In this 3-half-day expert-led, live online class on digital/online advertising, get to understand the elements of a comprehensive digital media strategy and campaign: formats, budgets, performance, optimization, and regulations. Whether your business objective is brand awareness or sales conversion, you can definitely leverage digital media to achieve them.

 SCHEDULE: May 3, 10, & 17

 DURATION: 13:00-18:00 GMT+8

 FORMAT: 100% Live & Online

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    By the end of the 3-half-day online program, the participants will be able to grasp the different aspects of paid media: media objectives and KPIs, ad budgeting, media channels and ad formats, audience targeting, and ad-buying models and its related technologies to enable the participant to create relevant ads that will resonate with their audience.


    • Professionals who want to grow their skill set with digital advertising.
    • Entrepreneurs want to expand their business using digital advertising.
    • Career shifters who want to specialize their trade in digital advertising.
    • Digital Media Planners, Digital Media Buyers, and Marketing Analysts.

    For those who will enroll in the With CDM Certification option, you can earn a CDM Certificate after finishing the program and passing the qualifying exam. All program attendees will receive a Certificate of Participation.

    Start or accelerate your career in digital marketing! This program is part of the CDM Digital Marketing Strategist Track.

    Have questions?

    If the industry is changing, we are adapting with it.

    In the spirit of continuous improvement, we at CDM always strive to deliver the best learning experiences to our students that will help them #BeMore, impact their careers, and deliver a positive ROI for their organizations.


    Focus on Strategic Thinking

    We teach concepts, theories, and frameworks as a base for strategic thinking that allows professionals to dynamically adapt strategies rather than relying on cookie-cutter best practices.

    Bite-sized Learning Format

    Students can enjoy shorter learning sessions for CDM certification programs. Our online classes are now more spread out for a lighter CDM experience.

    70-30 Program Structure

    We optimized our curriculum to strike a balance between theory (30%) and practice (70%) and feature more individual and collaborative activities for a richer learning experience.

    Have questions?

    Program details


    • What is Media Planning?
      • CDM Digital Media Planning Framework
    • CDM Digital Media Planning Framework Phase I: Discover
      • Cross-Platform Campaign and Media Objectives
        • Defining Objectives Across Platforms
        • Aligning Performance and Brand Objectives Across Platforms
        • Objective-setting on Ad Platforms
      • Cross-Platform Conversion Funnel and Buying Methods/Cost per Unit
        • Buying Methods Recap
        • Different Buying Models Across Platforms
      • Cross-Platform Production & Media Costing
        • Production: Media Ratio
        • Now-New-Next
        • Pareto Principle
        • Funnel-based Budgeting
        • Funnel-based Target Forecasting
    • CDM Digital Media Planning Framework Phase II: Design
      •  Targeting: Universal Concepts
        • Identify, Intent, Behavior
        • Creating Audiences on Ad Platforms
        • Cookie-less Targeting
      • Ad Distribution Networks and Ad Formats
        • Facebook Ads
        • Google Search Ads
        • Google Display Networks
        • Google YouTube Ads
        • Other Ad Networks and AdTech Providers
        • Emerging Channels


    • CDM Digital Media Planning Framework Phase II: Design
      • Creating the Media Plan
        • Visual Media Schedule
        • Performance Schedule (Launch-Sustain-End)
    • CDM Digital Media Planning Framework Phase III: Qualify
      • Digital Asset Management
        • Event Tagging and Tracking
        • CTA-Landing Page Match
        • Ad Structure and Setup
        • Ad Fraud, Brand Safety, Viewability
    • CDM Digital Media Planning Framework Phase IV: Launch
      • Facebook Business Suite
        • Tools and Features
        • Performance Monitoring
      • Google Ads
        • Tools and Features
        • Performance Monitoring
      • TikTok
        • Tools and Features
      • Viber
        • Tools and Features


    • CDM Digital Media Planning Framework Phase IV: Launch
      •  Marketing Automation
        • Dynamic Creative Ads
        • Collaborative Ads
    • CDM Digital Media Planning Framework Phase V: Leverage
      • Campaign Optimization
        • Paid Media Attribution Primer
        • Paid Media Optimization Primer
        • Frequency of Optimization
        • Automatic Campaign Budget Optimization
      • Future of Media Planning
        • Recent Privacy Updates
        • Building 1st-party Data
      • Pitch Presentations

    Rate Inclusions:

    • 15 total hours of online learning sessions (lectures and collaborative activities)
    • Access to the Student Learning Portal with a library of supplementary content
    • Get a Certificate of Participation at the end of the program after full attendance
    • Get a CDM Certificate for applicable programs after passing a qualifying exam
    • Get to network will other participants and consult with Subject Matter Experts

    Get Certified by CDM
    At the end of your online classes, you will receive access to take the Certification Exam. Pass this to earn and get your official digital CDM Certification. If you didn’t apply for Certification, a Certificate of Participation will be sent to you. Showcase your certifications by linking or uploading them in LinkedIn!

