The main goal for the module is to understand and master the reality of brands communication ecosystem. Students will learn the different phases that form a media strategy, from the initial research and goal setting, to implementation and data collection. They will be exposed to the numerous and complex consumers journeys, how to better understand and evaluate them, as well as know how to identify and understand the different consumers who walk those same journeys. We will also talk about the different media, their specific roles (according with the defined objectives and phases of the consumer journey), main characteristics and especially how they can be combined and articulated to form communication systems that materialize the strategy. The importance of the collection, analyzation and interpretation of data will also be approached. Lastly, students will be able to build a complete media strategy.