How To Set A Marketing Budget

Who should attend the course?

Marketing managers and brand managers. This course is designed for smart advertisers, big and small, who want to set the optimum budget levels to achieve their goals.

What the course will deliver

You’ll leave with practical knowledge of budget setting techniques that you can start using right away to meet your brand’s goals.

Course overview

This module is designed to give advertisers an understanding of the most up to date techniques that can be used to set media budgets. Media budget setting is one of the most important marketing tasks yet it is too often handled in a ‘hit-and-hope’ fashion.

From Share-of-Voice vs. Share-of-Market all the way to Econometrics, you’ll see a range of approaches to budget setting that use your own data, plus industry learnings from across the globe. You’ll see case histories showing the great results that can be delivered – minimising wastage and maximising return on advertising investment.

Course Content

• Introduction to budget setting
• Task related budgets
• SOV vs. SOM
• International studies
• Case histories – applying media budget setting techniques
• Summary – practical approaches for advertisers