Media Management

General

Program Description

Media Management

KEY INFORMATION

  • Course Code: MPRS102B3
  • Duration: 3 days
  • Fee: £1605

COURSE OUTLINE

Media – Principles and Practice

  • Media classification – by form
  • Media classification – by source
  • Media classification – by function
  • Linear media
  • Interactive media

Social, Search and Other Interactive Media

  • Interactive media advertising
  • Search engine marketing
  • Social media
  • Other forms of interactive media

Media Planning: Reaching Audiences

  • The media mix
  • Switching behaviour
  • Vehicle selection
  • Recency planning
  • Media buying: the block plan and automation
  • Media source effects

Target audience

This media training course is suitable for:

  • Chief Communications Officers
  • Marketing and communications directors, managers, executives and staff.
  • Those who wish to understand how brands create communications and engage audiences in brand conversations.
  • Those employed by governmental, charitable, other not-for-profit and third-sector organizations who need to communicate with a range of stakeholders.
  • Those who wish to develop insights into the reasoning behind the marketing communications activities used by organizations.

Learning outcomes

Upon completion of this media courses, you will be able to understand:

  • Three main ways in which media can be classified.
  • Differences between linear and interactive media.
  • Trends and primary characteristics of each type of linear media.
  • Different characteristics associated with interactive media, and what interactive media enable people to do.
  • Issues associated with multichannel campaigns and the role of media within a retailing context.
  • The dynamics associated with direct-response media.
  • How advertising can be used in an interactive context.
  • Search engine marketing and the main features of both pay-per-click and search engine optimization.
  • Characteristics and value of marketing communications through social media.
  • Characteristics associated with viral marketing, weblogs and microblogging, podcasting, and online communities.
  • Features of email marketing communications and how the use of SMS, apps, widgets, affiliate marketing and augmented reality can enhance marketing communications.
  • Principles associated with media planning and the impact of media and audience fragmentation.
  • Various theories concerning different media and related switching behaviors.
  • Key concepts used in linear media selection: reach and cover, frequency, duplication, rating points and CPT.
  • The concept of repetition and the debate concerning effective frequency and recency planning.
  • Planning issues related to interactive media and scheduling.
  • Media source effects as an important factor in media selection, placement, and timing.

WHAT IS INCLUDED:

  • 18 hours of classroom-based training
  • Apple iPad
Last updated September 2019

About the School

London Business Training & Consulting (LBTC) is the UK’s premier business and management training and consulting service provider. We cater to both individual and organisational clients from all o ... Read More

London Business Training & Consulting (LBTC) is the UK’s premier business and management training and consulting service provider. We cater to both individual and organisational clients from all over the world. Read less