Online learning from an accredited institution
Media Planning Course
This online course packs a hefty punch when it comes to learning about the pros and cons of traditional and digital media channels. Learn what constitutes a robust media strategy, why it’s so important to segment and understand your audience, and how to measure, optimise and report on performance. You’ll get an in-depth understanding of marketing channels, learn to apply integrated approaches, define your audience and how best to connect with them and measure performance to ascertain cost versus value.
“Absolutely loved my Red & Yellow online course! I did it all the way from the Netherlands while working full time so it’s definitely possible to do it in between your normal tasks. The team is super supportive and understanding if you need more time to complete specific assignments. Would definitely recommend!”
Noluyanda Nolu Roxwana
Campaign Manager at Studyportals
Creating valuable brand experiences across all media touchpoints with an integrated approach
This course was originally developed for a multinational client, to help their teams understand the value of an integrated channel approach to marketing.
The separation between ‘traditional’ and ‘digital’ advertising is a myth; all your channels and touchpoints need to be approached from the perspective of a holistic brand experience.
Consumers don’t separate digital, physical, and broadcast touchpoints, and evaluate them as such – they regard them as proof points or deal breakers on a journey that either ends with brand loyalty (and commercial success) or disappointment.
What you’ll learn
- The pros and cons of traditional and digital media channels
- Why it’s important to segment and understand your audience
- What constitutes a robust media strategy
- Get an in-depth understanding of marketing channels
- Learn to apply integrated approaches
This course is perfect for:
- Anyone who works in any form of advertising or marketing communications, or anyone who intends to enter the field.
- This course is essential for anyone involved in media planning, marketing communications and advertising, and related fields.
Red & Yellow courses are made to future-proof your career
Our courses are designed to accelerate opportunities and give a boost to your CV. Top businesses across industries recognise Red & Yellow graduates as having the practical skills and the theoretical background to hit the ground running with confidence and creative flair.
Course curriculum:
Introduction
- Explain how the current media landscape affects customers
- Understand where advertising falls under the marketing umbrella
- Describe important touchpoints for your brand
Marketing Channel Management
- Focus on the most important consideration in any form of advertising you create (the customer)
- List above-the-line channels and when you should use them
- Name below-the-line channels and when you should use them
- Figure out how to use ATL and BTL together to create unified communications
Audience
- Describe your target market using demographics and psychographics
- Understand segmentation and create customer personas
- Start researching and measuring your audiences
Crafting a Strategy
- Align your audience segmentation with your marketing objectives
- Determine your strategic priorities and align your campaigns to them
- Select the most appropriate channels for your marketing campaigns
- Understand the different online payment models
Traditional/ATL Advertising
- Select traditional channels based on how they will contribute to your media mix
- Describe the process of using each channel
- Understand the importance of having channels work together
Online Advertising
- Select online channels based on how they will contribute to your media mix
- Describe the process of using each channel
- Select a media mix based on which channels will work together to achieve your goals
Managing Media Projects
- Pinpoint resources for your media project
- Manage your media budget
- Negotiate for and purchase media space
Optimising
- Write and evaluate a media proposal
- Measure the performance of various media types
- Optimise your campaigns
Meet your team:
This course was created by, and benefits from, our full-time lecturers’ years of experience in the field – both in lecturing and in industry. They know how to nurture talent and bring out the best in students, resulting in many award-wins over the years.
About Red & Yellow
Creative thinking is the most important skill. Artificial Intelligence and robots are going to replace some of the jobs we know today.
Red & Yellow is the business school where talented people go to develop the career skills they need to thrive in this digital world.
R&Y unlocks creative thinking to build brilliant careers and organisations using Commercial Logic and Creative Magic.
We are vision-led and values-driven and we are developing the next generation of changemakers, creators and innovators.
We believe creative thinking is the most important skill of the future and it must be supported by uniquely human abilities such as leadership, adaptability and social intelligence.
We are a Creative School of Business that provides you with the commercial logic to grow successful organisations and more importantly the creative magic to set them apart.
We are teaching the great creators, inventors, leaders and entrepreneurs for the 21st Century.
We will be the most creative business school in the world.
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There is, in fact, no difference between ‘traditional’ marketing and digital marketing. They are one and the same, apart from digital being specific to a medium.
Ultimately, the aim of any type of marketing is to keep and grow a customer base and stimulate sales in the future. Digital communication tools contribute to connecting and building long-term relationships with customers.
Understanding your market is the foundation of every marketing activity, online or off. If you don’t know who you’re speaking to or what your audience cares about, it’s unlikely that your message will resonate with them.
Market research will define the content you create across channels like email marketing, digital copywriting, SEO, and online advertising. It helps you find your audiences on social channels by indicating where they spend most of their time and how they like interacting with your brand. It also helps you meet their needs by defining the touchpoints they expect from your brand, especially when it comes to creating web and mobile channels.
The more data you can gather about your audience, the better you will be able to optimise and improve your marketing efforts. Market research is an excellent supplement to the quantitative data you can gather through data analytics.
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