Location

Community Services & Continuing Education - Cairo

Objectives

• This course provides an overview of publishing and media from a business perspective with a particular focus on marketing. Business models in consumer media are examined using industry case studies. Digital and general marketing strategies are discussed, including branding and competitive positioning. Hands-on learning exercises and industry expertise are included.

Outcomes

- Students will be able to analyze individual media businesses and understand the economic drivers of the media economy. - Students will have gained a perspective on the evolution of media in the last 25 years and on key current trends.- Students will be able to develop an integrated marketing plan using a wide variety of media that will take a comprehensive approach to a marketing challenge.

Course Contents

• The role of advertising in a marketing plan strategy, what it can do and when it works best• Setting advertising objectives• Segmentation of markets, and positioning• Creative strategies and objectives – tactical vs. strategy oriented creative, copy and illustration elements, different styles of advertising creative• Advertising budgets – agency fees, mark-ups, creative production, media plan costing etc.• Advertising media and media planning• Direct and interactive advertising• Sales, promotions, packaging and branding• Agency-client relationships• Analytical skills useful in strategic planning and evaluation of advertisements•Social media