Digital Marketing & Social Media Management · Intermediate level

Intermediate level · Module 1 of 6 · 16 guided hours

Market Research, Personas and Campaign Strategy

Research the market and competitors and turn findings into a campaign strategy with objectives, budget and KPIs.

Learning objectives

  • Conduct simple market and competitor research
  • Build data-informed personas and positioning
  • Write a campaign strategy with objectives, channels, budget and KPIs

Topics

  • desk research and customer surveys
  • competitor analysis
  • positioning and value proposition
  • campaign strategy and budgeting

Lessons

  1. Lesson 1 Market and Competitor Research

    Gather evidence about customers and competitors using low-cost methods.

    primary vs secondary researchsurvey designcompetitor analysisMeta Ad Library

  2. Lesson 2 Positioning and Value Proposition

    Decide how the client should stand out and express it clearly.

    positioningvalue propositiondifferentiatorobjection handling

  3. Lesson 3 Writing the Campaign Strategy

    Combine research, objectives, channels, budget and measurement into one plan a client can approve.

    campaign objectivechannel mixbudget allocationKPI and target

Practical activity

Present the campaign strategy for the level-project client and revise it based on 'client' feedback.

Expected outcomes

  • A research-based, approvable campaign strategy

Assessment

Strategy assessed with a rubric: evidence, clarity of objectives, channel logic, budget realism, measurement plan.

Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.