1. Acquainting students with one of the basic instruments of the current marketing communication and with the necessary part of the existing media environment.
2. Development of media research and planning since 1837 (at that time this field was defined for the first time) through its expansive development in the period of the fifties and the sixties of the last century up to the current trends.
3. Benefit of research projects and their methodology for the development of media planning.
4. Modern techniques and technologies of media consumption research (people meters, camera eyes and the like) and the use of their outputs for the right targeting of communication messages to the relevant target groups.
2. Development of media research and planning since 1837 (at that time this field was defined for the first time) through its expansive development in the period of the fifties and the sixties of the last century up to the current trends.
3. Benefit of research projects and their methodology for the development of media planning.
4. Modern techniques and technologies of media consumption research (people meters, camera eyes and the like) and the use of their outputs for the right targeting of communication messages to the relevant target groups.