Prerequisite(s): STCM 381. Restriction(s): Advertising BA majors only. This course introduces you to basic concepts, strategies, tactics and procedures of media planning. You will learn how to evaluate and decide where and when to buy and place advertisements to achieve your marketing, advertising and media objectives. We will also consider the challenges strategic communicators face in today’s highly niched media market and increased consumer control. The focus of the course will be on building a strategic approach to ensuring content is placed in the most relevant outlet, platform, publication, etc. The interaction between placement and consumer action will be considered with an emphasis on activating consumers through strategic media placement.