Digital Channels and Campaign Execution

This unit equips students to select, build, and run integrated digital marketing campaigns across paid and organic channels. Learners will practice platform-specific setup and content, influencer and email tactics, audience targeting, and basic measurement to optimize campaign performance and manage risks.

Learning Objectives

• Analyze audience segmentation and platform metrics to justify selection of at least three digital channels (paid search, social, email, influencer, or video) for a targeted campaign
• Design an integrated campaign plan that includes SMART goals, a gated offer, channel-specific tactics, optimized page elements, and a proposed budget allocation
• Implement platform-specific assets and tools by creating or optimizing profiles, configuring ad targeting and broadcast/follow-up email sequences, and drafting at least one influencer agreement
• Evaluate campaign performance by calculating ad and email ROI, interpreting analytics to identify optimization opportunities, and developing a remediation plan for crises or competitive threats