Campaign Objectives and Strategy

Every effective advertising campaign begins with understanding the objectives and developing a strategy for the campaign.  This course will prepare students to build an integrated campaign plan, which includes identifying the objectives that a particular marketing campaign is meant to achieve, understanding the audience for the campaign and their specific needs and wants, and developing the right messages that speak to the target audience’s needs.  Students will assess the competitive landscape and develop a campaign which addresses the gaps in the market that have been identified.  This course also examines the success metrics that will be used to evaluate the campaign’s effectiveness and the associated measurement tools that will be needed.

More details

You'll Walk Away with

  • The ability to establish campaign objectives and map these campaign objectives to the business problem
  • The ability to align the research plan with the campaign objectives
  • The ability to critique a campaign strategy
  • The ability to create a high-level marketing campaign strategy

1 section

  • Summer 2023

    • Section

      001
    • Semester

      Summer 2023
    • Date

      May 22 - Jul 9
    • Day

      Self-Paced
    • Time

      Self-Paced
      • Online
    • Format

      Online
      • Online
    • Sessions

      N/A
    • Faculty

      TBA
    • Location

      Self-Paced
    Website registration is not available. Please call (212) 998-7150 for more information on how to enroll.
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    • Section

      2
    • Semester

      Spring 2023
    • Date

      Jan 16 - Mar 5
    • Day

      Self-Paced
    • Time

      Self-Paced
      • Online
    • Format

      Online
      • Online
    • Sessions

      N/A
    • Faculty

      Shiffman, David
    • Location

      Self-Paced
    Tuition $2438