TEXAS MEDIA & ANAlytics
Texas Media & Analytics is a program that focuses on both critical thinking and creating real-time, intense classroom experiences with real brand situations and data.
We earned certificates in Google Analytics, Google Ads, and Amazon Ads, which equip us with credibility and practical skills in marketing, advertising, and data analytics.
We’re also be exposed to hands-on experience with Tableau, A/B testing, media buying, and test and control incrementally. These are just some of the many skills that TM&A provides throughout the course!
Advanced Media Strategies
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In my Advanced Media Strategies course, I worked on a semester-long project developing a strategic media plan for The Salvation Army, culminating in a final pitch to Lerma, their advertising agency in Dallas.
As a media planning strategy and creative lead on my team, I played a key role in shaping the proposal, focusing on consumer insights, media strategy, and creative execution. Throughout the course, I improved on my ability to analyze market trends, develop impactful media recommendations, and present data-driven strategies that align with real-world industry expectations.
Media InvestmentsIn my Media Investments course, I gained hands-on experience in the art and science of media placement, focusing on budget allocation, strategic planning, and data-driven decision-making. I developed a strong understanding of multi-channel media evaluation, negotiation tactics, and key performance indicators (KPIs) to ensure advertising dollars are spent efficiently and effectively. Through real-world case studies and investment simulations, I refined my ability to assess media opportunities from agency, client, and vendor perspectives
Buying Grid Development
I created audio and TV/cable buying grids in Excel, using real media avails to organize and analyze investment options. These grids, formula-loaded to calculate key metrics, strengthened my ability to assess media value, compare costs, and optimize ad placements.
Media Investment Plan – Snoozimals Audio Buy
For Go! Toys and Games, my group developed an audio media buy for Snoozimals, using real vendor proposals to meet TRP goals and maximize budget efficiency. This project reinforced my ability to analyze media avails, structure strategic buys, and align investments with client objectives.
Digital Metrics
In this course, I gained hands-on experience in digital analytics, search strategy, and display marketing through the Stukent Simulation for Buhi, a backpack and duffle bag company. I managed digital ad campaigns, analyzed performance metrics, and optimized strategies to drive results. The semester culminated in a final presentation, where my team showcased our data-driven insights and campaign performance.
Additionally, I earned Google Analytics 4 and Google Ads certifications, further developing my skills in measuring and optimizing digital marketing efforts.
