The objective of this course is to help participants understand through theory and practice the process of media planning and decision making, develop the ability to identify and solve media problems, make strategic and creative media decisions from the marketing perspective. The course is particularly suitable for advertisers who want to gain an understanding of media planning, media metric and applied valuation of campaign effectiveness. Knowledge acquired in this course will allow participants to strictly control the actions performed by a media agency or a freelance consultant during the implementation of a given campaign.

This course is designed for marketing specialists, brand managers, advertising specialists, market analysis and research specialists, small and medium enterprise managers, and everyone who is involved in the process of budgeting and planning the advertising communications of a company.