Online learning from an accredited institution

Media Planning Course

This online course packs a hefty punch when it comes to learning about the pros and cons of traditional and digital media channels. Learn what constitutes a robust media strategy, why it’s so important to segment and understand your audience, and how to measure, optimise and report on performance. You’ll get an in-depth understanding of marketing channels, learn to apply integrated approaches, define your audience and how best to connect with them and measure performance to ascertain cost versus value.

“Absolutely loved my Red & Yellow online course! I did it all the way from the Netherlands while working full time so it’s definitely possible to do it in between your normal tasks. The team is super supportive and understanding if you need more time to complete specific assignments. Would definitely recommend!”

Noluyanda Nolu Roxwana

Campaign Manager at Studyportals

Creating valuable brand experiences across all media touchpoints with an integrated approach

This course was originally developed for a multinational client, to help their teams understand the value of an integrated channel approach to marketing.

The separation between ‘traditional’ and ‘digital’ advertising is a myth; all your channels and touchpoints need to be approached from the perspective of a holistic brand experience.

Consumers don’t separate digital, physical, and broadcast touchpoints, and evaluate them as such – they regard them as proof points or deal breakers on a journey that either ends with brand loyalty (and commercial success) or disappointment.

What you’ll learn

  •  The pros and cons of traditional and digital media channels
  • Why it’s important to segment and understand your audience
  • What constitutes a robust media strategy
  • Get an in-depth understanding of marketing channels
  • Learn to apply integrated approaches

This course is perfect for:

  • Anyone who works in any form of advertising or marketing communications, or anyone who intends to enter the field. 
  • This course is essential for anyone involved in media planning, marketing communications and advertising, and related fields.

Understand and apply crucial media planning skills that will optimise your brand and keep you ahead of the game.

This course is built and taught by media planning experts who understand the value this discipline brings to business.

This course is ideal for people who want to creatively market their product or service with an elevated mindset.

Be recognised with an industry centric Red & Yellow certificate, giving you a blend of theoretical knowledge and hands-on skills.

Red & Yellow courses are made to future-proof your career

Our courses are designed to accelerate opportunities and give a boost to your CV. Top businesses across industries recognise Red & Yellow graduates as having the practical skills and the theoretical background to hit the ground running with confidence and creative flair.

  • An industry-sought-after Certificate of Completion from Red & Yellow
  • Original, relevant, and constantly updated content
  • An interactive online learning experience that includes videos, live chat sessions, forum discussions, and more

Our courses are both current and relevant to the South African context.

Applicable, practical assignments:

  •       So that you can apply what you’re learning to your everyday work life, and your specific business challenges.

Discussion Forums and Chat sessions:

  •       Helping you develop your professional network.
  •       Hosted by your coach, lecturer, or subject specialist.
  •       Ideal opportunities to discuss the content and get answers to all your questions.

Personalized feedback:

  •       Tailored to your individual strengths, and opportunities for personal improvement.

A dedicated team:

  • Acting as your “virtual” support crew whose only focus is to help get you over the finish line.

Course curriculum:

Meet your team:

This course was created by, and benefits from, our full-time lecturers’ years of experience in the field – both in lecturing and in industry. They know how to nurture talent and bring out the best in students, resulting in many award-wins over the years.

Carmen Schaefer
Head of Academics

  • 20 years in education
  • Academic Team leader at Red & Yellow
  • Authors the annual employability report

Ramiza Abdool
Lecturer / Tutor

  • A decade in digital marketing.
  • Led strategic planning for international brands.
  • Passion for understanding human behavior.
Red & Yellow Creative School of Business

About Red & Yellow

Creative thinking is the most important skill. Artificial Intelligence and robots are going to replace some of the jobs we know today.

Red & Yellow is the business school where talented people go to develop the career skills they need to thrive in this digital world.

Get inspired to study Media Planning

Get a full course infopack & a digital copy of our world renowned eMarketing Textbook for free

Uncover every aspect of digital marketing – from data analysis, SEO, and performance to content marketing, social media, and customer engagement – with our 7th Edition eMarketing Textbook.

Up-to-date statistics and eye-opening digital marketing case studies

  •         Deep dives into content mastery, advertising wonders, and the future of advertising
  •         Exclusive insights from marketing industry titans

•         A powerful focus on elevating customer experiences and crafting meaningful engagements

Hit the button below to start exploring our latest eMarketing Textbook, and get inspired to kickstart your digital marketing journey.

There is, in fact, no difference between ‘traditional’ marketing and digital marketing. They are one and the same, apart from digital being specific to a medium.

Ultimately, the aim of any type of marketing is to keep and grow a customer base and stimulate sales in the future. Digital communication tools contribute to connecting and building long-term relationships with customers. 

Understanding your market is the foundation of every marketing activity, online or off. If you don’t know who you’re speaking to or what your audience cares about, it’s unlikely that your message will resonate with them.

Market research will define the content you create across channels like email marketing, digital copywriting, SEO, and online advertising. It helps you find your audiences on social channels by indicating where they spend most of their time and how they like interacting with your brand. It also helps you meet their needs by defining the touchpoints they expect from your brand, especially when it comes to creating web and mobile channels.

The more data you can gather about your audience, the better you will be able to optimise and improve your marketing efforts. Market research is an excellent supplement to the quantitative data you can gather through data analytics.

Explore our latest blog posts


Go to Top