The Graduate School of Management and Innovation (GMI), King Mongkut’s University of Technology Thonburi (KMUTT), organized a special lecture as part of the course Strategic and Digital Marketing, under the Master of Business Administration Program in Entrepreneurship, Innovation, and Sustainability Management. The session featured Ms. Siriporn Manyati, Managing Director of UM Thailand, a leading digital media agency in Thailand, as a guest speaker on the topic “Digital Media Planning and Campaign Management” on October 19, 2025, from 9:00 a.m. to 12:00 p.m.

The lecture focused on sharing knowledge and effective approaches to digital media planning under the concept “ STOP guessing with your ad spend!” Ms. Manyati introduced a 5-step framework for mastering digital media planning in 2025 and beyond. The content covered key aspects such as audience analysis, channel selection (e.g., Meta, TikTok, Google), budget allocation, and campaign performance measurement and evaluation.

Additionally, the speaker explained the differences between Media Plan and Media Strategy, how to use audience persona data to define the channel mix, and the formulas for top-down and bottom-up budget allocation. The session also included case studies of successful digital media campaigns and introduced essential tools that every media planner should know and be able to apply effectively.

This activity provided students with the opportunity to learn directly from an industry expert, enhance their strategic perspective on digital media, and develop essential media planning skills to prepare for becoming professional marketers in the modern digital era.