Bagan Digital Institute

Digital Media Planning & Buying

Learn to forecast a media budget, choose channels, buy ads and use performance data to decide where spend should move.

A marketer in a BDI T-shirt works on a media plan at a desk.
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Program overview

Build media plans from business goals and audience insights. Compare channels and ad formats, choose buying objectives and develop an optimization and reporting routine.

Who should attend

  • Media planners and buyers who want a structured campaign planning process.
  • Digital marketers managing paid social, search or video budgets.
  • Brand and agency teams reviewing media proposals and performance reports.

Tools & platforms

  • Meta Ads
  • Google Ads
  • TikTok Ads
  • LinkedIn Ads
  • Google Sheets

Syllabus

What you’ll learn.

Each module connects planning decisions with the work of running or evaluating campaigns.

  1. MODULE 01

    Objectives & KPIs

    Choose KPIs for awareness, consideration and conversion based on the brief.

  2. MODULE 02

    Audience & channel planning

    Match audience behavior to channels, ad formats and targeting options.

  3. MODULE 03

    Budgeting & forecasting

    Build a spend plan and estimate reach, traffic or conversions from planning assumptions.

  4. MODULE 04

    Buying & execution

    Set up campaign structures, objectives, placements and bidding across relevant platforms.

  5. MODULE 05

    Testing & optimization

    Read campaign signals, test creative and decide when to adjust budget or targeting.

  6. MODULE 06

    Reporting & media plan

    Translate performance into decisions and assemble a media plan for a business brief.

Interested in this program?

Ask BDI about the course content and how to register.

Course enquiry

Questions about Media Planning & Buying

Do I learn how to allocate a media budget?

Yes. You will build a spend plan, set forecast assumptions and compare what different platforms and formats can contribute to the objective.

What happens after the campaign is launched?

The course covers reading campaign signals, testing creative, deciding when to adjust spend or targeting, and explaining those decisions in a report.

What will I produce for the course project?

You will assemble a media plan from a business brief, covering objectives, audiences, platforms, budget and measurement.