NEVADA | PROFESSIONAL EXPERIENCE

Program Professional Framework

ISM Endorsed Marketing Communications and Media Planning Workshop

Program Overview

Effective marketing communication depends on placing the right message in front of the right audience at the right cost. This hands-on workshop covers integrated marketing communications planning and the technical side of media planning: audience definition, communication objectives, media mix selection across television, radio, outdoor, print and digital, reach, frequency, GRPs and CPM, programmatic and social buying, flighting and budget allocation, and post-campaign evaluation. Exercises use the media landscape and audience behaviour of Gulf markets, including bilingual and expatriate audiences.

Learning Outcomes

✓Set communication objectives and define target audiences using demographic and behavioural data.
✓Develop an integrated marketing communications plan that coordinates messages across channels.
✓Calculate and interpret reach, frequency, GRPs, CPM and cost per acquisition.
✓Build a media plan with channel mix, flighting pattern and budget allocation.
✓Evaluate programmatic, social and influencer buying options against campaign goals.
✓Assess campaign delivery and effectiveness through post-campaign analysis.

Target Audience

Marketing communication managers and executives
Media planners and media buyers
Brand and product managers
Agency planning and account staff

Detailed Program Modules

01Integrated Marketing Communications

IMC principles and planning process
Communication objectives and the purchase funnel
Message strategy and creative consistency

02Audience and Media Insight

Defining target audiences
Media consumption in Gulf markets
Audience data sources and research

03Media Metrics

Reach, frequency and GRPs
CPM, CPC and cost per acquisition
Effective frequency and wear-out

04Building the Media Plan

Channel mix: TV, radio, outdoor, print and digital
Flighting, continuity and pulsing
Budget allocation and media negotiation

05Digital and Programmatic Media

Programmatic buying and audience targeting
Social media and influencer placements
Brand safety and ad fraud controls

06Evaluation and Optimisation

Campaign tracking and attribution
Post-campaign analysis
Optimising future plans

Training Methodology

Interactive expert-led sessions grounded in workplace examples

Case studies and practical exercises drawn from the region

Group workshops with peer review of decisions and deliverables

Formative feedback against clear performance criteria

Applied Project & Assessment

Applied Project

Working in teams, participants prepare a complete media plan for a product launch in a Gulf market: audience definition, IMC objectives, channel mix, reach and frequency targets, flighting chart, budget split and evaluation metrics.

Assessment

Short diagnostic at the start, practical tasks linked to each learning outcome, and evaluation of the applied project against published criteria.

University Certificate & International Accreditation

Professional Certificate accredited by Alzette University in ISM Endorsed Marketing Communications and Media Planning Workshop

International accreditation: Global Leadership Organization (GLO)