While studying media communications at Full Sail, developing and implementing effective media strategies is an important part of how students can apply their diverse skills to their future professional work. Whether developing organic growth for a non-profit or grassroots organization or presenting a fresh marketing approach to a Fortune 500 company, creating an effective media strategy is a key ingredient.

We recently spoke with Full Sail instructor Sankaya Hall for a better understanding of how her course, Integrated Marketing, helps students learn to apply effective strategies to their creative projects.

“A common misconception among students before taking my course is that effective media strategies can be developed without thorough research,” says Sankaya. “I emphasize that jumping right into content creation is a premature step. Before even brainstorming ideas, it's crucial to conduct in-depth research to understand a brand's goals and objectives, history, financial status, competitive landscape, market positioning, and existing marketing strategies.”

As students dive deeper into the coursework, they examine case studies exploring brands and organizations that have implemented media strategies that resulted in viral growth through vehicles like video, social media, graphic design, and transmedia campaigns.

“Through these case studies, students gain valuable insights into audience segmentation, the importance of targeting a specific audience, and the power of effective marketing.”

Those studying media communications learn early on the importance of target demographics, but in Sankaya’s course, they dive even deeper.

“Students learn how to conduct market research, analyze data, and create detailed customer profiles,” she shares. “By understanding their target audience, students can tailor their media strategies to reach them effectively and deliver relevant messages. This includes selecting appropriate media channels, crafting compelling content, and optimizing campaigns for maximum impact.”

After learning the foundations for an effective media strategy, students are tasked with developing comprehensive, integrated marketing plans for real-world companies. They select a publicly traded entity like Netflix, Starbucks, or Activision Blizzard and conduct foundational research to understand the company's current market position, identify a specific target audience for their campaign, and then design a comprehensive plan from scratch.

While students may be applying these skills in the classroom, according to Sankaya, they translate to the workplace.

“The emphasis on hands-on experience, industry-relevant coursework, and our fast-paced learning environment equips students with the skills and knowledge necessary to succeed in today's dynamic media landscape. [We] provide students with a valuable and competitive edge in the field.”