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Digital Marketing Campaign Planning and Optimization

By definition, campaign optimization is the process of improving marketing efforts in order to maximize business outcomes. While it is a commonly used term, the actual process varies quite a bit depending on the goals and the marketing channels involved. Beyond that, it often is mentioned as a footnote after learning how to use a platform or it is passed on to a data science team who leverages complex algorithms. This workshop-style course teaches best-practice approaches to planning and measuring marketing campaign outcomes. We will take a granular approach to discovering how to optimize campaigns using platform-specific insights, Google Analytics, and MS Excel. Gain hands-on experience, while learning how best to allocate resources by identifying the most effective segments. This course also covers how best to employ A/B testing to continue improving the results and impact of campaigns.

More details

You'll Walk Away with

  • The ability to define digital marketing campaign goals and KPIs of success
  • An understanding of how to access metrics on a platform-specific level
  • The capacity to determine the most efficient use of advertising dollars/efforts based on predefined goals
  • Experience running A/B testing to ensure optimization

Ideal for

  • Marketers who seek a framework for defining, measuring, and optimizing marketing campaign goals
  • Stakeholders currently working with an agency or team of marketers and want more insight into the overall marketing campaign process
NO open sections available for this course at the moment. Please check back next semester.


    • Section

    • Semester

      Spring 2018
    • Date

      Feb 24 - Feb 24
    • Day

    • Time

      • In-Person
    • Format

      • In-Person
    • Sessions

    • Faculty

      Loher, Nicole
    • Location

      Midtown Center
    Tuition $216