Specialist Certificate · Bachelor's level · CPS-07

Communication Strategy and Media Planning

For: Communication officers and assistants, and communication managers in companies, government bodies, local authorities, NGOs and agencies who design, cost or defend a communication plan.

Pre-register

Organisation over 20 weeks

Four 5-week blocks (4 weeks of classes, 1 week of assessment). The two course units are taken unchanged from the original degree: same content, same assessments.

Blocks 1 and 2 (weeks 1 to 10): COM 231 — Communication Diagnosis and Strategy
Blocks 3 and 4 (weeks 11 to 20): COM 232 — Media, Media Planning and Media Economics

COM 231 - Communication Diagnosis and Strategy

The core of the programme: building a communication strategy that is defensible, costed and measurable.

Learning outcomes

Design a communication strategy based on an analysis of an organisation's needs and objectives.
Conduct a communication diagnosis and draw operational conclusions from it.
Develop a complete and coherent communication plan.

Content

Diagnosis: audit of communication materials, perceived image, strengths and weaknesses, listening to audiences.
Cognitive, affective and conative objectives; measurable wording.
Communication plan: targets, themes, messages, tools, timetable, budget, indicators.
Oral defence before a panel playing the role of the client.

Assessment: Group project (70%): communication plan and oral defence. Continuous assessment (30%): interim diagnosis.

COM 232 - Media, Media Planning and Media Economics

To be able to choose media and understand how they are financed.

Learning outcomes

Build a reasoned media plan in the light of audiences and budget.
Read a media outlet's business model and infer the room for negotiation.
Make trade-offs between radio, outdoor advertising, digital and community relays.

Content

Audience, reach, frequency, cost per thousand.
Principles of buying advertising space and how advertising sales houses work.
Advertising revenue, subscriptions, platforms and value capture.
Audience measurement available in the sub-region and its limitations.

Assessment: Continuous assessment (40%): analysis of a media outlet's business model. Project (60%): reasoned media plan.

Career opportunities

Communication officer, assistant communication project manager, media planning officer.

At your own pace: the self-paced pathway

In a class, this certificate takes 20 weeks, on the cohort's dates. On the self-paced pathway, you start whenever you like, online, and progress at your own pace. The price is the same.

Estimate how long my pathway will take

12 h / week · 240 hours in total

Duration: about 20 weeks
Estimated end: 20 weeks after you start
Examination: Online, subject to available slots, no earlier than 20 weeks after you start
Payment: In 1 to 5 monthly instalments, as you choose

An indicative estimate, for a start today and 240 hours of work. You can change your pace along the way; the pathway must be completed within 60 weeks (about 14 months) of your start. Your e-Campus access opens with your first payment.

Admission

Baccalauréat and experience in communication assessed on application, or second year of a Bachelor's degree in a related field (communication, information, management). Admission based on application; detailed requirements set by the school.

The credits you earn are recognised without further assessment if you later join the programme they come from, Professional Bachelor's degree in Communication Project Management, within a period set by the certificate regulations.