An Interactive 5-Day Training Course
Strategic Media Planning
Using Media Efficiently and Effectively
Course Overview
This GLOMACS training seminar on strategic media planning looks at the process required to deliver your organisation’s messages to the right target audience in an effective manner within your budget.
Over the past two decades the emergence of digital media has entirely changed the media landscape and has blurred the distinctions between marketing and PR/communications. Paid for media in the form of advertising is no longer the automatic norm. Media planning determines the best combination of media to achieve campaign goals. This course looks closely at the nature of the mix between paid-for, earned and owned media.
Successful media planning involves setting clear objectives and strategies to accomplish your business objectives. Media planning involves; market analysis, establishment of media objectives, media strategy development and implementation, and evaluation and follow-up. A media plan should reflect significant research that produces a detailed rationale for all media activities. Information that should be included in a media plan is the objective, strategy, rationale, execution and summary.
This GLOMACS training seminar will highlight the following key topics:
- Audience planning, targeting and segmentation
- Research techniques for customer insight.
- Audience measurement and media metrics
- How to allocate a media budget across channels.
- Analyse strengths of a range of media
- Media strategy and strategic thinking.
Training Outline
DAY 1: Media Trends Analysis
- The impact of digital media
- Changing consumer habits and attitudes
- Using secondary sources of media data.
- The rise of Direct To Consumer post Covid 19 - Search Engine and Email marketing
- Content Marketing and Relationship Marketing
- POEM – Paid, Owned and Earned Media
DAY 2: Auditing your communications
- Reviewing your channel output
- Assessing the effectiveness of your channel mix
- Stakeholder analysis
- Competitor communications analysis
- Analysing messaging across the organisation
DAY 3: Developing a Media Strategy
- Audience mapping
- SWOT and PESTLE analysis
- Setting SMART objectives and KPIs
- Brand positioning, tone and promise
- Build successful campaigns
- Message and content development
DAY 4: Planning Your Media Mix
- Marketing Communication
- Multi-channel strategy development
- Bringing your call centre/service hub into alignment
- Creating an editorial calendar
- Media buying
- Selecting and using agencies
DAY 5: Media Measurement and Action Planning
- Executing on your media plan.
- Evaluating the results
- Developing a suite of metrics including free tools
- Action Planning
- Planning models
- Final assignment
Certificates
- On successful completion of this training course, GLOMACS Certificate will be awarded to the delegates
- Continuing Professional Education credits (CPE) : In accordance with the standards of the National Registry of CPE Sponsor, one CPE credit is granted per 50 minutes of attendance
Accreditation
GLOMACS is registered with NASBA as a sponsor of Continuing Professional Education (CPE) on the National Registry of CPE Sponsors. NASBA have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.
All Training Seminars delivered by GLOMACS by default are eligible for CPE Credit.
Providers and Associations
About Saudi Glomacs
At Saudi GLOMACS, we specialize in delivering world-class training courses in Saudi Arabia and across various international locations. Our training courses are tailored to meet the unique demands of Saudi Vision 2030 and the Human Capability Development Program, focusing on empowering Saudi citizens and enhancing workforce skills. We offer diverse courses spanning leadership, management, engineering, and technical disciplines to cultivate expertise and drive professional growth. Our flexible learning options—whether in-person, online, or in-house—ensure accessibility and convenience for individuals and organizations alike.
With over 30+ years of experience through the GLOMACS global network, we are committed to delivering innovative, results-driven training solutions. Our expert instructors combine industry knowledge with dynamic teaching methods, fostering practical skill development and long-term career success. By choosing Saudi GLOMACS, you're investing in personal excellence and contributing to the Kingdom’s sustainable economic growth and vision-driven transformation.
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