. Students will put this knowledge to work in a team environment by conceptualizing, developing, and pitching a strategic digital media campaign to a client.

Syllabus: ADV 4310

MMC 6415: Strategic Communications Media

Course Description:

The purpose of this course is to provide students with an extensive background in designing media strategy for brands with particular interest in advertising media planning.  You will become acquainting with the practices, tools, and theory of media planning, media relations, and how they fit into the marketing process.  We will largely focus on how to connect with consumers via the mass media and emerging media.

Two overarching objectives will be pursued:

  1. The first section of the semester will focus on learning the principles and executions of media planning from start to finish. Assuming students have no background in media planning, this section will be an accelerated version of an advanced undergraduate course. Students will produce a complete, professional-level media plan, plansbook, and oral presentation as a deliverable.
  2. With a background in media planning, the next objective will be to look deeper at theory of media strategy to understand how people engage with media, and how they can be used to more effectively deliver impactful messages to different audiences.

Achieving these objectives will prepare students to not only work effectively in media strategy at agencies, but eventually be prepared to manage and lead those agencies.

Syllabus: MMC 6415

ADPR 3120: Advertising Media Planning

Course Description:

This course is designed to introduce students to the planning, execution, and control of advertising media programs. Emphasis is placed on characteristics of the media, buying and selling processes, and methods and techniques used in media planning. This course will be extremely helpful to students who would like to pursue advertising careers in agencies, media corporations, or in corporate marketing departments.

Syllabus: ADPR 312O Spring 2011


Introduction to Mass Media (2008-2009)

University of West Georgia

Course Description: This course was designed to educate students on historical and contemporary issues and trends in mass media with the intention of teaching students to consume media in a critical manner.  The course focused on the ins and outs of various media from a business, operational, cultural, and critical perpective.


Introduction to Print Media (Teaching Assistant) (2007-2008)

Grady College @ The  University of Georgia

Course Description:  The purpose of the course is to introduce students to key concepts of journalism and the First Amendment.  It focused on the relationship between journalism and society.  One outcome of the course was to make students more critical consumers of the media.  The course focused on current media controversies and events.  Through readings, videos, lectures and class assignments, students gained a greater understanding of issues involving journalism and society.  Students were challenged to develop their own position on issues and to defend them.

Syllabus: |PDF|



Introduction to Print Media (2008-2010)

Subject: Sex in Advertising

Presentation: Sex in Advertising

Advertising Campaigns Practicum (June 2010)

Subject: Media Management and Social Media Marketing/Measurement

Presentation: Media Industry Overview & Social Marketing of Media

Introduction to Telecommunications (October 2010)

Subject: Modified Media Micropayment Model ________________________________________________________________________________________


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