This course offers an in-depth examination of all media and its importance in the marketing equation across history. There is a heavy emphasis on digital media analysis, with a focus on how media drives behavior change, particularly consumer behavior. Media is dissected and examined within the direct marketing equation, and within the greater general marketing sphere. The objective of this course is to provide the student with a deep and thorough understanding of the most powerful variable available to marketers, whether practicing traditional marketing, digital/direct marketing, or general advertising. The course includes selected readings, online blog reading assignments, case studies, videos, and may include one or more guest lecturers. The instructor is a recognized industry expert and a leading proponent of media studies.