**Establishing the media strategy

There's a growing expectation of marketers to balance multiple forms of media. Without a robust media strategy, this can quickly become unmanageable.

In this lesson, you will gain an understanding of the key criteria to consider when choosing media channels. Using practical exercises and industry case studies, you will learn to use media research and consumer insights to create a media strategy tailored to your marketing objectives.

Lesson objectives:

• The importance of developing a media strategy
• How to access media research and consumer insight
• Criteria to consider when choosing media channels

Course of origin: DMA Postgraduate Marketing Diploma

This lesson is recommended for marketing leaders who want to build effective customer-centric communication strategies.

Level: Marketing leadership L7

Estimated completion time: 4 hours