Execute 360° Campaigns

Overview

Execute 360° Campaigns is an intermediate-level course designed for marketers and project managers who want to master the execution and evaluation of multi-channel marketing campaigns. This course will equip you with the skills to manage a comprehensive 360° campaign, ensuring that all moving parts, from paid ads and PR to in-store promotions, work together to create a cohesive customer experience. You'll learn how to apply project management principles to keep your campaign on schedule and within budget, using tools and techniques to track milestones and steward resources effectively. Through hands-on activities, you will learn how to analyze campaign performance, prepare insightful end-of-campaign reports, and derive actionable insights to optimize future marketing efforts. This course is ideal for professionals with a foundational knowledge of marketing principles who are looking to take the next step in their careers by learning how to manage complex, integrated campaigns and demonstrate their impact through data-driven analysis.

Syllabus

Project Management for 360° Campaigns

This module provides a comprehensive guide to managing a 360° marketing campaign from start to finish. You will learn how to apply project management principles to execute a multi-channel campaign, control budgets, and track milestones. The module will transition to campaign evaluation, where you will learn to analyze performance data, create an end-of-campaign report, and formulate data-driven recommendations for future campaigns.

Campaign Evaluation and Future Optimization

This module focuses on what happens after a campaign is complete. You will dive into performance data, learn how to build a compelling end-of-campaign report, and practice deriving actionable insights that fuel future success. Using real-world examples like the Always "#LikeAGirl" campaign, you will see data-driven storytelling in action and learn to make compelling recommendations for future marketing cycles.