Advertising Strategy and Media Planning

What You Will Learn

• 1 Learn the foundations of advertising strategy, including objectives, positioning, and the relationship between brand and performance advertising
• 2 Understand audience research and segmentation methods used to define advertising targets with precision
• 3 Apply media planning frameworks to allocate budgets across paid, owned, and earned channels
• 4 Analyze the traditional media landscape including television, radio, print, and out-of-home planning principles
• 5 Develop digital media planning proficiency across search, social, display, and programmatic buying models
• 6 Build creative strategy and messaging frameworks that align advertising content with campaign objectives
• 7 Explore media buying models, pricing structures, and negotiation principles across advertising channels
• 8 Create integrated cross-channel campaigns that sequence messaging across the customer journey
• 9 Apply advertising analytics and attribution models to measure campaign performance and return on investment
• 10 Understand advertising regulation, ethics, and data privacy compliance across global markets
• 11 Develop budgeting, forecasting, and optimization techniques for advertising spend efficiency
• 12 Build a comprehensive advertising strategy and media plan as a capstone professional deliverable