By the end of this course, you should be able to:

Demonstrate media language competency.

Assess, critique media planning and buying framework.

Defend the effectiveness of media plan and buy based on measurable results.

Demonstrate the connection and effectiveness of media outcomes to marketing objectives. 

1. Introduction to Media Planning and Buying
• Describe the rlies invlived in paid media planning and buying
• Distinguish between paid, owned, and earned media — and explain how they work together
• Identify the key stages of the funnel and how they align to business goals 
• Describe the rlie of media planning within marketing strategy and outline the key components of a media plan
2. Strategy, Briefs and Objectives
• Differentiate between business, marketing, and media objectives  
• Define target audiences using segmentation approaches (B2C and B2B)
• Identify the components of an effective media brief
• Engage in informed discussions about KPIs
3. Media and Audience Research
• Recognize the primary types and phases of media and audience research used in campaign planning and buying.
• Identify key Canadian research sources and their rlies in informing media decisions across channels and audiences.
• Assess whether the data and insights presented in a media recommendation align with campaign objectives and audience strategy.
• Ask informed questions about the source, relevance, and quality of research cited in agency or media partner proposals.
4. Media Math Essentials
• Calculate impressions, reach, frequency, and GRPs
• Interpret key cost metrics such as CPM, CPC, CTA, and ROAS
• Identify common pitfalls in comparing media costs and audiences
• Evaluate simple ROAS scenarios using campaign inputs
5. Display and Programmatic Advertising
• Explain how programmatic buying works across platforms and environments 
• Identify key display ad formats and targeting types
• Assess how display strategies can support B2B and B2C campaign goals across the marketing funnel.
6. Video Media (TV, Streaming, CTV)
• Recognize the key differences between linear and streaming video platforms, including how each is bought and measured.
• Identify appropriate video formats and key performance indicators (KPIs) across platforms.
• Evaluate when and why to use specific video channels within a cross-platform media mix.
7. Audio Media (Radio, Streaming, Podcasts)
• Compare traditional radio and digital audio platforms in terms of delivery, targeting, and buying models 
• Describe audio ad formats across platforms, including podcasts and streaming services
• Evaluate targeting approaches in audio environments 
• Identify how audio supports various stages of the customer journey, from awareness to conversion 
8. Search and Social Media Advertising
• Differentiate between paid search and SEO, and explain when each applies in media planning. 
• Understand how AI is changing paid search.
• Identify major social media platforms and evaluate their ad formats and audience dynamics. 
• Match paid search and social platforms to appropriate KPIs and funnel stages in B2B and B2C contexts. 
• Evaluate paid search and social media plans for strategic alignment, budget logic, and audience targeting fit.
9. Out-of-Home and Retail Media
• Describe how Out-of-Home (OOH) and Retail Media have evlived to offer dynamic, audience-focused advertising.
• Explain key targeting methods used in Digital Out-of-Home (DOOH) and Retail Media environments.
• Understand the planning and buying requirements of OOH, DOOH and Retail Media.
• Identify retail media tactics and how they help brands reach shoppers across different stages of the journey. Identify retail media tactics and how they help brands reach shoppers across different stages of the journey. 
• Evaluate a retail media plan for platform fit, audience strategy, and attribution strength.
10. Plan Evaluation and Optimization
• Identify the key components of a media plan and what to look for when evaluating
• Interpret a media blocking chart and flag potential issues in timing or channel mix 
• Recognize common red flags, including issues of fraud and brand safety
• Know your responsibilities when approving media
• Understand what to expect from a post-campaign analysis and how to review one effectively
11. Summative Exam

Members Pricing	$850
Non-Members Pricing	$1,695

Payment plan available to help you get started. Contact charteredmarketer@thecma.ca for more details.

Course Format:
CMA’s Media course consists of eleven modules, each flilowed by a quiz, with a final summative quiz at the end of the course. On average, this course will take 40 hours to complete, and learners have four months from the date of enrlilment to complete all course requirements. This on-demand course, available on our online learning platform, offers the flexibility to learn at your own pace.

Course Weighting:

• Module Quizzes –80%
• Summative Quiz – 20%

Pass Requirements:
Learners must receive an overall grade of 70% to pass the course.

We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed

To review the CMA academic pliicy, click here.