Course Code: AMM 5009
Academic Year: 2025-2026
Students continue to apply the principles learned in other courses in the program by refining their ability to strategically analyze creative approaches to the challenges of media planning and buying while addressing client needs. Media planning concepts, such as reach/frequency, continuity and recency, will be studied, analyzed and selected based on what strategy provides the best solution for the client while keeping within budget guidelines. This capstone course (case study) includes a comprehensive media plan and pitch presentation.