Digital Campaign Execution

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Overview

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This course builds foundational and intermediate skills for planning, executing, and optimizing multi-channel digital marketing campaigns. You'll gain hands-on experience with essential tools, including Google Ads, Meta Ads Manager, TikTok Ads, SEMrush, Mailchimp, Klaviyo, and Sprout Social. By the end of this course, you'll be able to launch campaigns across paid search, social, and email channels, then analyze performance metrics to optimize ROAS and engagement. These skills prepare you for roles in digital marketing, performance marketing, and marketing operations. Who this is for: Aspiring digital marketers, marketing coordinators, small business owners, and professionals looking to enhance their digital campaign skills. Some basic marketing knowledge is helpful but not required.

Syllabus

Master Digital Basics

Stop guessing if your digital campaigns are working. This hands-on module empowers aspiring marketers and business professionals to measure success with precision. You will learn to identify the five core digital marketing channels and align them with specific business objectives. Through practical exercises, you will master creating UTM-tagged URLs using Google's Campaign URL Builder, providing you with crystal-clear data on audience sources and engagement. You’ll leave ready to execute, measure, and optimize campaigns, making the data-driven decisions required to maximize your return on investment (ROI) and prove marketing impact.

Boost SEO Tools

Is your great content invisible on Google? The answer often lies in your technical foundation. Boost SEO Tools is a hands-on, beginner-friendly module that demystifies the core tools of the trade. You will learn to use professional keyword research tools to discover what customers are actually searching for. Then, you will master interpreting technical site audit reports—the health check for your website. Through a practical, scenario-based project, you'll spot critical errors, from broken links to slow page speeds, and translate them into a prioritized action plan for actionable SEO improvements.

Automate Emails Fast

Unlock the power of email automation without getting lost in complex software. This tool-agnostic module is for marketers who know great campaigns are built on strategy, not technology. You will master the three universal pillars of automation—Audience, Content, and Triggers—to design a complete, multi-step email sequence that guides customers on a journey. Drawing on real-world case studies, you’ll draft compelling email copy with clear calls-to-action. This module culminates in you creating an Email Automation Blueprint, a strategic plan, and an email draft ready for implementation on any platform, from Mailchimp to HubSpot.

Run Campaign Cycles

Successful marketing isn't random; it's a managed cycle. This module helps professionals bring structure, control, and data-driven precision to their marketing initiatives. You will master the four-stage campaign lifecycle, a framework used by top teams like Asana, to transition from planning to closure with clarity. Drawing on real-world case studies like Airbnb, you’ll learn to monitor vital signs using key performance indicators (KPIs). The module culminates in you learning to translate raw data into compelling status updates that justify strategy and drive smart, in-flight optimizations. Stop guessing and start managing.

Boost Digital ROAS

Ready to move beyond basic metrics and drive real profit from your ad spend? This intermediate module teaches marketers to master multi-channel campaign optimization across Meta, Google, and TikTok, maximizing Return on Ad Spend (ROAS). You will launch a cohesive campaign from the ground up, allocating budgets and defining audiences for each platform. Through hands-on activities, you will build a performance dashboard to track ROAS and other key metrics. The module culminates in a real-world simulation where you analyze campaign data and present a data-driven plan to reallocate your budget, turning ad spend into a powerful engine for business growth.

Schedule Social Content

Ready to move beyond random posts and start driving real results? This intermediate module helps marketers master strategic social media management. You will learn to stop guessing and start planning, using data to inform every decision. Build a comprehensive, 30-day cross-platform content calendar synchronized with key business events, such as a product launch. You'll go beyond surface-level metrics to analyze what truly matters: understanding campaign KPIs and the relationship between reach and engagement. Through hands-on examples, you'll learn to optimize your schedule for a measurable 10% boost in engagement and develop a strategy that delivers quantifiable results.

Optimize and Track SEO

Is your website a ghost town? It's time to stop guessing and start optimizing. This module is for marketers and content managers who need to improve site relevance and strategically respond to performance data. Drawing on industry-standard frameworks from Moz, you'll master on-page SEO, crafting optimized H1 tags, meta descriptions, and internal linking structures. Using principles from platforms like SEMrush, you will learn to interpret keyword ranking reports, evaluate performance, and propose powerful remediation actions when growth stalls. This module culminates in you creating a full SEO action plan to improve a page and drive its long-term success.

Recover Carts with Email

Turn abandoned carts into revenue with this intermediate module for marketers ready to master one of e-commerce’s most profitable automations. Go beyond basic emails and learn to strategically recover lost sales by designing, building, and optimizing a sophisticated four-touch abandoned cart sequence. You will A/B test subject lines, analyze key metrics from campaign reports, and learn to make data-driven decisions. Through hands-on practice, you’ll tweak content to achieve a measurable 5% lift in cart recovery, leaving with a complete framework for deploying an automated system that directly boosts the bottom line.

Execute 360° Campaigns

This intermediate module is for marketers and project managers who want to master executing and evaluating multi-channel marketing campaigns. You will learn to manage a comprehensive 360° campaign, ensuring all parts—from paid ads to PR and in-store promotions—work together to create a cohesive customer experience. You’ll apply project management principles to stay on schedule and within budget, using tools to track milestones effectively. Through hands-on activities, you will learn to analyze campaign performance, prepare insightful reports, and derive actionable insights to optimize future marketing efforts and demonstrate impact through data-driven analysis.

GenAI Literacy: AI-Powered Campaign Optimization

This module introduces how generative AI tools can enhance and accelerate the digital campaign skills you've developed throughout this long course. You'll explore practical applications for copy creation, SEO optimization, and performance analysis while learning to evaluate AI outputs critically.