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At the conclusion of this four-week course, your participants will have the confidence to be contributing team members in navigating and decoding the contemporary media landscape.

The program consists of 4 live, virtual instructor-led sessions that include break-out groups and the development of strategic responses to a case study. Participants will also gain access to a digital toolkit, full of insights, explanations, and examples to help them along the way.
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Session Outlines
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Session 1: The World of Media

The Role of Media Across the Marketing/Advertising Ecosystem (Identifying Your Role)
Digital Disruption: Past/Present/Future
Timeless Principles and Timely Execution: Creating the best of \"Old and New\"

Session 2: Audiences and Measurement

Audience Attention: Where it is in the media landscape/What we can learn from it
Audience Targeting: The mass vs addressable debate
The Rise of Influencers
Contemporary Audience Measurement (Essential Terminology for Today/Future)

Session 3: Strategic Media Plans (Art and Science)

Media Planning Architecture
Setting Meaningful and Measurable Objectives
Three Strategic Approaches (No Right/Wrong)
Selecting the Best Option (Evaluating Tradeoffs)

Session 4: Media Marketplaces

Different Ways Media are Bought and Sold
An Investor’s Approach: Access, Liquidity, Efficiency and Brand Safety
Programmatic Essentials
Media Buying in a Post-Cookie World

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Judy Franks is a Clinical Professor in the IMC degree program at Northwestern University where she teaches media and consumer insight courses in the Integrated Marketing Communications program at the Medill School.

She joined Northwestern’s faculty in 2008 following a 23-year career in Chicago ad agencies–Leo Burnett, Starcom, FCB, Tatham (now Havas), and Energy BBDO where she led media strategy and communications planning for an array of clients across multiple industry sectors.

Judy Franks is the author of the text, “Media: From Chaos to Clarity.” This text (now in its 2nd edition) is widely circulated in both the marketing and advertising industry sectors and across several universities (NYU Stern School of Business among others).

She has also published chapters on Paid, Owned, and Earned Media as well as advances in Programmatic Television Advertising. Her current research focuses on the Attention Economy and how ad-free subscriptions are impacting the supply of attention that remains in the advertising ecosystem.

Franks is also the founder of The Marketing Democracy™ a global communications planning consultancy that has served blue-chip marketers, top marketing services agencies, and the media in integrating content and connection in a new media world since 2008. In July 2022, The Marketing Democracy™ opened its virtual doors to provide simple, affordable, and practical marketing lessons to businesses of all sizes as a means of giving back.

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Cost: $799 (4A's members, click here to get 20% off)

Schedule (all sessions are 3-5 pm ET):

Session 1: January 16

Session 2: January 23

Session 3: January 30

Session 4: February 6

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