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Art or Science? The Challenge of Teaching Media Planning in 2019
Abstract
It is increasingly difficult to teach media planning for strategic communications today. Complex and targeted data analytics challenge the very need for media strategy methodologies and approaches. At the same time, the term “media" – particularly for Gen Z and Gen Y students – has a variety of meanings thus complicating the context for shared discourse and learning in the classroom. This panel offers perspectives on recent media research relevant to the academy, for both practitioners and researchers. It also offers learning from the classroom where students and professors are engaged in critical conversations about what media is and means today. Discussion includes: What are the best approaches to help students understand and develop media audiences in 2019? How much hands-on experience do students need in the classroom? How do the changes in media impact our theoretical knowledge? How do we get students to think beyond digital and social media?What does the field and the industry need from media researchers in the academy today? How can we as media researchers and teachers better prepare students for careers in the “real world”? How much do we need to teach and study strategic communications in an increasingly automated, data-driven advertising media world?
First & Corresponding Author
Janet Rose, University of Kansas
Authors in the order to be printed.
Helen Katz, Publicis Groupe & De Paul University; Sela Sar, University of Illinois at Urbana-Champaign; Jay Newell, Iowa State University; Lisa Dobias, University of Texas at Austin; Dave Wilcox, Marquette University; Janet Rose, University of Kansas