MEDIA PLANNING & BUYING
“Maximizing Reach, Impact, and ROI Through Strategic Media Investment”
Course Schedule
| Date | Venue | Fees |
|---|---|---|
| 04 – 05 Mar 2026 | Doha, Qatar | USD 1995 per delegate |
| 02 – 03 Jun 2026 | Doha, Qatar | USD 1995 per delegate |
Course Introduction
In a fragmented and highly competitive media landscape, strategic media planning and effective media buying are critical to ensuring that marketing campaigns deliver maximum reach, engagement, and return on investment. Success requires a deep understanding of media channels, consumer behavior, campaign objectives, and negotiation tactics.
This intensive 2-day course equips marketing professionals and media planners with the tools and techniques to create effective media strategies, select the right platforms, and negotiate cost-efficient placements. The course includes practical exercises in campaign planning, media mix optimization, and evaluating media performance using industry-standard metrics.
Course Objectives
By the end of this course, participants will be able to:
• Develop integrated media plans aligned with marketing goals and audience profiles
• Select and justify the use of digital, print, outdoor, and broadcast media channels
• Calculate media metrics such as CPM, GRP, reach, and frequency
• Evaluate media proposals and negotiate with media vendors
• Monitor and measure campaign effectiveness to optimize media investments
Key Benefits of Attending
• Learn how to balance media mix for optimal exposure and ROI
• Understand the media buying process and how to negotiate rates
• Use data to justify media recommendations and adjust strategies in real-time
• Improve collaboration between media agencies, clients, and creative teams
• Stay ahead of media trends, programmatic buying, and digital disruptions
Intended Audience
This program is designed for:
• Marketing and brand managers
• Media planners and buyers
• Advertising professionals and agency account managers
• Communications and campaign strategists
• Anyone involved in campaign budgeting or media decision-making
Individual Benefits
Key competencies that will be developed include:
• Audience targeting and media channel selection
• Cost analysis and media scheduling
• Understanding and interpreting media research data
• Evaluating advertising performance across platforms
• Making informed media buying decisions
Organization Benefits
Upon completing the training course, participants will demonstrate:
• Improved efficiency in media spending and vendor negotiations
• Increased ROI on advertising and communication campaigns
• Greater campaign consistency and message reach
• Stronger data-driven media planning and evaluation
• Better alignment of media strategies with overall marketing goals
Instructional Methdology
The course follows a blended learning approach combining theory with practice:
• Strategy Briefings – Core principles and trends in media planning and buying
• Case Studies – Real-world campaign planning and performance review
• Workshops – Media brief creation, media plan development, and budget allocation
• Peer Exchange – Group discussions on channel effectiveness and regional strategies
• Tools – Templates for media plans, buying checklists, and performance scorecards
Course Outline
Detailed 2-Day Course Outline
Training Hours: 07:30 AM – 3:30 PM
Daily Format: 3–4 Learning Modules | Coffee breaks: 09:30 & 11:15 | Lunch Buffet: 01:00 – 02:00
Day 1: Media Planning Strategy and Fundamentals
- Module 1: Media Landscape and Consumer Trends (07:30 – 09:30)
• Traditional vs digital media, audience behavior, and market fragmentation - Module 2: Setting Objectives and Defining Target Audiences (09:45 – 11:15)
• Media brief development, campaign KPIs, and segmentation - Module 3: Media Channels and Metrics (11:30 – 01:00)
• Reach, frequency, GRPs, TRPs, CPM, and media efficiency - Module 4: Workshop – Designing a Media Plan (02:00 – 03:30)
Day 2: Media Buying, Budgeting, and Campaign Evaluation
- Module 1: Media Buying Process and Vendor Management (07:30 – 09:30)
• Negotiation tactics, rate cards, added value, and contracts - Module 2: Media Budget Allocation and Scheduling (09:45 – 11:15)
• Cost models, flighting strategies, and seasonal planning - Module 3: Monitoring and Evaluating Campaign Performance (11:30 – 01:00)
• Post-buy analysis, tracking ROI, and media optimization - Module 4: Certification and Wrap-Up (02:00 – 03:30)
• Final presentation, feedback, and certificate distribution
Certification
Participants will receive a Certificate of Completion in Media Planning & Buying, confirming their ability to plan, execute, and evaluate media strategies that deliver effective and measurable marketing outcomes.