Hello! This post is the first instalment of a six-part series I’m creating as part of the Global Media Planning module for my Masters in Marketing and Digital Communications. Each instalment will tackle a different question from the assignment brief, and I’ll be sharing my progress along the way. The final assignment submission will bring everything together by focusing on three of the most important questions. Whether you’re interested in global media planning or just curious about the behind-the-scenes of a master’s assignment, I hope you find these insights useful. Thanks for following along!

Over the next couple of weeks I'll be publishing a six-part series of posts on the topic of “Global Media Planning”, which I'm writing as part of my master’s degree in marketing and digital communication. I'll provide an overview of the major themes and challenges facing media planners, advertisers and marketers in today’s international environment.

Across six posts, I'll explore a range of issues that shape how media is planned and executed globally. The series will look at the barriers advertisers face, the ethical and privacy considerations that influence decision making, and the importance of audience inclusion in an increasingly digital world. I'll also examine the impact of artificial intelligence, the ways in which evolving consumer behaviour and audience fragmentation are changing the industry, and how performance is measured in global campaigns.

Each post will draw on academic research and industry insight to offer clear explanations and practical perspectives. I hope this series will be useful for anyone interested in understanding and navigating the complexities of global media planning.

Stay tuned for the first instalment.