Course Modules

Module 1: Fundamentals of Media Buying

• Role of media buying in marketing strategy
• Key terminologies in media planning
• Types of media inventory (digital, TV, radio, print)
• Importance of media mix
• Case Study: Cross-platform media buying for a global FMCG brand

Module 2: Media Planning & Budgeting

• Setting campaign objectives and KPIs
• Allocating budgets across platforms
• Balancing reach, frequency, and impressions
• Tools for media planning
• Case Study: Media plan creation for a consumer electronics launch

Module 3: Negotiation & Vendor Management

• Negotiating rates and placements
• Building long-term relationships with vendors
• Assessing inventory quality
• Contracting and compliance issues
• Case Study: Negotiating prime ad slots during a sports event

Module 4: Digital Ad Placement Strategies

• Placement in search, display, and video
• Programmatic vs. direct buying
• Geo-targeting and contextual placement
• Brand safety considerations
• Case Study: Ad placement optimization for an online fashion retailer

Module 5: Measuring Media Buying Effectiveness

• Metrics for evaluating performance
• Attribution models in media campaigns
• Cost efficiency analysis (CPM, CPC, CPA)
• Continuous optimization approaches
• Case Study: Attribution analysis for a healthcare campaign