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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Media Sales and Account Management

Content attracts the audience, but sales pays the bills. This course focuses on the revenue engine of the media industry. Students will learn the art of “Consultative Selling”—solving client problems rather than just pushing ad space. The curriculum covers the entire sales cycle, from prospecting and pitching to negotiation and the long-term retention of key accounts.

§ 01 By the end you can
  1. Master the Consultative Sales Process: Needs Analysis to Closing
  2. Develop persuasive sales decks and media kits
  3. Negotiate rates, CPMs, and added value effectively
  4. Manage Client Relationships (CRM) to increase retention and reduce churn
  5. Differentiate between "Hunting" (New Business) and "Farming" (Account Mgmt)
§ 02 Sixteen sessions

The whole semester.

  1. 01The Media Sales Landscape: Linear, Digital, & OOH
  2. 02The Sales Cycle: Hunting vs. Farming
  3. 03Prospecting: Finding the Right Clients
  4. 04Consultative Selling: The Needs Analysis
  5. 05Understanding Media Math: Inventory & Pricing
  6. 06Creating the Media Kit & Rate Card
  7. 07CRM Tools: Salesforce/HubSpot Basics
  8. 08 · MidtermMidterm Examination
  9. 09The Pitch: Presenting the Solution
  10. 10Handling Objections: Price vs. Value
  11. 11Negotiation Tactics: Win-Win Scenarios
  12. 12Closing Techniques: Asking for the Business
  13. 13Account Management: Onboarding & Service
  14. 14Upselling & Cross-selling Strategies
  15. 15Dealing with Difficult Clients
  16. 16Final Project: The Client Pitch Presentation

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Client Pitch Presentation

How it’s judged

Recommended reading
  1. The Challenger Sale by Matthew Dixon and Brent Adamson
  2. Spin Selling by Neil Rackham
  3. Media Selling: Television, Print, Internet, Radio by Charles Warner
  4. Pitch Anything by Oren Klaff
  5. New Sales. Simplified. by Mike Weinberg
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