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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  

outlineCourse Outline
Unit 1
Intro to Media Buying
-Paid advertising vs. free advertising
-Media planning
-Media mix
-Media concentration vs. dispersion
Unit 2
Media Objectives
-Basic media buying terminology
-Media research
-Media schedules
-Media category (mass media, direct response and point-of-purchase)
-Negotiating media buys
Unit 3
Types of Media
-Traditional media
-Understanding and utilizing Nielsen and Arbitron data
-Purchasing online advertising and social media
-Monitoring online advertising and social media
Unit 4
Evaluating Effectiveness of Media Buys
-Tracking media buys
-Posting and underdelivery

Question MarkAbout 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.

GearsHow 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.

CalendarParticipate 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.

ChecklistWhat 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.

Next offering(s):
-Next session coming soon-


Ave. hours 16, 1.6 CEUs/ILUs

About Your Instructors

Erin Parnell is a Senior Media Buyer at Bucket Media, Inc., a media planning and placement company based out of Columbia, MO.  She has worked in the advertising and marketing field for the past seven years, and obtained a Master of Business Administration from William Woods University.

Parnell is on the board for the American Advertising Federation’s Mid-Missouri Chapter. She is a Media Buying Academy Graduate, Sandler Sales Institute Graduate and frequently presents to Marketing Capstone classes at Stephens College and the University of Missouri.

Directional ArrowsCourse Objectives
  • To understand media buying terminology
  • To understand and formulate ratings based on Nielsen and Arbitron data
  • To develop an understanding of the media buying standards of reach, frequency, consistency, placement and value-added
  • To foster a systematic approach to media buying decision making
  • To understand and implement the 5-Step Process of Media Buying

Puzzle PiecesCourse Outcomes
Upon successful completion of the course, you will:
  • Use market segmentation, targeting and positioning strategies for effective media buying.
  • Evaluate pricing strategies and perceived value and discuss how price interacts with other media-buying variables.
  • Evaluate media buys and negotiate rates on specific buys as well as added-value per campaign.
  • Analyze the marketing plan and specific media buys and determine what components of the plan ran as ordered and decipher what must be requested to make buys good.
  • Analyze market situations and develop plans for effective marketing strategies and media buys.
Completion Requirements