Marketing Budget Planning and Media Investment

Marketing budgets in African organisations are often set by guesswork and spent reactively, leaving teams unable to defend their spend. This programme teaches marketing managers to build a budget from objectives, allocate money across channels and campaigns, plan and buy media wisely, and track spend against results so that every rand or shilling can be justified.

What you will be able to do

Build a marketing budget grounded in objectives, not last year plus a bit.
Allocate spend across channels, campaigns and the customer funnel.
Plan a media schedule across traditional and digital channels.
Negotiate and buy media to stretch a limited budget.
Track actual spend against budget and reallocate as needed.
Defend marketing investment to finance and leadership.

Course outline

01Approaches to setting a marketing budget
02Building a budget from objectives
03Allocating spend across channels and funnel
04Media planning across traditional and digital
05Media buying and negotiation basics
06Tracking spend against budget
07Reallocating for better performance
08Defending marketing investment to leadership

Who should attend

Marketing managers, brand managers and marketing coordinators responsible for planning, allocating and controlling a marketing budget and media spend.

Dates, venues and fees

Dates	Venue	Days	Fee
17 to 18 Aug 2026	Durban	2	R10,000
24 to 25 Aug 2026	Johannesburg	2	R10,000
7 to 8 Sep 2026	Mauritius	2	US$1,100
14 to 15 Sep 2026	Dubai	2	US$1,100
21 to 22 Sep 2026	Lagos	2	US$1,100
28 to 29 Sep 2026	Harare	2	US$1,100
5 to 6 Oct 2026	Kampala	2	US$1,100
12 to 13 Oct 2026	Dar es Salaam	2	US$1,100
19 to 20 Oct 2026	Pretoria	2	R10,000
26 to 27 Oct 2026	Cape Town	2	R10,000
9 to 10 Nov 2026	Online	2	US$900
16 to 17 Nov 2026	Mozambique	2	US$1,100
23 to 24 Nov 2026	Cairo	2	US$1,100
30 Nov to 1 Dec 2026	Accra	2	US$1,100
7 to 8 Dec 2026	Lusaka	2	US$1,100
14 to 15 Dec 2026	Kigali	2	US$1,100
21 to 22 Dec 2026	Nairobi	2	US$1,100

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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Training a whole team?

We can run Marketing Budget Planning and Media Investment privately for your team, on your dates and built around your own systems. Group delivery is usually more cost effective from about six delegates.

Run this in-house