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.
