Strategic Media Planning Certification Training Course

Government Relations and Public Affairs

Date	Format	Duration	Fees (GBP)	Register
26 Jan – 28 Jan, 2026	Live Online	3 Days	£1725	Register →
23 Feb – 27 Feb, 2026	Live Online	5 Days	£2525	Register →
16 Mar – 03 Apr, 2026	Live Online	15 Days	£7850	Register →
11 May – 15 May, 2026	Live Online	5 Days	£2525	Register →
22 Jun – 03 Jul, 2026	Live Online	10 Days	£5325	Register →
06 Jul – 10 Jul, 2026	Live Online	5 Days	£2525	Register →
17 Aug – 04 Sep, 2026	Live Online	15 Days	£7850	Register →
21 Sep – 25 Sep, 2026	Live Online	5 Days	£2525	Register →
26 Oct – 06 Nov, 2026	Live Online	10 Days	£5325	Register →
09 Nov – 20 Nov, 2026	Live Online	10 Days	£5325	Register →
14 Dec – 18 Dec, 2026	Live Online	5 Days	£2525	Register →

Date	Venue	Duration	Fees (GBP)	Register
19 Jan – 21 Jan, 2026	Nairobi	3 Days	£3325	Register →
16 Feb – 27 Feb, 2026	Dubai	10 Days	£7900	Register →
02 Mar – 06 Mar, 2026	Paris	5 Days	£4450	Register →
13 Apr – 17 Apr, 2026	Los Angeles	5 Days	£4950	Register →
01 Jun – 05 Jun, 2026	London	5 Days	£4450	Register →
29 Jun – 17 Jul, 2026	New Delhi	15 Days	£10400	Register →
06 Jul – 08 Jul, 2026	Cape Town	3 Days	£3325	Register →
03 Aug – 07 Aug, 2026	Zurich	5 Days	£4450	Register →
28 Sep – 09 Oct, 2026	Accra	10 Days	£8150	Register →
07 Oct – 09 Oct, 2026	London	3 Days	£3725	Register →
30 Nov – 04 Dec, 2026	Dubai	5 Days	£4050	Register →
07 Dec – 25 Dec, 2026	Amsterdam	15 Days	£12400	Register →

Why select this training course?

Strategic Media Planning ensures that target audiences engage with an organization’s product services or brand. It is, therefore, essential to address the meaning of Strategic Media Planning. It involves selecting the optimal combination of branding and advertising strategies for marketing a product, service, or brand. The primary aim of Strategic Media Planning is to craft a successful campaign that will allow a marketer to effectively convey an advertising message to the most significant number of prospective customers at the lowest cost. It comprises media research, identifying target audiences, devising the appropriate strategies to engage your audience, and working with a specific marketing budget.

How do you create a strategic media plan?

This course by Rcademy will expose participants to the various steps involved in creating a strategic media plan, from setting media objectives, audience targeting, media schedule, and media mix to effectively allocating budgets across digital and traditional media channels.

What are the different media strategies that media planners can employ?

Undertaking the Strategic Media Planning Certification Training Course by Rcademy will give you mastery of the various media planning strategies that can be deployed to maximize ROI. These media planning strategies range from media concentration strategy, media dispersion strategy, earned media strategy, paid media strategy, and owned media strategy.

Who should attend?

Strategic Media Planning Certification Training Course by Rcademy is ideal for several people involved in media planning. This course can be undertaken by:

Media planners are responsible for crafting media planning strategies
Advertisers, brand and product managers, marketing managers, and marketing professionals who are part of the team that is responsible for crafting media strategies
Content creators and art directors are responsible for driving the direction of media planning
Public relations professionals are responsible for maintaining and improving the reputation of brands’ services or goods
Media buyers that are involved in implementing the media plan
Any other professional that is interested in building a career in Strategic Media Planning

What are the course objectives?

Strategic Media Planning Certification Training Course by Rcademy aims to:

Equip participants with the required expertise and skills to combine media channels to maximize profitability and audience engagement
Provide trainees with the required expertise needed to investigate the client’s marketing region, the current marketing trends in the client’s industry
Learn how to identify the client’s target audience and media platforms that will engage the target audience
Teach trainees how to use media data to create strategic media objectives
Demonstrate the relationship between marketing advertising and media
Effectively allocate media budget to the traditional and digital media channels

How will this course be presented?

