Module 1 : Effective Media Briefing

Eleven key elements of a media brief. Media brief examples from around the world.

 

Module 2 : Communication planning and its challenges

The range and choice of communication channels available to the modern marketer.
Understanding their key characteristics and how to fit them together to create an integrated campaign.

 

Module 3 : Media Psychology

Published scientific studies and media research summarising the thinking and case studies that have led to today’s media concepts.

 

Module 4 : The Media building blocks

Media terms and definitions, how they are calculated, what they should be used for and how they relate to one another.

 

Module 5 : The Media Plan

How best to work with your agency. How consumer insight is turned into the most effective media plan.

 

Module 6 : Strategy to Execution

Understanding how a communications strategy is executed successfully.

 

Module 7 : What’s Next

The latest planning concepts and research findings that will shape media planning in the future.

 

Module 8 : Consumer insight and media

Case studies of consumer insight driven campaigns.

 

Module 9 : Building the Behavioural Model

How advertising works in different categories and different marketing situations.

 

Module 10 : The changing media landscape

How to deal with media fragmentation. Exploiting the digital revolution.

 

Module 11 : Measuring media value

How to set performance benchmarks.

 

Module 12 : Budget setting

15 techniques for setting budgets and the pros and cons of each one.