Course Objective
By the end of this course, learners will be able to:
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Understand the role of a Digital Media Planner within agencies and consulting environments, and clearly distinguish media planning from media buying and general digital marketing.
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Translate strategy documents into actionable media plans, converting creative and strategic ideas into clear budgets, timelines, KPIs, and channel allocations.
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Develop structured media plans using Microsoft Excel and Google Sheets, including audience sizing, budget distribution, impressions, reach, frequency, and forecasting.
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Apply real-world agency workflows, working with multi-phase campaigns, long-term timelines, and large advertising budgets across multiple digital platforms.
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Identify and apply key performance metrics (KPIs) required by clients, agencies, and multinational brands to ensure clarity, transparency, and accountability.
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Use insights and historical data to inform budget decisions, forecast campaign outcomes, and support performance-driven planning.
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Understand media rate cards and platform benchmarks, including how to source, update, and apply cost data across different digital channels and markets.
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Build reporting and analytics frameworks, enabling weekly, monthly, and end-of-campaign reporting aligned with client expectations.
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Present media plans confidently to stakeholders, explaining budget allocation, expected outcomes, and ROI in clear, business-focused language.
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Work on real case studies and strategy documents, gaining hands-on experience that prepares learners for agency roles, consultancy work, or career advancement.
