Marketing campaigns can be complex, as there are often many moving parts working together in order to create an effective campaign. Nike’s “Just do it”, Always’ “#LikeAGirl”, GoPro’s “Like a Hero”, P&G’s “Thank you, Mom”, and Coca-Cola’s “Share a Coke” – are all examples of successful marketing campaigns, which have grabbed people’s attention and made a lasting impression. So, what exactly is a marketing campaign and what is the process for creating one?
This course will provide you with the steps you need to take when delivering a creative campaign; by guiding you from inception right through to delivery of a campaign.
Here are a number of Topics We will Look at:
What a marketing communications campaign is
Types of campaigns
Marketing campaign process
Researching during a campaign
How to budget for a campaign
Determining who and how to target
Enduring campaigns
Learning outcomes:
Determine the key principles of what goes into developing a marketing campaign and processes
Be able to articulate and develop the strategic rationale, using data and insights for a marketing campaign
Make robust decisions on how the marketing campaign process, including key stakeholders, target audience, budgeting and bench marketing success
Be able to determine how to adapt and change a marketing campaign in an iterative way as things evolve over time
