Media Winter 2024

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

1. Interpret how changing market and consumer conditions impact brands and identify strategies to adapt brands for success.
2. Examine the strategy, process and methods of brand development that drives profitability and brand equity.
3. Review best practice brand strategies and approaches for organizational structures, governance and brand value metrics.
4. Assess and summarize the critical elements that impact brand equity, customer brand affinity and business profitability throughout a brand’s life stage.

Features:

• Interaction with marketing experts
• Latest technologies
• Discussion boards for collaboration
• Technical Support

Benefits:

• No travel time
• Interactive learning experience
• Networking and connecting with other practicing marketers
• Successful completion of this course counts towards your CM designation requirement
• Certificate upon successful completion of all course requirements

CMA’s Media course consists of course content, documents, and discussion boards. Throughout the 12-week course learners will be required to participate in weekly discussions, submit a series of exercises, and complete two projects. Learners will have the opportunity to engage with fellow learners and to ask direct questions to the instructors.

The following is a general outline of the course content.

1.     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.
  
  

2.     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.
  
  

3.     Media Math

• Perform basic math calculations for planning and buying campaigns.
• Perform reach and frequency and gross rating points (GRPs) calculations.
  
  

4.     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.
  
  

5.     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.
  
  

6.     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.
  
  

7.     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.
  
  

8.     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.
  
  

9.     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.
  
  

10.  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.
  
  

11.  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.
  
  

12.  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.

This course welcomes learners with all backgrounds, learners must achieve a final overall grade of 65% in order to qualify for a certificate pass and have the course count towards their requirements for the CM designation.

Workload:
This course is demanding, but very rewarding. The time required for the course will vary depending on your learning style, learners are likely to invest 6 - 8 hours per week. You will be required to complete a series of exercises and 2 projects to demonstrate the application of learning.

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague