Communication and media planning is a data rich environment and deploying effective and sophisticated analysis tools is part of the remit of the modern communication and media planning analyst. Being conversant with, amenable to and comfortable with the usage of analytics to extract insights and drive decisions is going to ensure the strategic fit and role of the communication and media planner in the modern organization. Being able to bridge the gap between technical analyst and the traditional media planner confers a differentiating advantage to the learner.
The module is intended to be closely aligned to the Communications Planning and Effectiveness and Leadership in Commercial Creativity modules. On a practical level, the module will engage the learner towards marshalling and mastering various analytical tools in an in-depth group project and presentation.
It is intended to further engage the learner with analytics pertinent to the media planning context. This will be facilitated through carefully chosen examples and contexts and utilize award winning case study examples to illustrate the applications. The learner will have the opportunity to transfer the learning (facilitated and self-directed) into a tangible format through a major group-based project in which a management level report will be generated based on a media planning scenario.
- Indicative syllabus covered in the module and / or in its discrete elements
- Introduction to data analytics.
- Digital, financial and marketing metrics.
- Data management including the collection, cleansing, storage, analysis and usage of data to drive insights.
- Identification and evaluation of multiple sources of business and commercial communications data.
- Limitations and opportunities of business and commercial data.
- Budget-setting techniques and budget management.
- Creative inputs to the process of business development.
- Data analysis tools.
- Data collection and extraction.
- Data exploration and manipulation.
- Visualisation.
- Developing insights and driving decisions through analysis.
- Developing good media briefs including breaking it down and measurement through objectives and KPIs.
- Frameworks for understanding the audience, associated tools and changing patterns/trends.
- Omni-channel research, planning and implementation.
| This module is predominantly comprised of lab-based interactive sessions in which the learner is encouraged to engage with and contribute to the material by reference to their experience where available. Self-study assignments will confer on the learner an opportunity to consolidate and augment the material covered in class. Online tools and software usage will be employed, and particular emphasis will be directed towards analysis using industry tools and techniques. Analytical tools will be introduced and utilised in interactive lab-based work. Assignments, both individual and group-based, will be given with the aim of leveraging the various tools and developing analysis insights that facilitate communication and advertisement decisions. Online videos will be available for post class revision. Typical software utilised in this module may include but not be limited to MS excel, web analytics (Google), Tableau, R, Python and other industry relevant tools that can build understanding.
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| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |