Media expenditures dominate advertising budgets, often claiming the largest portion of marketing allocation. Crucial decisions made during business and marketing planning significantly influence these allocations. While this course focuses on paid media, it covers the classification of paid, owned, and earned campaigns. The evolution of paying for media space will also be covered, exploring its transformation into today's advertising and media agencies.
This specialization will guide you on how to link media objectives to marketing strategies and overarching brand goals. Throughout this journey, we'll demystify the intricate terminology inherent in the media landscape.
Get ready to immerse yourself in the world of media planners and buyers, from crafting a media strategy to negotiating buys, assessing results against specific KPIs, and gauging their impact on the brand's bottom line. By the end of this course, you'll not only navigate media complexities but also master the art of aligning media’s results with brand success.
If you have already been approved into the CM program, you can proceed to register for this course found in your MyCMA dashboard under Program Status.
By the end of this course, you should be able to:
- Interpret how changing market and consumer conditions impact brands and identify strategies to adapt brands for success.
- Examine the strategy, process and methods of brand development that drives profitability and brand equity.
- Review best practice brand strategies and approaches for organizational structures, governance and brand value metrics.
- Assess and summarize the critical elements that impact brand equity, customer brand affinity and business profitability throughout a brand’s life stage.
- Role of Media in a Marketer’s Toolbox
- Explain the relationship between the media plan and the business of the brand.
- Describe the origin of commission sales for advertising and calculate commission scenarios.
- The Business of Media
- Describe the diverse categories and internal structure of media agencies.
- Identify individual media channels and demonstrate an understanding of their different functions as they relate to media campaign objectives.
- Define the various media revenue and compensation models, including benefits and limitations.
- Media Math
- Perform basic math calculations for planning and buying campaigns.
- Perform reach and frequency and gross rating points (GRPs) calculations.
- Applying Research to Media Buying and Planning
- Describe the role of research and measurement as it relates to media buying and planning.
- Illustrate how key performance indicators in media support the success of key performance indicators in marketing.
- Explain the importance of media measurement bodies.
- Offline Media Plan Application Activity
- Build a media plan for a new product launch.
- Perform basic math calculations for planning and buying campaigns.
- Identify individual media channels and demonstrate an understanding of their different functions as they relate to media campaign objectives.
- Core Fundamentals of Media Planning
- Explain the media planning process.
- Differentiate between Creative and Media Briefs.
- Evaluate a paid media mix and supporting documentation of a media plan.
- The Fundamentals of Offline Media Buying
- Explain the basics of media buying, using appropriate media terminology, and how to deliver on approved media plans.
- Describe the media negotiation process, applying media terminology in the appropriate context.
- Core Fundamentals of Media Buying (Online)
- Define coherent and relevant target audiences in preparation for an online media buy.
- Examine digital media buying best practices when executing a buy.
- Explain the roles of retargeting and remarketing.
- Analysis of an Online Media Buy Application Activity
- Infer insights, recommendations, and an action plan from the data output of a digital media buy.
- Define coherent and relevant target audiences in preparation for an online media buy.
- Examine digital media buying best practices when executing a buy.
- Explain the roles of retargeting and remarketing.
- Post Analysis and Reporting Results
- Clarify the role and benefits of a post analysis and reporting.
- Identify the elements of a post analysis and the importance of its conclusions.
- Demonstrate the value of the post analysis to KPI measurement.
- Media Ethics
- Describe the commitment marketers must make to protect consumer privacy, meet legal obligations, and fight fraud in today's digital media environment.
- Create brand safety protocols that protect brands from suspect and budget draining content.
- Media and My Business
- Identify options for consideration when budget cuts occur.
- Reflect on the role of paid media amid a future of constant change.
Members Pricing | $1,245 (Reg. $1,395) |
Non-Members Pricing | $1,545 (Reg. $1,695) |
Early Bird Pricing ends on September 6, 2024, 11:59pm EST.
Course Format:
CMA’s Media course consists of eleven modules, each followed 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 six months from the date of enrollment 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 65% 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
