Integrated Media Management
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Short Course
Integrated Media Management
The art of media planning has evolved over the years, from silo or channel planning where media was guided only by the most competitive, to multi-channel planning where media is viewed as distinct, to integrated omnichannel planning, where media is viewed as complementary.
With a strong focus on current shifts and changes in consumer media behavior, this course ensures media planners combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences as effectively as possible.
FOCUS AREAS
- Media landscape and trends
- Data analysis and interpretation
- Integrated Media Planning - The Brief, Consumer Analysis and Insight
- Connections Planning and Strategy
- Campaign Evaluation and Data analysis
Learning Outcomes
On completing the module the learner will;
- Have a clear understanding of the current media landscapes
- Deliberate on and challenge media briefs from the agency or client
- Develop a deep analysis of consumers and media consumption behavior
- Align the marketing/ communication objectives with media goals
- Develop media strategy, plan and implementation for efficient investment
Who it is For
Media executives, planners and managers who need to ground their knowledge in media planning. Media directors who want to refresh their knowledge. Marketing and Brand custodians who wish to have a better understanding of integrated media planning and investment.
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