Multichannel Marketing Campaigns Course

Lesson 1 • The Modern Customer Journey

Maps how buyers move across channels before converting and where friction occurs. Provides the behavioural foundation for all campaign design decisions.

Lesson 2 • Measuring Multichannel Effectiveness

Introduces key performance indicators relevant to multichannel campaigns and baseline measurement frameworks. Prepares students to evaluate channel contribution from the start.

Lesson 3 • Defining Multichannel Marketing Today

Clarifies multichannel vs. omnichannel vs. cross-channel distinctions and their strategic implications. Sets shared vocabulary used throughout the course.

Lesson 4 • Channel Roles and Audience Behaviour

Examines how audience intent and behaviour differ by channel type. Enables students to assign appropriate roles to each channel in a campaign.

Lesson 1 • Building Data-Driven Personas

Translates segment research into structured personas that guide channel and message decisions. Personas created here are referenced in every subsequent campaign chapter.

Lesson 2 • Audience Sizing and Prioritisation

Quantifies segment size and revenue potential to prioritise targeting investment across channels. Prevents resource waste on low-value or unreachable segments.

Lesson 3 • Privacy and Data Ethics in Segmentation

Addresses consent, data minimisation, and ethical use of personal data in audience targeting. Ensures segmentation practices comply with consumer privacy expectations.

Lesson 4 • Behavioural and Psychographic Segmentation

Applies behavioural data and psychographic profiling to divide audiences into meaningful groups. Moves beyond demographics to capture motivations that drive channel engagement.

Lesson 1 • Channel Mix Selection and Rationale

Applies audience data and objective type to select the optimal combination of channels. Teaches students to justify channel choices with evidence rather than habit.

Lesson 2 • Stakeholder Alignment and Campaign Briefs

Formalises campaign strategy into a brief that aligns internal teams and external partners. Produces the primary planning document used throughout campaign execution.

Lesson 3 • Setting Campaign Goals and Objectives

Translates business goals into specific, measurable campaign objectives using structured frameworks. Establishes the success criteria that govern all downstream planning decisions.

Lesson 4 • Budget Planning and Allocation

Covers budget-setting methods and frameworks for distributing spend across channels and phases. Ensures financial discipline is built into the campaign from the outset.

Lesson 1 • User-Generated and Co-Created Content

Integrates audience-created content into the campaign content mix to boost authenticity and reach. Covers moderation, rights management, and amplification strategies.

Lesson 2 • Content Adaptation by Channel Format

Applies format, length, and style rules specific to each channel while preserving message integrity. Teaches the discipline of adapting without diluting the core campaign idea.

Lesson 3 • Storytelling and Narrative Arcs

Applies narrative structure to create campaign stories that unfold progressively across channels. Increases audience engagement by building anticipation and continuity over time.

Lesson 4 • Content Calendar and Editorial Planning

Builds a structured editorial calendar that coordinates content publishing across all active channels. Ensures consistent cadence and prevents content gaps or channel conflicts.

Lesson 1 • Social Media Paid and Organic Execution

Manages both organic posting schedules and paid social ad campaigns across major platforms. Integrates paid amplification with organic content for maximum channel efficiency.

Lesson 2 • Paid Search and Display Advertising

Builds and manages paid search campaigns and display ad sets aligned to campaign objectives. Covers keyword strategy, bidding, ad copy, and audience targeting options.

Lesson 3 • Email Marketing Campaign Execution

Covers list management, template design, automation triggers, and deliverability best practices. Email is treated as the highest-ROI owned channel in the digital mix.

Lesson 4 • Content Marketing and SEO Integration

Aligns campaign content with search intent to generate organic traffic alongside paid efforts. Teaches on-page optimisation and content distribution for sustained visibility.

Lesson 1 • Bridging Offline and Online Touchpoints

Implements technical and creative techniques to connect offline interactions to digital tracking. Enables unified measurement of customer journeys that span both environments.

Lesson 2 • Direct Mail and Print Campaign Execution

Plans and produces direct mail and print materials that complement digital campaign messaging. Covers targeting, production timelines, and response tracking mechanisms.

Lesson 3 • Out-of-Home and Broadcast Channel Use

Integrates outdoor advertising and broadcast media into the multichannel campaign mix. Teaches reach planning and creative adaptation for high-impact mass channels.

Lesson 4 • Partner and Co-Marketing Channel Execution

Manages joint campaigns with partners, affiliates, and co-marketing allies across shared channels. Covers agreement structures, asset sharing, and performance accountability.

Lesson 1 • Testing Frameworks for Continuous Improvement

Designs structured A/B and multivariate tests to validate hypotheses and improve campaign performance. Establishes a test-and-learn culture grounded in statistical rigour.

Lesson 2 • Attribution Models and Their Trade-offs

Compares last-click, first-click, linear, time-decay, and data-driven attribution models. Enables students to select and justify the model that best fits their campaign objectives.

Lesson 3 • Dashboard Design and Reporting

Builds campaign dashboards that surface the right metrics for each stakeholder audience. Covers data visualisation principles and automated reporting workflows.

Lesson 4 • Insight Generation and Analysis Techniques

Applies cohort analysis, funnel analysis, and trend identification to extract actionable insights. Moves students from data observation to strategic interpretation.

Lesson 1 • Strategic Campaign Portfolio Management

Manages multiple simultaneous campaigns as a coordinated portfolio aligned to annual marketing goals. Develops the senior-level perspective needed to prioritise and balance campaign investments.

Lesson 2 • Post-Campaign Analysis and Reporting

Conducts structured post-campaign reviews that evaluate performance against objectives and extract learnings. Produces the institutional knowledge that improves future campaigns.

Lesson 3 • Real-Time Campaign Monitoring and Adjustment

Establishes monitoring routines and decision rules for adjusting live campaigns based on performance signals. Prevents budget waste and captures emerging opportunities during flight.

Lesson 4 • Channel Performance Optimisation Tactics

Applies channel-specific optimisation levers including bid adjustments, audience refinement, and creative rotation. Builds systematic optimisation habits across the full channel mix.