Media shape our society, providing us with the information we need, the entertainment we crave, and the messages that surround us. Through the advertising planning and management concentration, you’ll learn to make, manage, and think about media in new and innovative ways to prepare you for a career focused on audience analysis, analytics, and media brand strategies.
Strategically shaping society
What you’ll learn
- learn how to understand your audience by using research tools and analysis techniques to uncover what makes them tick and how to reach them effectively
- get confident with campaign data, learning how to evaluate audience metrics and use those insights to shape smart, targeted advertising strategies within the structure of domestic and global advertising industry practices
- explore brand strategy, discovering how to manage and grow a brand’s identity while working directly on client-focused projects
- collaborate with creative teams, learning how to bring together visuals, messaging, and media planning into cohesive, results-driven campaigns
Faculty
Your professors will be both seasoned strategic experts from the advertising industry — including a former Saatchi & Saatchi executive and a freelance creative whose clients have included BMW, CVS, and SC Johnson — and internationally ranked researchers who examine effects and effectiveness of advertising messages.
Meet Media School facultyCareers
Whether you want to become a media strategist, account planner, or campaign manager, this concentration gives you the tools to lead with insight and impact.
Explore advertising careersStudent opportunities
From student organizations to university initiatives, there are ample opportunities for students to gain hands-on experience.