Discover the marketing planning process to clearly delineate the relationship between marketing and media-buying decisions. Marketing functions are examined through case analysis to successfully integrate all elements of the media-buying process.
This course presents concepts and strategies from a business decision-making perspective. This approach reflects the emphasis on the marketing decisions that business owners are most likely to confront in their marketing operations when meeting with various media outlets and managing their marketing campaigns.
Come away with knowledge of media buying strategies to promote your organization and boost sales and profits.
One month course, Erin Parnell, instructor
Intro to Media Buying
-Paid advertising vs. free advertising
-Media concentration vs. dispersion
-Basic media buying terminology
-Media category (mass media, direct response and point-of-purchase)
-Negotiating media buys
Types of Media
-Understanding and utilizing Nielsen and Arbitron data
-Purchasing online advertising and social media
-Monitoring online advertising and social media
Evaluating Effectiveness of Media Buys
-Tracking media buys
-Posting and underdelivery
About online learning
Online learning is a fun, enjoyable and very productive way to learn. Millions of people are learning online each year. You will engage with the instructor and other participants. You will get to know your instructor and other participants. You may make friends. It’s easy. It’s fun.
How the Course Works
It is easy to participate in your online course. After you register, you will be given a web address to go to get into your online classroom. You will have a password and use your email address and password to gain access.
Once inside the online classroom, here’s what you can expect.
Participate when you want
You can participate any time of day or evening. The online classroom is open 24 hours a day, 7 days a week.
There are no live real-time requirements or meetings. You decide when you participate.
For the best learning, participants should log into the course on 2-3 different days of the week.
What you will do
For each Unit, you will:
Read the print readings (about 20 pages a week)
Have the option of accessing the online readings
Listen to the audio presentation for the Unit and view the slides
Have the option of taking a self-quiz to see how much you have learned
Engage in written online discussion with your instructor and other participants
For best learning, you should make one or more comments at 2-3 different times each week.
The content (readings, audio lectures, slides) and self quizzes are accessible for the entire course, so you can work ahead, or go back and review again, at your convenience.
The Discussion for each Unit lasts one week. All comments are made in writing and can be made at any time of the day or night.
Your instructor will log into the Discussion area at least once a day and answer questions, make comments, and respond to comments by you and the other participants.
We encourage you to make 2-3 comments each week to maximize your learning and enjoyment of the course.
It’s easy. It’s fun.