This program will teach you how to choose the most appropriate advertising media to carry out successful campaigns for your company” 

Corporate image is one of the factors that are considered fundamental within organizations. Currently, it is one of the most important elements that companies have at their disposal to make their public understand who they are, what they do and how they differ from the competition. Achieving an appropriate and competitive image is achieved through advertising campaigns, but, to do so, it is necessary to determine which are the media in which companies should implement these campaigns. It is a fundamental task of the advertising media planner to select the most appropriate media, so their specialization with programs such as this one is essential. Specifically, this TECH program is aimed at journalism and communication professionals, who understand the need to refresh their knowledge in this field in order to be more competitive.

It must be taken into account that today Internet is the most powerful communication channel in existence and the importance of the increasingly widespread use of the so-called "social tools" on the Internet must be valued, since they offer companies and users new ways of communication, sales, participation and knowledge exchange. Thanks to social networks, and in a fast, multidirectional and close way, companies that sell products or services can promote them, as well as analyze how they are seen by users and attend to the demands, questions and requests they have regarding that company.

In this digital field, the use of social networks is also fundamental, as they have marked a revolution in the way organizations relate to each other. This program will help students learn the true potential of social media for companies, how to create a strategic plan and how the most important platforms and tools currently work. In addition, through this program, the students will acquire knowledge relevant to online reputation, blogs and the figure of the Community Manager as responsible for generating the maximum reputation of the company.

A compendium of knowledge necessary for proper planning of advertising media that will mark a before and after in the preparation of professionals, helping them to access professional positions of great relevance in the advertising departments of companies.  

Refresh your knowledge in this field and be more effective in your daily practice” 

This Postgraduate diploma in Advertising Media Planning contains the most complete and up-to-date program on the market. The most important features include:

• The use of the latest technology in e-learning software
• The intensely visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand
• Practical case studies presented by practising experts
• State-of-the-art interactive video systems
• Teaching supported by telepractice
• Continuous updating and recycling systems
• Self-regulated learning, which makes the program completely compatible with other commitments
• Practical exercises for self-assessment and learning verification
• Support groups and educational synergies: questions to the expert, debate and knowledge forums
• Communication with the teaching team and individual reflection work.
• Content that is accessible from any fixed or portable device with an Internet connection
• Complementary resource banks that are permanently available

A high educational level program that will allow you to open new paths to your professional progress” 

The teaching staff of this program is made up of professionals from different fields related to this specialty. As such, TECH can fulfill its academic updating objective. A multidisciplinary team of experienced professionals in different environments, who will develop theoretical knowledge efficiently, but above all, will put their practical knowledge derived from their own experience at the students’ service. 

This mastery of the subject matter is complemented by the effectiveness of the methodological design. Developed by a multidisciplinary team of e-learning experts, it integrates the latest advances in educational technology. As a result, students will be able to study with a range of comfortable and versatile multimedia tools that will give them the operational capacity they need in their study process.

The design of this program is centered on Problem-Based Learning. An approach that conceives learning as a highly practical process. To achieve this remotely, telepractice is used. Therefore, with the help of an innovative interactive video system, and Learning from an Expert, the students will be able to acquire the knowledge as if they were facing the very cases being studied. A concept that will allow students to integrate and memorize what they have learnt in a more realistic and permanent way. 

A Postgraduate diploma that will enable you to work in all areas of Advertising Media Planning , with the solvency of a high-level professional.

The innovative teaching methodology of this Postgraduate diploma will allow you to learn in a dynamic and effective way. 

This comprehensive program of TECH Global University. will lead students to the highest standards of professional quality and success in the field of Advertising Media Planning, and it will achieve this thanks to a highly up-to-date program with the main developments of the field. A very well-structured syllabus that will allow students to self-direct their studies and take an intensive and fundamental educational path for their future career. 

A teaching program of high educational level that stands out among the rest of the offers in the market for its high level of updating and quality”  

Module 1. Corporate Identity

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 on TV
1.10.3. Gpr’s

Module 2. Coporate 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. Situations of Corporate Image Change. Why Get 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. Main Social Media Outlets II

2.10.1. YouTube: The Second Most Important Search Engine on the Internet
2.10.2. Main Elements
2.10.3. Advertising
2.10.4. YouTube Analytics
2.10.5. Success Stories
2.10.6. Instagram and Pinterest. The Power of Image
2.10.7. Instagram
2.10.8. Success Stories
2.10.9. Pinterest

2.11. Blogs and Personal Branding

2.11.1. Definition
2.11.2. Typologies

2.12. Tools for the Community Manager

2.12.1. Monitoring and Programming. Hootsuite
2.12.2. Specific Tools for Each Social Network
2.12.3. Active Listening Tools
2.12.4. URL Shortening Tools
2.12.5. Tools for the Generation of Content

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

A unique, key, and decisive educational experience to boost your professional development”