Media Planning Course (AC013)
Master the art and science of connecting brands with their audiences through our Media Planning certificate course! This 3-month intensive program is designed for aspiring media professionals, marketers, and business strategists eager to understand how to effectively allocate advertising budgets across various channels to maximize reach, engagement, and return on investment. Learn to navigate the complex media landscape and build data-driven media strategies.
Course Highlights:
- Duration: 3 Months
- Learning Modes: Online | Offline
- Medium: Tamil / English
- Who Can Join: Marketing students, advertising professionals, brand managers, business owners, sales professionals, and anyone involved in or aspiring to a career in media, advertising, or brand communication.
- Educational Qualification: A basic understanding of marketing and communication principles is beneficial. Basic reading, writing, and analytical skills are essential.
- Flexible Schedule: Choose the learning schedule that best fits your life: Early Mornings, Evenings, Weekends, or Holidays.
What You’ll Learn (A Complete Practical Package):
Our curriculum offers a strategic and practical approach to media planning, focusing on understanding the media ecosystem, audience behavior, and effective campaign execution:
- Introduction to Media Planning:
- Defining media planning: its role within the advertising and marketing ecosystem.
- The evolution of media planning: from traditional to digital and integrated approaches.
- Key terms and concepts in media planning (e.g., reach, frequency, impressions, CPM, GRP).
- Understanding Marketing & Communication Objectives:
- Aligning media strategies with overall business and marketing goals.
- Translating marketing objectives into measurable media objectives.
- Introduction to the communication process and consumer journey.
- The Media Landscape:
- Traditional Media: In-depth look at TV, Radio, Print (newspapers, magazines), Out-of-Home (OOH) advertising.
- Digital Media: Exploring search engine marketing (SEM), social media advertising, display advertising, video advertising, native advertising, and programmatic buying.
- Emerging Media: Introduction to podcasts, OTT platforms, gaming, and interactive media.
- Understanding the strengths and weaknesses of each media type.
- Target Audience Identification & Insights:
- Methods for defining and segmenting target audiences (demographics, psychographics, behavior).
- Utilizing consumer insights to inform media choices.
- Understanding media consumption habits of different audience segments.
- Media Research & Tools:
- Introduction to syndicated media research sources (e.g., TV ratings, readership surveys, digital analytics platforms).
- Using data to understand media performance and audience behavior.
- Basic interpretation of media research reports.
- Developing a Media Strategy:
- Setting media objectives (reach, frequency, engagement).
- Media budgeting and allocation across channels.
- Strategic media mix planning: combining different media types for synergy.
- Seasonality, competitive analysis, and market trends in media planning.
- Media Buying & Optimization:
- Basic principles of media negotiation and buying.
- Understanding different pricing models (CPM, CPC, CPA, flat rates).
- Campaign implementation and monitoring.
- Optimizing campaigns in-flight for better performance.
- Digital Media Planning Deep Dive:
- Specific considerations for planning and buying digital media.
- Introduction to ad networks, exchanges, and demand-side platforms (DSPs).
- Understanding targeting options (geo, demographic, behavioral, retargeting).
- Measurement & Return on Investment (ROI):
- Key performance indicators (KPIs) for media campaigns.
- Measuring campaign effectiveness and attribution.
- Basic understanding of analytics and reporting.
- Ethical & Legal Considerations:
- Data privacy regulations (e.g., GDPR, CCPA).
- Ad fraud and brand safety.
- Ethical considerations in targeting and ad placement.
- Case Studies & Practical Application:
- Analyzing real-world media plans and campaigns.
- Developing a mock media plan for a given client brief.
Evaluation:
Your understanding will be assessed through assignments, case study analyses, quizzes, and a final project where you will develop a comprehensive media plan for a hypothetical client, demonstrating your ability to research, strategize, and budget across various media channels.
Learning Outcome:
Upon completion, you will possess a strong foundational knowledge of media planning principles, the ability to analyze media data, and practical skills in developing and evaluating media strategies. You will be well-prepared to contribute to media planning efforts in advertising agencies, marketing departments, or media organizations, making informed decisions that drive business results.
Scholarships & Benefits
At Anali, we believe in supporting talent. Eligible candidates who meet our criteria will receive full scholarships and access to other beneficial offers from our service schemes.
Ready to Begin Your Journey as a Professional Media Planner?
To start the admission process, please fill out the following form:
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