Media Planning Strategies

AY2025/2026 Semester 2

This course aims to equip prospective advertising professionals with the analytical skills to develop a media plan and optimize campaign strategies. It will enable you to provide data-driven insights on how to deliver a brand's message to the right audience while staying within budget and fulfilling campaign objectives. Upon completing this course, you will be able to (i) assess the target audience's media preferences, (ii) set campaign objectives, KPIs, and allocate budgets, (iii) select an appropriate mix of media channels, and (iv) adjust advertising tactics based on the target audience's feedback to optimize campaign performance. It is designed for communication or marketing undergraduates who are preparing for entry-level roles in market research, media planning and buying.