1 day course 
Certificate of Attendance 
Classroom, Virtual, Private Effective media planning is the backbone of any successful digital marketing campaign. In this one-day course, you’ll learn how to create a strategic media plan that aligns with your marketing objectives and drives measurable results.
We’ll walk through the process of audience segmentation, platform selection, budget allocation, and performance forecasting. You’ll also discover how to integrate different digital channels—such as display, video, social, and search into a cohesive plan.
Whether you’re new to media planning or looking to sharpen your skills, this course provides actionable insights you can apply immediately.
Our Media Planning for Digital Marketing course is available as a scheduled session at our training centre in The Shard, London, or via Virtual Classroom. We also offer it as a private course, delivered virtually, at your offices, ours, or any location that works best for you, whether in the UK or internationally.
Course overview
Who should attend:
This course is perfect for:
- Media planners and buyers
- Digital marketing managers
- Brand strategists
What you'll learn:
By the end of this course, you will be able to:
- Develop comprehensive media plans
- Select appropriate digital channels and platforms
- Allocate budgets effectively
- Measure and analyse campaign performance
Course agenda
- Understand the evolving role of media planning in a digital-first world
- What is digital media planning in 2025?
- Media planner vs. media buyer: responsibilities and collaboration
- The shift from channel-first to audience-first planning
- Owned, earned, paid, and shared media integration
- How privacy, automation, and AI have changed media planning
- Start with strategy, not spend
- Aligning media plans with business and marketing goals
- Translating funnel stages into measurable objectives (awareness, engagement, conversion, retention)
- Choosing meaningful KPIs: CPM, CTR, CVR, ROAS, incremental lift
- Brand vs. performance goals - and how to balance them
- Benchmarking and forecasting campaign impact
- Know your audience and how to reach them effectively
- Using first, second, and third-party data in planning
- AI-enhanced segmentation and predictive modeling
- Defining audience personas and mapping media touchpoints
- Cross-device, cross-platform targeting (mobile, web, CTV, etc.)
- Pick the right mix and make your money count
- Evaluating digital channels: paid search, programmatic, social, video, native, retail media
- Allocating budgets across funnel stages and audiences
- Platform strengths and limitations (Meta, Google, TikTok, LinkedIn, Amazon Ads, etc.)
- Testing frameworks (A/B, multivariate, geo splits)
- Structuring a media plan: audience, channels, budgets, KPIs, timeline
- Media mix modeling and scenario planning
- Building a media calendar
- Briefing creative teams with media insights
- Presentation best practices for clients and stakeholders
- Track what matters and adjust in real time
- Campaign tracking setup and tagging
- Attribution models: last-click vs. data-driven vs. MMM
- Optimisation levers: audience, bid strategy, creative, placements
- Post-campaign analysis: what to measure and how to report it
- Dashboards and reporting tools