This week’s topics
Campaign Planning
- Setting SMART campaign objectives
- Selecting target audience
- Resource allocation and budgeting
- Campaign timeline and media schedule
- What is an Advertising Campaign: An Overview
- Lecture 17 : Objectives & Budgeting
- Setting project aims and objectives
What you will be able to do
- 4.1 Plan a marketing campaign for a product/service/event.
Activity
Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: plan a marketing campaign for a product/service/event.
Study materials
Videos
- What is an Advertising Campaign: An Overview · YouTube · Professor Wolters · 6 min · for registered students
- Setting project aims and objectives · Oak National Academy, Key Stage 4 (GCSE level) · for registered students
Further resources
- Principles of Marketing, ch. 13.4: Steps in the IMC planning process · PDF · OpenStax, textbook chapter; pp. 448–458 · for registered students
- Launch! Advertising and Promotion in Real Time, ch. 6: Segment, Target, and Position Your Audience · PDF · Saylor Academy, textbook chapter; PDF pp. 172–200 · for registered students
- Principles of Marketing, ch. 16: The Marketing Plan · PDF · Saylor Academy, textbook chapter; pp. 507–542 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
