Post-Graduate Diploma in Management

Course Title
Integrated Media Planning
Course Description

This course is designed to familiarize the students with concepts, terminology, mathematical
calculations and various stages of the media planning process. The course will give an
overview on media planning, media buying, and other important aspects of media planning
discipline. It will also cover ‘New Media’ – Introduction to the Digital Landscape and the
increasing importance of engagement with consumers via branded content and activation.
The course will be conducted in an interactive and participative manner. Case studies and
group exercise will be encouraged to improve the understanding of the ongoing media
practices, the dynamism involved in the industry in general and specific institutions in
particular.

Learning Objectives:

At the end of the course, it is expected to…

1. Familiarize students with concepts, terminology, mathematical calculations and stages of
media planning process
2. Give an overview on media planning, media buying, and other important aspects of media
management discipline

Pedagogy:

The pedagogy will be a combination of class lectures and discussions, experience sharing,
real life examples, project work and analysis. Total of 16 sessions of 1 hour 15 minutes each
would be conducted. Concepts will be explained using real time cases, examples, videos,
mathematics, wherever applicable, so that students from any background are able to
comprehend the concepts easily.

Course Requirements:

a) Attendance and attention during the sessions is imperative in understanding the concepts
and their application in the industry.
b) Questions are invited so that the sessions become interactive.
c) Class participation will be based on the value added by the students to the class through
questions, statements, and comments.

Reference Text Book (available in the library)

1. Media Analysis Techniques by Arthur A Berger, 4th Ed. Sage Publications, 2012
2. Media Choice: A Theoretical and Empirical Overview by Tilo Hartmann, Routledge,
2009

1
Evaluation

Assessment will consist of class participation, assignments/presentations & term-end exam

in order to gauge the level of understanding of the students.

Components Assessment Weightage

Attendance Individual 20%

Term-End Exam Individual 40%

Assignment (s) Individual/Group 40%

   TOTAL 100%

Course Outline: Session / Topics of discussion

Session Topics of Discussion

1 Overview of the Business

2 Indian Media Landscape

3 Basic Concepts

4 Introduction to Media Research

5 Introduction to Media Research

6 Basics of Media Strategy

7 Basics of Media Strategy

8 Basics of Media Strategy

9 Media Mix & Vehicle Selection

10 Content Marketing & Media

11 Media Budgeting

2
 12 Media Marketing & Managing Media Brands

13 Writing a Media Brief/Final Group Presentations

14 Group Presentations

15 Group Presentations

16 Group Presentations & Final Written Assessment

Note: Additional sessions for introducing IRS, BARC and ComScore shall be scheduled along with the
16 sessions as stated above. Attendance for the additional sessions is compulsory for the course and
would be a part of evaluation component.