Media Planners and Buyers

High School

Although most media positions, including those at the entry level, require a bachelor's degree, you can prepare for a future job as media planner and/or buyer by taking specific courses offered at the high school level. These include business, computer science, marketing, advertising, cinematography, radio and television, and film and video. General liberal arts classes, such as economics, English, communication, and journalism, are also important, since media planners and buyers must be able to communicate clearly with both clients and coworkers. In addition, mathematics classes will give you the skills to work accurately with budget figures and placement costs.

Postsecondary Training

Media planners and buyers often have degrees in marketing or advertising. Even if you have prior work experience or training in media, you should select college classes that provide a good balance of business course work, broadcast, online, and print experience, and liberal arts studies.

Business classes may include economics, marketing, sales, and advertising. In addition, courses that focus on specific media, such as cinematography, film and video, radio and television, the Internet, and emerging technologies are important. Additional classes in journalism, English, and speech will prove helpful as well. Media directors often need to have a master's degree, as well as extensive experience working with the various media.

Other Education or Training

The 4As (American Association of Advertising Agencies) offers the Institute of Advanced Advertising Studies, 13- to 16-week courses that teach advertising professionals about topics such as positioning and branding, team building, the media landscape, and presentation skills. The 4As, American Marketing Association, the Interactive Advertising Bureau, and the Insights Association also offer webinars, workshops, and other continuing education opportunities. Contact these organizations for more information.