Description:    

Discover the marketing planning process to clearly delineate the relationship among marketing and media buying decisions. Marketing functions are examined through case analysis to successfully integrate all elements of the media buying process.    The 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 a knowledge of media buying strategies to promote your organization and boost sales and profits.

Class Details:            

Course 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

Course Outcomes

 At the end of successfully completing 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.

Course 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

• Added-value
• Tracking media buys
• Auditing
• Posting and under delivery

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. 

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.

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

1. In the online classroom, listen to audio lectures, view slides, even take an optional quiz to test yourself.
2. Then post comments in the online discussion with your fellow participants and the instructor.  Your instructor logs on at least once a day to answer questions and join in on the discussion.

3. Readings are assigned for each day from the textbooks provided at registration.

4. Participate any time of day or night. The ideal is to go online 2-3 times a day since they are week-long courses, but you decide.

Discussion

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.

Technical Requirements

• Internet access with Internet Explorer; Firefox Mozilla; or Safari web browser.
• Audio software such as Windows Media, Real, or Flash.
• Speakers to listen to audio.

About the Instructor

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.

Tuition:

One-month course, $195.

Who Should Attend:

Business Managers and Marketing Professionals that want desire the knowledge of media buying strategies to promote their organization and boost sales and profits.

Schedule:

Summer Session: 7/1/2013 - 7/26/2013
(Late Registration Deadline: 7/5/2013)

Location:

Online