Strategic Media Planning
Course Overview
• Understand the role of media planning in the overall marketing and advertising strategy
• Develop skills in analyzing target audiences and media consumption habits
• Learn how to select appropriate media channels and tactics to reach target audiences effectively
• Gain knowledge in media buying and negotiation techniques
• Develop skills in measuring and evaluating media campaign performance
Training Format:In-class, Virtual, In-house
Location:Lagos, Accra, Nairobi, Kigali
Language:English, French
Nigeria Price:
₦330000
Int'l., (Nigeria) Price:
$1000
Ghana Price:
$4000
Kenya Price:
$5500
Rwanda Price:
$6000
Nigeria Price:₦330000
Int'l., (Nigeria) Price:
$1000
Ghana Price:
$4000
Kenya Price:
$4000
Rwanda Price:
$4000
Nigeria Price: ₦330000
Int'l., (Nigeria) Price:
$1000
Ghana Price: $4000
Kenya Price: $4000
Rwanda Price: $4000
Introduction to Media Planning
• Definition and importance of media planning
• Role of media planning in the marketing mix
• Relationship between media planning and other marketing disciplines
Target Audience Analysis
• Demographic, psychographic, and behavioral segmentation
• Media consumption habits and preferences
• Identifying target audience touchpoints
Media Channel Selection
• Traditional media channels (TV, radio, print, outdoor)
• Digital media channels (search, display, social, video)
• Emerging media channels (mobile, content marketing, influencer marketing)
• Factors influencing media channel selection
Media Mix Optimization
• Reach, frequency, and effective frequency
• Media scheduling and flighting
• Synergies between media channels
• Optimizing media mix for maximum impact
Media Buying and Negotiation
• Media buying process and terminology
• Negotiation techniques and tactics
• Evaluating media proposals and rates
• Leveraging media partnerships and sponsorships
Campaign Measurement and Evaluation
• Key performance indicators (KPIs) for media campaigns
• Measuring campaign effectiveness and return on investment (ROI)
• Optimizing campaigns based on performance data
• Reporting and presenting campaign results
FOR WHOM:
Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector
1ST BATCH: Tuesday, February 10, 2026 — Friday, February 13, 2026.
2ND BATCH: Tuesday, June 2, 2026 — Friday, June 5, 2026.
3RD BATCH: Monday, September 28, 2026 — Wednesday, September 30, 2026.
The training methodology integrates lectures, interactive discussions, collaborative group exercises, and
illustrative examples. Participants will acquire a blend of theoretical insights and hands-on practical
experience, emphasizing the application of learned techniques. This approach ensures that attendees return
to their professional environments equipped with both the competence and self-assurance to effectively
implement the acquired skills in their responsibilities.
