Intro to Digital Media Buying Curriculum

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Curriculum

Intro to Digital Media Buying

Understand the business of buying attention: channels, pricing models, and measurement.

Duration: 12 Weeks

Level: Beginner

Study Time: 2 hours/week + labs

School: Hexadigitall Academy

Welcome to Intro to Digital Media Buying! 🎓

This curriculum is designed to take you from core understanding to confident delivery through weekly applied practice, measurable outcomes, and portfolio evidence.

Each week builds progressively with practical tasks, implementation checkpoints, and reflection points so you can convert knowledge into repeatable professional performance.

Your success is our priority. Stay consistent with weekly execution, document your work, and use feedback loops to continuously improve your delivery quality.

Essential Resources

Project Charter template, WBS examples, and stakeholder analysis worksheets
Risk register, change log, and lessons learned repository templates
ROI calculation models, benefits tracking dashboards, and governance frameworks

Learning Roadmap

Early Weeks: Project fundamentals, planning, and stakeholder management
Middle Weeks: Execution excellence, risk management, and adaptive strategies
Late Weeks: Delivery validation, lessons learned, and strategic impact
Audience Targeting and Segmentation
Budget Allocation, Bids, and Pacing
Creative Briefs and Ad Format Selection
Media Plans, Flighting, and Channel Mix
Tracking, Pixels, and Attribution Basics
Reading Platform Reports and Diagnosing Performance
Brand Safety, Fraud, and Quality Controls
Optimization Loops and Reporting to Stakeholders
Capstone: Build and Defend a Basic Media Plan

Detailed Weekly Curriculum

Each week includes outcomes and practical lab work aligned to the curriculum structure.

Week 1

Media Buying Fundamentals and Auction Economics

2 hours/week + labs

Learning Outcomes

Identify the principles of Media Buying Fundamentals and Auction Economics and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Explain Media Buying Fundamentals and Auction Economics in a guided scenario using realistic tools, constraints, and quality gates.
Apply trade-offs, risks, and decision points for Media Buying Fundamentals and Auction Economics, then record rationale for stakeholder review.
Document a portfolio-ready delivery strategy memo for Media Buying Fundamentals and Auction Economics with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 2

CPM, CPC, CPA, and Performance Metrics

2 hours/week + labs

Learning Outcomes

Identify the principles of CPM, CPC, CPA, and Performance Metrics and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Explain CPM, CPC, CPA, and Performance Metrics in a guided scenario using realistic tools, constraints, and quality gates.
Apply trade-offs, risks, and decision points for CPM, CPC, CPA, and Performance Metrics, then record rationale for stakeholder review.
Document a portfolio-ready delivery strategy memo for CPM, CPC, CPA, and Performance Metrics with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 3

Search, Social, Video, and Programmatic Channels

2 hours/week + labs

Learning Outcomes

Identify the principles of Search, Social, Video, and Programmatic Channels and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Explain Search, Social, Video, and Programmatic Channels in a guided scenario using realistic tools, constraints, and quality gates.
Apply trade-offs, risks, and decision points for Search, Social, Video, and Programmatic Channels, then record rationale for stakeholder review.
Document a portfolio-ready delivery strategy memo for Search, Social, Video, and Programmatic Channels with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 4

Audience Targeting and Segmentation

2 hours/week + labs

Learning Outcomes

Identify the principles of Audience Targeting and Segmentation and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Explain Audience Targeting and Segmentation in a guided scenario using realistic tools, constraints, and quality gates.
Apply trade-offs, risks, and decision points for Audience Targeting and Segmentation, then record rationale for stakeholder review.
Document a portfolio-ready delivery strategy memo for Audience Targeting and Segmentation with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 5

Budget Allocation, Bids, and Pacing

2 hours/week + labs

Learning Outcomes

Apply the principles of Budget Allocation, Bids, and Pacing and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Analyze Budget Allocation, Bids, and Pacing in a guided scenario using realistic tools, constraints, and quality gates.
Evaluate trade-offs, risks, and decision points for Budget Allocation, Bids, and Pacing, then record rationale for stakeholder review.
Document a portfolio-ready delivery strategy memo for Budget Allocation, Bids, and Pacing with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 6

