The Science of Media

Make Informed Decisions on your Media Investment for Optimal Returns


John Wanamaker (1838-1922), considered one of the most successful markers once said “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. This was a valid statement, back in the early days, when there was no data and no tools to inform media investment decisions.

We have now moved out of that dispensation and can say with confidence that you don’t have to gamble with your media investment decisions.

With advertising spends having grown by more than 50% over the last decade and now standing at Kshs 108 Billion in 2019 (Reel forge rate card estimates), the role of media science has become critical in informing media strategies. Thanks to Kenya Audience Research Foundation (KARF), media audience data derived from a highly robust research process is now available to enable one make sound media investment decisions.

In partnership with The International School of Advertising (ISA), KARF, is offering an opportunity to all industry stakeholders, to learn and understand how to tap into this Media Research Data.

Through this training program, stakeholders will now have access to the knowledge and skills that will enable them not only appreciate the trends and practices in brand communications as a whole; but also learn how to use data and tools, through the understanding of the science of media planning, in order to gain optimal results in media investment decisions.

Course goals and objectives

  1. To build professional standards in the Media Management profession by equipping program participants with knowledge to be able to build strategy based on research, strategy monitoring and evaluation.
  2. Provide the learner with power to present data coherently and effectively, as well as determine the action points based on data available.
  3. To use globally benchmarked standards to continually develop the communications profession.


The overarching objectives of the course are:

  • To enable participants learn how to use data and tools, through the understanding of the science of media planning, in order to gain optimal results in media investment decisions
  • To arm participants with the broader knowledge of marketing communications, the current trends and their impact on media investment decisions.

The course will cover 3 key units as follows;

A. Media Research Essentials

Learning objectives

  1. To appreciate and articulate the research methodology in order to demonstrate its reliability
  2. To understand how to use appropriate tools and software in analyzing, interpreting and applying media research


  1. Understanding Kenya’s population dynamics
  2. Introduction to Audience Research (The how)
  3. OOH Audience research
  4. Data analysis, interpretation and insight
  5. Understanding media Monitoring in relation to audience research

B. Digital Technologies and social media

Learning objectives

  1. Articulate the different digital technologies and the categories /roles of digital communication channels
  2. Understand the digital consumer journey and the strategic approach to business acquisition and retention using social media
  3. Appreciate digital strategy, digital media selection and measurement


  1. Landscape, categories and channels
  2. Consumer journey and media engagement points
  3. Digital Media Buying

C. Integrated Media Planning (IMC)

Learning Objectives

  1. Appreciate the tenants of marketing and how it provides strategic direction to a 360 integrated campaign
  2. How to deliver high impact campaigns through unique media approaches
  3. An understanding of the dynamics of Out of Home Media, how to integrate it effectively in a campaign and measure its effectiveness


  1. Introduction to and evolution to the concept of IMC
  2. How media drives integrated communications
  3. The art of developing an IMC campaign (including OOH)
  4. Data analytics in developing and measuring IMC campaigns

Training Structure

  • Lectures for conceptual understanding
  • Workshop style practice sessions in small teams.
  • Participants have a week in between classes to further apply their class learning in their place. Industry talks will also be conducted on relevant current media affairs

Duration: 4 months, 15 classes.

Classes run on Wednesdays and/or Thursdays from 7.30am-9.30am

Location: Woodlands Office Park, 2nd Floor | Woodlands Road – Off Lenana Road


ISA is a NITA certified training institution. Ref NITA/TRN/1041

Participants will obtain a KARF Media Essentials Certificate endorsed by the Advertising Practitioners Association (APA).


Shs 85,500 Excl 18 % VAT

Includes breakfast, training materials and certification


    Fill the information below. We will call you back shortly.

    Related Courses

    Open chat
    Let's Chat on WhatsApp'
    Let's Chat on WhatsApp