Learn all about Advertising Media Planning with TECH and you will highlight your profile in any advertising or creative agency, assuming a position of responsibility that organizes the day-to-day running of the team" 

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Analysis

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TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.  

At TECH, you will have access to the most rigorous and up-to-date case studies in the academic community”

The Postgraduate diploma in Advertising Media Planning comprises a complete program structured in three modules, whose content has been elaborated by experts of the sector so that the student enters into all the concepts of the current advertising language, knowing in depth the operation of each of the steps involved to achieve a planning of the different media in which it is inscribed. In this way, the professionals will master the key aspects of the different advertising media, through quality content to make their profile stand out in a competitive environment. 

If you have an organizational profile and leadership skills you are halfway there. Complete the journey to the finish line with this quality, results-focused curriculum" 

Syllabus

The Postgraduate diploma in Advertising Media Planning of TECH Global University is an intensive program that prepares the student to master Advertising Media Planning.

The content of the Postgraduate diploma is designed to promote the development of managerial skills that allow the student to make decisions with greater rigor in uncertain environments, facing the business challenges that may arise in the advertising field to position a product, service or company through different media.

Throughout 450 hours of preparation, the student will analyze a multitude of practical cases through individual and teamwork. It is, therefore, an authentic immersion in real business situations, which will position the professional's profile.

In this way, the Postgraduate diploma focuses on the knowledge of corporate identity and the use of social networks to know how to focus on promotion, positioning or sales through the media that are booming. A curriculum designed to specialize professionals in the business environment and orient them towards this sector from a strategic, international and innovative perspective.

Therefore, this program is designed for students, focused on their professional improvement, preparing them to achieve excellence in a field focused on results, with innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide them with the skills to develop successfully in this environment.

This Postgraduate diploma takes place over 6 months and is divided into 3 modules: 

Module 1. Advertising Media Planning
Module 2. Corporate Identity
Module 3. Integrated Marketing Communication

Where, When and How is it Taught?

TECH offers the possibility of taking this program completely online. Throughout the 6 months of program, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time.

Module 1. Advertising Media Planning

1.1. Once Upon a Time: The Strategy 

1.1.1. History of the Strategy 
1.1.2. Application of the Strategy to other Social Disciplines 
1.1.3. Scientific Recognition of the Strategy 

1.2. Strategic Thinking

1.2.1. Strategic Dimension 
1.2.2. What is a Strategic Plan? 
1.2.3. Structure 

1.3. Strategic Communication vs. Types of Strategies 

1.3.1. Features of Strategic Communication 
1.3.2. Communication Strategies 
1.3.3. Types of Strategies 

1.4. Execution of the Advertising Planning Process 

1.4.1. History of Advertising Planning 
1.4.2. What Does a Planner Do? 
1.4.3. The Planner in the Agency's Work Process 
1.4.4. Account Management and Planning 

1.5. General Work Development Model 

1.5.1. Advertiser's Order 
1.5.2. Strategic Process 
1.5.3. Strategic Consulting 

1.6. Conventional Media 

1.6.1. Transition to Social Environments 
1.6.2. Hybrid Media 
1.6.3. Internet 
1.6.4. Orbyt Case 

1.7. Digital Media Planning 

1.7.1. Time of Purchase Decision 
1.7.2. Web Positioning 
1.7.3. Formats 
1.7.4. Brand Strategies 
1.7.5. Measurement 
1.7.6. e-Commerce and Social Commerce 

1.8. Strategic Plan in 7 steps 

1.8.1. Brand Analysis 
1.8.2. Identify the Target 
1.8.3. Defining Objectives 
1.8.4. Identify the Brand's Differential Value Proposition 
1.8.5. Choosing Communication Channels 
1.8.6. Create the Campaign Calendar 
1.8.7. Analysis and Measurement of Results 

1.9. Future of Planning 

1.9.1. Past 
1.9.2. Present 
1.9.3. Future 

1.10. Audience 

1.10.1. Hourly TV Ratings 
1.10.2. Prime Time in TV 
1.10.3. Gpr’s 

Module 2. Corporate Identity 

2.1. The Importance of Image in Businesses 

2.1.1. What is Corporate Image? 
2.1.2. Differences between Corporate Identity and Corporate Image 
2.1.3. Where can the Corporate Image be Manifested? 
2.1.4. Corporate Image Change Situations. Why Achieve a Good Corporate Image? 

2.2. Research Techniques in Corporate Image 

2.2.1. Introduction 
2.2.2. The study of the Company's Image 
2.2.3. Corporate Image Research Techniques 
2.2.4. Qualitative Image Study Techniques 
2.2.5. Types of Quantitative Techniques 

2.3. Image Audit and Strategy 

2.3.1. What is Image Audit? 
2.3.2. Guidelines 
2.3.3. Audit Methodology 
2.3.4. Strategic Planning 

2.4. Corporate Culture 

2.4.1. What is Corporate Culture? 
2.4.2. Factors Involved in Corporate Culture 
2.4.3. Functions of Corporate Culture 
2.4.4. Types of Corporate Culture 

2.5. Corporate Social Responsibility and Corporate Reputation 

2.5.1. CSR: Concept and Application of the Company 
2.5.2. Guidelines for Integrating CSR into Businesses 
2.5.3. CSR Communication 
2.5.4. Corporate Reputation 

2.6. Corporate Visual Identity and Naming 

2.6.1. Corporate Visual Identity Strategies 
2.6.2. Basic Elements 
2.6.3. Basic Principles 
2.6.4. Preparation of the Manual 
2.6.5. The Naming 

2.7. Brand Image and Positioning 

2.7.1. The Origins of Trademarks 
2.7.2. What is a Brand? 
2.7.3. The Need to Build a Brand 
2.7.4. Brand Image and Positioning 
2.7.5. The Value of Brands 

2.8. Image Management through Crisis Communication 

2.8.1. Strategic Communication Plan 
2.8.2. When it All Goes Wrong: Crisis Communication 
2.8.3. Cases 

2.9. The Influence of Promotions on Corporate Image 

2.9.1. The New Advertising Industry Landscape 
2.9.2. The Marketing Promotion 
2.9.3. Features 
2.9.4. Dangers 
2.9.5. Promotional Types and Techniques 

2.10. Distribution and Image of the Point of Sale 

2.10.1. The Main Players in Commercial Distribution 
2.10.2. The Image of Retail Distribution Companies through Positioning 
2.10.3. Through its Name and Logo 

Module 3. Integrated Marketing Communication 

3.1. Below the Line Advertising 
3.2. Direct and Interactive Marketing 
3.3. Point-of-Sale Marketing Techniques 
3.4. Importance of Public Relations 
3.5. Branded Entertainment Marketing Trends 
3.6. Digital Communication Strategy 
3.7. Metrics of Digital Communication 
3.8. Importance of Social Networks 
3.9. Effective Segmentation and Social Media Tools
3.10. Advantages of Mobile Marketing 

In this Postgraduate diploma you will learn the importance of having a social media plan aligned with the company's strategic plan"