MKTG 245 Display Media Strategy • 5 Cr.
This class builds on ideas introduced in MKTG 102 and covers intermediate and advanced concepts of display media. Students will learn about ad networks, exchanges, programmatic media buying, takeovers, and native advertising. They will apply those skills to the larger digital framework and craft integrated marketing strategies. Recommended: MKTG 102.
After completing this class, students should be able to:
• Implement a display media strategy, utilizing a media plan to outline purchases • Benchmark display media efforts to guide future strategies • Optimize current campaigns based on results, evolving the strategy to maximize your budget and deliver results • Integrate display media into a larger digital marketing plan