Digital Channels and Campaign Execution

This unit teaches students how to plan, launch, and manage integrated digital marketing campaigns across paid, owned, and earned channels. Students will learn platform-specific tactics (search, social, email, influencer, video), create supporting assets and processes, and measure and optimize campaign performance while preparing for advanced optimization and analytics in subsequent units.

Learning Objectives

• Analyze target audiences and campaign goals to select and justify an integrated mix of paid, owned, and earned channels (search, social, email, influencer, video) for a given marketing objective
• Apply platform-specific tactics to create and optimize campaigns and content for Facebook, Instagram, TikTok, LinkedIn, YouTube, and search (including targeting search queries and setting up paid media) and calculate basic return on investment (ROI)
• Demonstrate development of campaign support assets and workflows by creating an influencer agreement, a gated offer and lead-capture flow, broadcast and follow-up email sequences, and a live-stream or video promotion plan
• Evaluate campaign performance and risks by monitoring brand conversations, using analytics and AI-enabled tools (including chatbots), identifying optimization opportunities, and preparing response plans for crises or competitive threats