GTM Planning and Campaign Execution

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

11 weeks, 1 hour a week
Sessions

Self-Paced
Level

Beginner
Subtitles

Pashto, English, Farsi

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Overview

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This course focuses on transforming product marketing strategy into execution through integrated Go-to-Market (GTM) planning, SEO optimization, and multi-channel campaign management. Learners will gain practical experience building campaigns that align product launches, messaging, digital channels, and performance objectives. Learners will perform SEO audits, conduct keyword research, and optimize digital content using tools such as SEMrush, Ahrefs, and Google Keyword Planner. The course also introduces generative AI workflows for SEO optimization, meta description generation, and visual asset creation for A/B testing. In addition, learners will plan and optimize advertising campaigns across multiple channels while analyzing campaign attribution and Return on Ad Spend (ROAS) performance metrics. By the end of this course, learners will be able to build GTM plans, optimize campaigns using SEO and analytics insights, and integrate AI-powered workflows into content and campaign execution. Tools explored include SEMrush, Ahrefs, Google Keyword Planner, ChatGPT, Midjourney, multi-channel advertising platforms, and campaign planning frameworks.

Syllabus

GTM: Build Integrated Launch Plans

This module focuses on building integrated GTM launch plans that align product, sales, and marketing around a shared launch timeline. You will examine how milestone planning, dependency mapping, ownership assignment, and launch readiness reviews help prevent fragmented execution and missed adoption opportunities. Through the Vantivo Connect launch scenario, you will practice translating strategic launch priorities into a working checklist that surfaces critical path risks before they become launch blockers. By the end of this module, you will be able to create a dependency-mapped GTM plan that coordinates cross-functional execution from strategy through launch day.

GTM: Performance and Resource Allocation

This module focuses on using real-time launch performance data to make defensible resource allocation decisions. You will evaluate channel efficiency through cost per qualified lead, conversion rate, and reach-versus-intent signals, then apply these insights to determine when to scale, diagnose, or reallocate budget across launch channels. Using the Vantivo Connect performance scenario, you will practice moving beyond static budget plans toward data-informed decision-making that can be communicated credibly to leadership. By the end of this module, you will be able to analyze channel performance and justify mid-launch budget shifts with clear metrics, projections, and risk controls.

Boost SEO Tools: From Keywords to Code: A Practical Guide to SEO Tools & Audits

This module provides a comprehensive introduction to the essential tools that power modern SEO. Learners will begin by exploring the landscape of keyword research tools. They will then transition to the technical side of SEO, learning first how to interpret a site audit report to diagnose website health issues, and then how to formulate clear recommendations to fix them. By the end of the module, learners will be able to translate complex technical data into a prioritized action plan.

AI Prompts for SEO Growth: Building Effective Prompts for SEO Tasks

Generative AI tools are only as useful as the instructions you give them. Vague or poorly structured prompts produce generic outputs that require significant rework — defeating the efficiency gains AI is supposed to deliver. This module establishes a practical foundation for prompt design, focusing on the principles of clarity, specificity, and context that separate a prompt that works from one that wastes time. Through a case example that walks through the transformation of a weak prompt into a strong one, learners develop the critical eye needed to evaluate and improve their own inputs. By the end of this module, you will be able to apply foundational prompt-writing principles to SEO tasks and refine underperforming prompts to produce higher-quality AI outputs.

AI Prompts for SEO Growth: Applying Generative AI for Meta Descriptions

Meta descriptions are a high-frequency, high-stakes content task — small in word count, but significant in their impact on click-through rates and search visibility. This module focuses on using generative AI to produce meta descriptions that meet Google's SEO guidelines while maintaining the tone and intent of the page they represent. Learners examine real AI-generated examples side by side, practice evaluating outputs against defined criteria, and build a portfolio of optimized meta descriptions through hands-on lab work. The module also addresses how SEO teams and AI tools can collaborate effectively without sacrificing editorial judgment. By the end of this module, you will be able to generate, evaluate, and refine AI-produced meta descriptions that are search-optimized, on-brand, and ready for use in live marketing workflows.

Multi-Channel Ads: Campaign Setup & Execution

Learners will master the foundational elements of multi-channel campaign management by understanding strategic principles, implementing proper tracking systems, and executing coordinated campaigns across Meta and Google Ads platforms.

Multi-Channel Ads: Performance Analysis & Optimization

Learners will master performance analysis techniques by understanding key metrics, systematically evaluating multi-channel campaign data, and developing data-driven budget reallocation recommendations that maximize advertising ROI.

Visuals for A/B Testing: Writing and Interpreting Generative AI Prompts for Marketing Visuals

The quality of an AI-generated image is determined before any tool is opened — it lives in the prompt. Marketers who understand how to construct and interpret image prompts gain direct control over visual output, reducing revision cycles and producing assets that are closer to brand-ready from the first generation. This module breaks down the anatomy of an effective AI image prompt, using annotated examples and a step-by-step Excel walkthrough to make the structure concrete and repeatable. Learners practice diagnosing weak prompts and improving them for a specific marketing context. By the end of this module, you will be able to interpret the components of a generative AI image prompt and rewrite underperforming prompts to produce more targeted, campaign-relevant visual outputs.

Visuals for A/B Testing: Creating and Preparing Visuals for A/B Testing

Generating a compelling image is only the first step — getting it into a campaign requires optimization, compression, and upload-ready formatting that many marketers handle inconsistently or skip entirely. This module covers the full production workflow for A/B testing visuals: generating thumbnail variations with AI tools, compressing assets using TinyPNG for performance, and uploading them to a CMS in test-ready condition. The focus is on building a reliable, repeatable process rather than a one-off technique. By the end of this module, you will be able to produce, compress, and upload a set of AI-generated visual variants that meet the technical and creative requirements of a live A/B testing workflow.

GenAI Module: AI-Driven Creative and Content Optimization

This module explores how AI-native workflows are transforming creative and content production in modern marketing. Learners examine how AI can enhance collaboration across strategy, SEO, content creation, and design while maintaining human oversight and accountability. Through practical frameworks, ethical content integrity principles, and a hands-on custom GPT configuration scenario, learners develop the skills to design AI-assisted marketing workflows that improve speed, quality, personalization, and consistency without compromising accuracy, transparency, or brand standards.

Project Module: Executing an Integrated GTM Campaign

This module focuses on executing an integrated Go-to-Market (GTM) campaign for a SaaS product launch. Learners will create a professional GTM Execution Portfolio that demonstrates their ability to coordinate cross-functional launch activities, optimize search visibility, allocate advertising budgets based on performance data, and design measurable creative experiments. Through the development of a Launch Checklist, SEO Audit Report, Ad Optimization Plan, and Visual A/B Test Plan, participants will apply strategic thinking and execution skills used by product marketing, growth, demand generation, and GTM professionals. By the end of the module, learners will have a portfolio-ready artifact that showcases their ability to translate launch strategy into actionable business outcomes.