Tier 2 · Strategist Free for a limited time
Media Planning: Strategist
Lead paid media strategy at the level of the business: allocate with response curves, build annual plans, run national and bilingual programs, speak the language of finance, measure the whole portfolio, choose agency and team models, lead stakeholders and plan for uncertainty. Finishes with an annual strategy capstone reviewed by a panel.
- 8 lessons
- 8–10 hours
- 30-question exam
- 90% to pass
- Reviewed project
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What you’ll be able to do
- Use response curves and marginal returns to allocate budget across channels
- Build an annual paid media plan tied to the business plan, with scenarios and reserves
- Design national programs that respect regional and French-language markets
- Present paid media in financial terms: contribution margin, CAC payback and incremental profit
- Combine MMM, experiments and attribution into one measurement approach
- Choose agency and team models and lead stakeholders through decisions and risk
The certification
Pass the timed exam (30 questions, 60 minutes, 90% to pass) and a project scored by a reviewer to earn the Media Planning Certification: Strategist. It has its own certificate ID and a public check page, is valid for 2 years, and adds to your LinkedIn profile in one click. It also counts toward the PaidMedia.ca Strategist Certification.
PaidMedia.ca certificates are not issued or endorsed by Google, Meta or any other ad platform.