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.
There are 7 live remote 60-minute sessions.  Students must attend 4 of the 7 sessions. In the Fall 2023 academic semester, this course's live sessions will be held on Wednesdays from 7PM-8PM.

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

  • Fall 2023

    • Section

    • Semester

      Fall 2023
    • Date

      Oct 23 - Dec 17
    • Day

    • Time

      • Online
    • Format

      • Online
    • Sessions

    • Faculty

      Shiffman, David
    • Location