Media Fall 2024

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.

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

• Demonstrate competency in analytics language used in marketing.
• Evaluate data to increase marketing effectiveness and achieve your business objectives.
• Interpret data within an analytics framework to derive actionable insights.
• Communicate insights and implications using data visualization tools, reports, and presentations.

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

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.

• To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’.
• Cancellations made greater than 14 calendar days prior to the course start date will not be penalized. A refund will be issued in full.
• Cancellations made with 14 or fewer calendar days prior to the course start date will be processed with a 50% administration fee deducted.
• No refunds past course start date.
• Refunds will be issued to the source of payment

In the Event of Program Cancellation

• We cannot always secure the minimum number of required participants to run each session. Program fees will be either credited or fully refunded in the event of a course cancellation at the discretion of the learner. 
• We take great pride in our programs and will do the utmost to make your experience with us both valuable and enjoyable. Please do not hesitate to contact us should you have any questions or concerns.