This training course is practical and theoretical-oriented, delivered through video lessons, notes, case studies, and seminar workshops. This course is customized to encourage participation and interaction by combining group discussions, quizzes, and practical exercises. Each module in this course is designed to expansively cover Strategic Media Planning. This Rcademy course is delivered by professionals who have gained experience in the media planning sphere.

What are the topics covered in this course?

Module 1: Overview of the Media Landscape

Meaning of media
History of media
Types of media
– Mass media
– Digital media
– Electronic media
- Radio
– Television
- Broadcasting

Module 2: Strategic Media Planning

Meaning of Strategic Media Planning
Types of the media plan strategy
– Owned media strategy
– Earned media strategy
– Paid media strategy
– Media concentration strategy
– Media dispersion strategy
Components of Media Planning
- Audience
– Marketing budget
– Conversion goals-
– Message frequency
– Message reach
Purpose of Strategic Media Planning
Challenges of Strategic Media Planning
– Consumer-level targeting
– Platform preference
– Heavy budget focus
Importance of Strategic Media Planning
– Optimum use of resources
– Supports advertising objectives
– Selection of appropriate media platform
– Selection of optimum media mix
– Optimum utilization of advertising budget

Module 3: Broad Types of strategies involved in media planning

Marketing strategy
Advertising strategy
Media Strategy

Module 4: Strategies of Media Planning

Conduct market research
Set media objectives
Audience targeting
Selecting relevant media channels
Channel mix
Choosing a creative voice/tone
Media content and development
Establishing a timeline for the media campaign
Setting reach and frequency goals
Budgeting

Module 5: Conducting Research Analysis

Situation analysis
Marketing strategy analysis
Stakeholder analysis
Competition communication analysis

Module 6: Set Media objectives

Brand awareness and loyalty
Thought leadership
Information
Lead generation
Lead conversion

Module 7: Audience Targeting

Meaning of audience targeting
Steps to Identifying the target audience
– Identify your target personas
– Develop a buyer, persons
– Tips for effective audience targeting
– Mine the analytics
– Conduct focus groups and surveys
– A/B test
Tools to Identify the target audience
– Google Analytics
– Cloohawk
– Audience
– AgoraPulsr
– QuickSprout

Module 8: Selecting Relevant Media Channels

Meaning of media channels
Types of media channels:
– Traditional channels: TV& cable, newspapers, magazines, and billboards
– Digital channel: social media, websites, emails, and digital publications
Factors in choosing relevant media channels

Module 9: Channel mix

Meaning of channel mix
Factors to consider when combining channels

Module 10: Choosing a Creative Voice/Tone/Mood

Meaning of creative voice/ tone /mood
Factors to consider/ how to choose a voice
- Written media: word choice and sentence length
– Visual assets: color and shapes

Module 11: Media Content and Development

Meaning of media content and development
Forms of media content and development
Media content development- Information gathering
– Content topic research
– Strategies
– Write
– Publish
– Promote

Module 12: Establishing a timeline for the media campaign

Factors to consider when choosing the timeline
– Kind of product/service,
– Objectives of the media strategy
– Audience
– Event Calendar

Module 13: Setting Reach and Frequency Goals

Meaning of media reach and frequency
Approach to choosing a frequency
– Continuity
– Internment or alternating periods of advertisements
– Pulsing

Module 14: Budgeting

How to maximize budgets for
- Marketing Strategy
– Advertising Strategy
– Media Strategy

Module 15: Media Measurement, Evaluation, and Optimisation

Execute your media plan
Evaluate the results of the media plan
Optimise campaign performance

Module 16: Media planning tools

Online advertising research tools: Alexa, Quantcast, Thalamus, and Compete
Online advertising competitive intelligence tools – MOAT, Adbeat, and Keyword spy
Offline advertising research tools – Nielsen media research for TV audience measurement GRPs, Nielsen audio for radio measurement

Module 17: Media Planner

Who is a media planner
Roles and responsibilities
Soft and hard skills required of a media planner