Television Marketing and Advertising


Units: 6

Description: Course Description: This course is designed to provide a comprehensive look at one of the most powerful mediums in existence today: Advertising & Marketing on broadcast and cable television. Focus will be given to the marketing of television shows and networks. How digital technology is changing the television landscape for businesses, viewers and marketers. The history of advertising on television and what the future of the industry might be will also be addressed. The class will encompass both the marketing of television to the viewer and how advertisers are finding new ways to use television to reach viewers.

Learning Outcomes: Course Objectives: • To analyze and understand the role of marketing in the dynamic TV landscape, examining past and current TV business models as well as forecasting future models • To understand different television distribution systems, including broadcast networks, affiliates, cable networks, SVOD and MVPDs • To understand brand strategy and the impact and importance of brands on media • To understand audience segmentation and targeting – who’s watching, why are they watching, where are they watching and how can marketing influence viewer behavior • To understand the different marketing disciplines (creative, media, affiliate/distribution, digital/social, promotions and partnerships) • To understand how to translate Marketing Strategy into executable, targeted tactics that together create a holistic marketing plan

Syllabus: LA_93-876_TV_Marketing__Advertising_Syllabus_F18.pdf