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1. To address the complexity of issues related to the substantial changes in media management and planning, particularly regarding audience fragmentation, diversity of publics, the difficulty of achieving reach and impact, audience saturation, and resistance to conventional commercial communication. 2. To understand the procedures used by companies to manage their resources and investments in an optimal and profitable manner. 3. To acquire knowledge of analytical tools that facilitate the planner¿s work and to assess the accuracy of the tools currently available in the market.

The course ¿Media Planning¿ provides students with the essential knowledge to understand and apply media planning strategies and techniques in the field of advertising communication. Throughout the course, students will learn how to research and analyze audiences, develop media strategies, select the most appropriate media and advertising vehicles, and measure the effectiveness of advertising campaigns. Content ranges from an introduction to the basics of media planning to more specific topics such as new media convergence, television and print advertising, and evolving trends in the field. To acquire this knowledge, students will participate in practical and theoretical activities that include lectures by the professor, critical readings, and viewing of relevant audiovisual material. They will also work in groups and individually in the resolution of case studies, which will allow students to apply what they have learned in real situations and develop analytical and strategic skills in media planning. Class interaction through presentations and discussions will also be fundamental to consolidate learning and foster a deep understanding of the topics covered. 1. Introduction to media planning. 2. Key elements to media planning. 2.1. Audience research. 2.2. Media strategy. 3. Paid media. 3.1. Convergence and new media. 3.2. Television. 3.3. Printed media.

LEARNING ACTIVITIES Practical class Theoretical-practical class Group work Individual student work Exams and assessment tests TEACHING METHODOLOGY Lectures delivered by the professor with the support of digital and audiovisual media, in which the main concepts of the subject are developed and bibliographic references are provided to complement students learning. Critical reading of texts and viewing of audiovisual materials recommended by the course instructor, such as press articles, videos, advertising campaigns, reports, manuals, and/or academic papers, either for later discussion in class or to broaden and consolidate knowledge of the subject. Resolution of practical cases proposed by the professor on communication and advertising, carried out individually or in groups. Class presentations and discussions, moderated by the professor, on topics related to the content of the subject as well as on practical case studies. Preparation of assignments and reports, either individually or in groups.