Developing a Marketing Campaign

Watch this short video to learn more

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

Objective of course:

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.