Apr 15, 2024  
2021-2022 Hill Book (Class of 2025) 
    
2021-2022 Hill Book (Class of 2025) [ARCHIVED HILL BOOK]

IMC 621 - Media Economics and Technology

Three Credits
This course is designed to familiarize students with the media industry and its business practices, operations, content and technology with an emphasis on the digitization of media channels and platforms. The course establishes an understanding of the basic economic principles that underlie media businesses and the markets through which audiences are aggregated for advertisers. Emphasis is placed on the roles of audience measurement and media technology in shaping the content of media and the capabilities of advertising and other brand communications to reach audiences. The course emphasizes how the ongoing convergence of media content and commercial messages is redefining the media business and the world of integrated marketing communications.

Prerequisite(s)/Restriction(s): Completion of a bachelor’s degree.
Course Applies to: M.A. in Integrated Marketing Communications