Integrated Digital Campaigns & Content Strategy

This unit focuses on planning, creating, distributing, and optimizing multi‑channel digital marketing campaigns. Students will build on foundational marketing concepts to develop platform‑specific content (social, video, email, influencer, and paid), document policies and procedures, and use testing and analytics to iterate toward measurable results, preparing them for advanced scaling and performance units.

Learning Objectives

• Analyze target audiences, buyer’s journey stages, and emotional triggers to inform brand positioning and select appropriate platforms and content types
• Apply content creation and distribution strategies (including video, user‑generated content, hashtags, and cross‑channel integration) to produce a coordinated campaign calendar with sample assets
• Demonstrate implementation of campaign components—email campaigns, influencer outreach, social advertising, SEO/link building, and sales enablement materials—aligned to documented policies and procedures
• Evaluate campaign performance using A/B testing, analytics, and brand audit techniques to recommend optimizations and next‑step actions