Creative Briefs and Ad Format Selection

2 hours/week + labs

Learning Outcomes

Apply the principles of Creative Briefs and Ad Format Selection and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Analyze Creative Briefs and Ad Format Selection in a guided scenario using realistic tools, constraints, and quality gates.
Evaluate trade-offs, risks, and decision points for Creative Briefs and Ad Format Selection, then record rationale for stakeholder review.
Document a portfolio-ready delivery strategy memo for Creative Briefs and Ad Format Selection with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 7

Media Plans, Flighting, and Channel Mix

2 hours/week + labs

Learning Outcomes

Apply the principles of Media Plans, Flighting, and Channel Mix and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Analyze Media Plans, Flighting, and Channel Mix in a guided scenario using realistic tools, constraints, and quality gates.
Evaluate trade-offs, risks, and decision points for Media Plans, Flighting, and Channel Mix, then record rationale for stakeholder review.
Document a portfolio-ready delivery strategy memo for Media Plans, Flighting, and Channel Mix with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 8

Tracking, Pixels, and Attribution Basics

2 hours/week + labs

Learning Outcomes

Apply the principles of Tracking, Pixels, and Attribution Basics and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Analyze Tracking, Pixels, and Attribution Basics in a guided scenario using realistic tools, constraints, and quality gates.
Evaluate trade-offs, risks, and decision points for Tracking, Pixels, and Attribution Basics, then record rationale for stakeholder review.
Document a portfolio-ready delivery strategy memo for Tracking, Pixels, and Attribution Basics with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 9

Reading Platform Reports and Diagnosing Performance

2 hours/week + labs

Learning Outcomes

Analyze the principles of Reading Platform Reports and Diagnosing Performance and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Evaluate Reading Platform Reports and Diagnosing Performance in a guided scenario using realistic tools, constraints, and quality gates.
Create trade-offs, risks, and decision points for Reading Platform Reports and Diagnosing Performance, then record rationale for stakeholder review.
Defend a portfolio-ready delivery strategy memo for Reading Platform Reports and Diagnosing Performance with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 10

Brand Safety, Fraud, and Quality Controls

2 hours/week + labs

Learning Outcomes

Analyze the principles of Brand Safety, Fraud, and Quality Controls and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Evaluate Brand Safety, Fraud, and Quality Controls in a guided scenario using realistic tools, constraints, and quality gates.
Create trade-offs, risks, and decision points for Brand Safety, Fraud, and Quality Controls, then record rationale for stakeholder review.
Defend a portfolio-ready delivery strategy memo for Brand Safety, Fraud, and Quality Controls with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 11

Optimization Loops and Reporting to Stakeholders

2 hours/week + labs

Learning Outcomes

Analyze the principles of Optimization Loops and Reporting to Stakeholders and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Evaluate Optimization Loops and Reporting to Stakeholders in a guided scenario using realistic tools, constraints, and quality gates.
Create trade-offs, risks, and decision points for Optimization Loops and Reporting to Stakeholders, then record rationale for stakeholder review.
Defend a portfolio-ready delivery strategy memo for Optimization Loops and Reporting to Stakeholders with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 12

Capstone: Build and Defend a Basic Media Plan

2 hours/week + labs

Learning Outcomes

Analyze the principles of Capstone: Build and Defend a Basic Media Plan and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Evaluate Capstone: Build and Defend a Basic Media Plan in a guided scenario using realistic tools, constraints, and quality gates.
Create trade-offs, risks, and decision points for Capstone: Build and Defend a Basic Media Plan, then record rationale for stakeholder review.
Defend a portfolio-ready delivery strategy memo for Capstone: Build and Defend a Basic Media Plan with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Capstone Projects

Project 1: Targeting and Budget Pilot Plan

Create a pilot media plan with audience segmentation, initial channel split, and budget pacing model for a single campaign objective.

Audience and channel planning workbook
Budget and pacing assumptions sheet
Pilot launch readiness checklist

Project 2: Measurement and Optimization Framework

Build tracking, attribution, and reporting structure for an active campaign, including weekly diagnostic and optimization routines.

Tracking and attribution setup map
Performance diagnosis and optimization log
Stakeholder reporting template

Project 3: Capstone: Defensible Media Buying Strategy

Deliver and defend a complete media buying strategy with channel rationale, forecasting, quality controls, and optimization plan tied to business outcomes.

Comprehensive media plan and forecast
Risk and quality control governance notes
Executive-ready defense presentation