University of Colorado Boulder - Understanding the Campaign Components
- Offered byCoursera
Understanding the Campaign Components at Coursera Overview
Duration | 9 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Official Website | Explore Free Course  |
Credential | Certificate |
Understanding the Campaign Components at Coursera Highlights
- Earn a certificate of completion
- Add to your LinkedIn profile
- 1 quiz, 1 assignment
Understanding the Campaign Components at Coursera Course details
- What you'll learn
- Define a brand's communication problem and utilize strategic communication methods to solve it.
- Plan a communication campaign whose success can be measured.
- Reflect on brand architecture and how the purpose of the campaign affects communication strategies.
- Employ social skills to evaluate key performance indicators at the end of the campaign cycle.
- Welcome to "Understanding Campaign Components", the second course of the specialization, Strategic Communication Campaigns.
- In this course, you will learn how to design and develop a strategic communication campaign from start to finish. You will learn how to identify a brand's communication problem and create a solution by using strategic communication methods. You will then create your very own communication campaign, by employing tactics that take a brand's target audience, reputation, and available resources into consideration. In the third week you will put all the campaign components together, from conducting research to measuring assigned key performance indicators, which allow you to implement a holistic strategy that works for the given situation. In the final week, we will talk about how to monitor your campaign after implementation in order to create long-term success for your brand or organization and you will submit your final campaign plan for peers to review.
- This course could benefit anyone who needs to reach an audience with intentional messaging, and can increase your skillset in the areas of marketing, advertising or public relations.
Understanding the Campaign Components at Coursera Curriculum
Beginning A Communication Campaign
Introduction to Module 1
Research to Understand the Situation
Examples of Communication Problems
Logistical Thinking
Considering What's to Come
Living in Reality
Company Culture
Expanding the Scope
Communication Problems
Realistic Constraints
Defining Goals, Objectives, Strategies and Tactics
Introduction to the Module
Setting Goals
Writing Objectives
Identifying Key Performance Indicators
Strategy
Implementing Tactics
Set up for Discussion Prompt
Feedback on Discussion Prompt
Set up for Discussion Prompt
Feedback on Discussion Prompt
Set up for Peer Review Assignment
Discussion on Peer Review Assignment
Reviewing GOST
The Hill Hotel
Writing Objectives for Bobos Bars
GOST in Practice
Integrating Strategic Communication Campaigns
Introduction to Module 3
Revisiting The Communication Problem
Doing The Research
Planning GOST
Evaluation of KPIs
Thinking Through Implementation
Considering the Budget
Planning the Timeline
Using a Gantt Chart
Using PESO in Practice
Example 1: Glass Float Project
Example 2: CU Denver
Example 3: Unilever Unmute
Putting It All Together
It's Not Manipulation, It's Strategic Communication
Connecting the Pieces
Your Realities
Finishing Strong
Introduction to Module 4
Practicing Social Listening
Employee Relationships
Understanding the Power Within Your Brand
Evaluation Benchmarks
Meeting the Objectives
Providing Value to the Brand
Sustaining Word-of-Mouth
The Long-Game Toward Success
Example Campaign: Be a Smart Ash
Example Campaign: Cannabis
Closing Remarks
What is Social Listening?
5 Must-Have KPIs
KPIs That Matter
Youth Marijuana Education Campaign
Final Campaign Plan
Developing Internal Culture
Adjusting KPIs
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