The Stukent Media Planning Simternship
Prepare your students to plan and manage real-world media campaigns
Teach media planning with practical application and real-world relevance. The Stukent® Media Planning Essentials Simternship® puts students in the role of a media planner working with a client and managing a six-figure ad budget. Across nine rounds, your students will develop job-ready skills by analyzing audiences, allocating budgets, and crafting messaging strategies, just as professional practitioners do.
Pair the simulation with the “Media Planning Essentials” courseware to help students connect theory to practical decision-making in the workplace.
Build students’ skills with a Simternship
Each round replicates real-world agency work, providing students with the practical experience they need to succeed in today's competitive media industry.
Bravo, Stukent! This text combo is fantastic and exactly what is needed in today's paid/owned/earned digital ecosystem. [It] creates great experiential learning opportunities, and my students love the application of concepts. I have no doubt the combo helped my students create an award-winning plan that delivered us to the AAF NSAC finals in 2018!
Stephen Marshall, Ph.D.
Preview
What’s in a Simternship round?
Students apply their knowledge in each round to solve real-world media planning challenges. Curious to see how the Simternship works? Take a guided tour of a round!
Beth Egan, Ph.D.
The “Media Planning Essentials” courseware
Bridge classroom concepts to agency-ready skills
The "Media Planning Essentials" courseware combines strategic thinking with data analysis to prepare students for today's digital advertising landscape. Students learn to build comprehensive communication plans — including audience targeting, channel allocation, and performance measurement — to develop the practical skills agencies demand.
Turnkey activities, real-world examples, and annual updates keep your course up-to-date and your students engaged.
This book has been a wonderful addition to my media planning course. The material is engaging and easy to read so my students don't get bored. The exercises for each chapter really helped them to apply the material they read about helping to reinforce the information.
Erika G., Gulf Coast State College
Preview
Explore the table of contents
Prepare your students for today's data-driven media landscape. The "Media Planning Essentials" courseware covers strategic planning fundamentals, audience targeting, channel optimization, and campaign measurement across traditional and digital platforms, giving students the skills to create effective integrated communication plans.
Chapter 1: The Art and Science of Media Planning
Chapter 2: The Evolution of Communications Planning
Chapter 3: Finding the Right People
Chapter 4: Finding the Right Place
Chapter 5: Discovering the Right Time
Chapter 6: Media’s Role in the Marketing Mix
Chapter 7: Measuring What Works
Chapter 8: Data-Driven Strategies in a Digital Era
Chapter 9: Social Media and the Walled Garden
Chapter 10: Video and Streaming Media
Chapter 11: Search and Display
Chapter 12: Audio and Podcasting
Chapter 13: The Role of Mobile
Chapter 14: Crafting an Integrated Communications Plan
Chapter 15: Data Privacy, Ethics, and Regulation
See how easy it is to teach your next course with the “Media Planning Essentials” courseware.
About the Author
Beth Egan, Ph.D.
Dr. Beth Egan is an associate professor of advertising at Syracuse University's S.I. Newhouse School of Public Communication with 25 years of industry experience at leading agencies, including MEC Global, MediaVest, and UM. She led strategic media planning for major brands such as Coca-Cola, AT&T Mobility, and L'Oréal Paris before transitioning to academia, where she now leads the media planning curriculum and teaches advertising strategy. Her research focuses on native advertising, cross-media synergy, and data-driven media economics.
Instructor support you can count on
With a 96.4% satisfaction rate and an average response time under 10 minutes, the Stukent Support Team and customer success managers ensure you can focus on teaching.
Always have the latest edition
The “Media Planning Essentials” courseware contains robust instructional resources for educators and students. Best of all, the Stukent team updates the courseware annually, which means your curriculum will always be on the cutting edge of industry.
