This training day is part of the 7-day Mini MBA Meaningful Marketing programme and can also be followed as a standalone module. It explores how to develop effective media strategies, select the right channel mix, and maximise the impact of marketing investments in today's fragmented media landscape.

You'll examine how media planning has evolved in response to changing consumer behaviour and the growing importance of attention across multiple platforms. The day covers the complementary roles of paid, owned and earned media, while providing insights into the unique characteristics of the Belgian media landscape and the challenges of planning across two distinct linguistic and media ecosystems. In the second session, you'll learn how to evaluate channel choices based on marketing objectives rather than habit or budget, explore the growing role of retail media, and gain a practical understanding of media effectiveness and ROI. You'll also discover how to interpret platform metrics critically, recognising both the value and the limitations of the data available.

Whether you join this module on its own or as part of the full Mini MBA, you'll leave with practical frameworks to build smarter media strategies, optimise channel investments, and measure marketing performance with greater confidence.

This course is part of the Mini-MBA Meaningful Marketing. View the full training program.

Questions?

Do you want detailed information about the trainings and which of them best suit your profile?

Contact Nathalie Prieto, Head of activities & sponsoring +32 472 10 20 85 - nathalie.prieto@marketing.be