Media Planning

Learn how to create valuable brand experiences across all media touchpoints using an integrated approach
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10 week online course
Discussion forums
Video lectures & Live tutorials
Weekly chat sessions
Engaging course notes
High-practical assignments
This is a fully supported, 10-week online training course delivered by our partners Red & Yellow. You will learn about the pros and cons of traditional and digital media channels; what constitutes a robust media strategy; why it is so important to segment and understand your audience; and how to measure, optimise and report on performance.
It will also cover the role of the various channels, the importance of an integrated approach, defining the audience, how best to connect with them, and measure performance to ascertain cost versus value.

Designed with busy professionals in mind, this course provides the freedom to learn independently, but with full support. You will benefit from weekly chat sessions, a dedicated Course Coordinator and an expert Knowledge Officer just an email or phone call away.
Course overview
Who should attend:
Anyone who works in any form of advertising or marketing communications, or anyone who intends getting into the field. This course was written for people who are finding it difficult to see the value of digital, and in particular the value of combining traditional and digital.
Walk way with the ability to:
  • Understand the current media landscape and the impact it has on customers
  • Describe your target market
  • Align audience segmentation with your marketing objectives
  • Understand the importance of different channels working together
  • Negotiate media space and manage your media budget
Course Agenda
Module 1: Introduction
  • Explain how the current media landscape affects customers
  • Understand where advertising falls under the marketing umbrella
  • Describe important touchpoints for your brand
Module 2: Marketing Channel Management
  • Focus on the most important consideration in any form of advertising you create
  • List above-the-line channels and when you should use them
  • Name below-the-line channels and when you should use them
  • Figure out how to use ATL and BTL together to create unified communications
Module 3: Audience
  • Describe your target market using demographics and psychographics
  • Understand segmentation and create customer personas
  • Start researching and measuring your audiences
Module 4: Crafting a Strategy
  • Align your audience segmentation with your marketing objectives
  • Determine your strategic priorities and align your campaigns to them
  • Select the most appropriate channels for your marketing campaigns
  • Understand the different online payment models
Module 5: Traditional / ATL Management
  • Select traditional channels based on how they will contribute to your media mix
  • Describe the process of using each channel
  • Understand the importance of having channels work together
Module 6: Online Advertising
  • Select online channels based on how they will contribute to your media mix
  • Describe the process of using each channel
  • Select a media mix based on which channels will work together well to achieve your goals
Module 7: Managing Media Projects
  • Pinpoint resources for your media project
  • Manage your media budget
  • Negotiate for and purchase media space
Module 8: Optimising
    • Write and evaluate a media proposal
    • Measure the performance of various media types
    • Optimise your campaigns
How the course works
The course is completed entirely online on the Red & Yellow learning platform. The course involves:
Upcoming courses
Media Planning
Mon, Jul 18 2022
£999 ex VAT
Upcoming courses
Media Planning
Mon, Jul 18 2022
£999 ex VAT
Book this course
£999 ex VAT
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