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.

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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

  • Spring 2023

    • Section

      001
    • 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
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    • Section

      2
    • Semester

      Fall 2022
    • Date

      Oct 26 - Dec 14
    • Day

      Wednesday
    • Time

      7:00PM-8:00PM
      • Online
    • Format

      Online
      • Online
    • Sessions

      7
    • Faculty

      Shiffman, David
    • Location

      Instructor Led
    Tuition $2000