Media Strategy(HALF DAY, ONE DAY, TWO DAY)
Marketers are experiencing an increasingly fragmented consumer media landscape compounded by an expanding universe of media vendors, solutions, platforms, measurement systems and agency support models. Whether you define what is happening in media as rapid evolution or revolution, today’s marketer faces both challenges and opportunities unimaginable not so long ago. Marketers are not expected to have the breath and depth of media knowledge that subject matter experts possess, but they are expected to guide and ensure that all decisions made as it relates to media are optimal. How does a marketing executive pulled in so many directions focus their finite time available for media in a manner that channels their agencies energy on the most important tasks which drive the most meaningful value to their brand or service? This course is designed to elevate a marketer’s comprehension and understanding of media in a manner that if appropriately applied to your brand or service will become part of your “Marketing DNA” long after today’s hottest media headlines and trends have been replaced by others.
Done right, media is a true extension of your marketing strategy. This course will show you how to more tightly connect all aspects of the media planning and media buying evaluation process to your marketing while improving your overall comprehension of media language and concepts.
Who Is this course for?
This course is for a wide range of executives who participate in the media decision making process who have a desire or need to better understand the application of media to marketing. Junior to mid level marketers looking to solidify or create a foundation of media acumen, mid to senior level marketers who might not have consistently had exposure to consumer media decision making along with other marketing related personnel from departments such as insights, consumer promotion, digital marketers, public relations along with procurement, finance and technology personnel who have some media support related responsibilities.
Course Benefits/Key Takeaways
The course benefit is the learned behavior that the approach to optimization of media is as an extension of brand marketing strategy. Though many complex media decisions and pathways are available to the marketer, when application of marketing strategy is rigorously applied to media questions the choices available to the marketer and its agencies meaningfully narrow while increasing the chances for meaningful in-market success. This course will enhance your understanding of media and basic media concepts while significantly altering the way you might approach solving media issue, challenges and questions.