How do some of the world's most successful media companies and brands drive fundamental changes to the way they approach marketing? Educate yourself about the global (and local) developments of the constantly evolving media landscape and industry to understand how media platforms and brands must continuously‘adapt or die’. Services provided, the convenience and ubiquity of the mobile device has resulted in a shift from traditional to digital consumption with more internet users and an increased availability of data for marketers to use. Today’s media revolution is not just about technology or marketing, but about human insight and engagement. This is where social media opportunities shift marketing and communications plans to a different approach, predict consumers’ buying habits, and improve products and service(s).

Please note that the first and last sessions/days are mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours  (1 session)  is  permitted.

Classes include individual (70%) and group assignments (30%). Individual assignments are based on exercises and how active students are in the ongoing conversations and debates. Group assignments include an in-depth analysis of case studies, an oral presentation of recommendations / findings and a written report. Attendance and participation in class discussions are critical to success.

1. Final Paper / Case Study 40%

2. Individual Participation 20%

3. Group Presentations  40%