    Get Immersed Online
    Unlike your regular recorded webinar and online class, CDM online classes are expert-led and live by leveraging on the Zoom platform and our Student Portal that connects our Students with our Subject Matter Experts (SMEs).

    Wherever you are, be involved and connect with SMEs and other learners, ask questions, and interact on class activities. The CDM Support Team will also be there to make sure everyone is engaged, moderate the class, and support you on Q&A, and other challenges.

    Collaborative Learning
    We designed our classes to strike a balance between theory (30%) and practice (70%) by featuring more individual and collaborative activities for a richer learning experience. A good mix of learning tools and apps will be used including Thinkific, Kahoot, Mentimeter, and Google Jamboard, to name a few.

    In the activities, you will be asked to solve real business and marketing cases so you can sharpen your analytics and strategic skills. Work with your learning teams through virtual breakout rooms.

    Never Stop Learning
    Get additional learning content and go through asynchronous (self-paced) case studies and reflection activities in between sessions via our Student Portal to boost your upskilling!

    Our programs are conducted by Subject Matter Experts (SMEs) who are industry experts and thought leaders in their respective fields. CDM boasts a 200+ SME network as partners who provide ongoing feedback on our program design.

    Your class will be taught and facilitated by a mix of SMEs coming from this line up.

    Shayne has been in the media industry for more than 16 years, having spent her advertising agency journey with Starcom, Carat, UM, Mediacom, iProspect, and now as Chief Digital Officer of Havas Media-Ortega.

    She brings with her rich experiences from traditional media to digital, from media planning and buying to business development and performance marketing. True to her media craft, Shayne has brought home recognitions locally and regionally – three of which include Campaign Asia Digital Agency of the Year Award 2017, '40 under 40' individuals in APAC, and one of the Women to Watch also by Campaign Asia in 2016 and 2020 respectively.

    Shayne is a program chair and lecturer for the Digital Marketing Fundamentals Program at CDM, the Philippines’ leading provider of digital marketing training and transformation solutions.

    Shayne Madamba

    Mike Acosta is the Managing Director at The Loop PH. He was the former Head of Digital Strategy & Business Unit Head of iProspect, a performance marketing agency under the Dentsu Aegis Network where he led the strategy, planning, buying, and optimizations across different brands such as SM, Huawei Mobile, ADP Pharma, Merck, and Honda Philippines, among others.

    Mike’s work mainly revolves around media planning and execution through search, display, social, and programmatic platforms. On top of operations, he does insighting, data analysis, storytelling, visualization, and performance optimization.

    Mike Acosta

    Ash is the CEO of MetaverseGo!, a rising start-up that provides a gateway to the metaverse through its web 3.0 games, NFTs, and decentralized applications, among others.

    Before MetaverseGo!, his previous assignments include as the Head of Independent Agency for ByteDance Philippines (TikTok), the Head of Client Solutions for Meta Philippines, and the Vice President for Operations for the local unit of Southeast Asian E-Commerce giant Lazada Group.

    Ash is a program chair and lecturer for the E-Commerce Program at CDM, the Philippines’ leading provider of digital marketing training and transformation solutions.

    Ash Mandhyan

    Will is currently an MBA candidate focusing on AI/ML and product development at Kellogg School of Business and McCormick School of Engineering (Northwestern University).

    Before taking his MBA, Will was Meta's Program Manager, Privacy (Reality Labs/VR).

    Will joined Facebook (Meta) as a Commerce Solutions Lead with his interest to simplify complexities through creative strategies. Prior to Meta, his experience spans across sales and marketing with expertise in CPG and Retail. While he has moved to different roles across departments, he always brings his love for technology to fuel his ideation and performance.

    Outside corporate, he is an online entrepreneur with 3 startup brands ranging from fashion retail, coffee drinkware, and men’s grooming. He is also a graphic artist with expertise on information design— catering to clients in Asia, Europe, and North America. He also finds time practicing his passion for music – may it be through singing, choral/orchestral conducting, and sound engineering.

    Will Tan


    • BATCH 31: May 3, 10, 17 (3 Fri)
    • BATCH 32: Aug 10, 17, 24 (3 Sat)


    • 13:00 – 18:00 Philippine Time (PHT) (UTC +8) /
    • 13:00 – 18:00 Singapore Time (SGT) (UTC +8) /
    • 12:00 – 17:00 Indonesia Time (WIB) (UTC +7) /
    • 12:00 – 17:00 Vietnam Time (ICT) (UTC +7) /
    • 11:30 – 16:30 Myanmar Time (MMT) (UTC +6:30)

    Have questions?

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