Material Detail

This tutorial introduces students to the different aspects of Media Planning, from the initial process through to the different stakeholders involved in the changing landscape of media and media agencies. The entire process is explained through the use of a real case study about the launch of a new car.  Basic data on the media sector and advertisers explain, in a graphical and dynamic perspective, how new technologies have changed the sector in recent years. The case includes exercises and videos with managers from the sector which help students understand the basic concepts in an interactive and practical manner.

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