Certificate of Achievement
has completed the following course:
Digital Marketing: Marketing Channel Objectives
The Open University and Target Internet
This online course explored how to use digital marketing to effectively drive organisational outcomes and constantly improve activity. Learners discovered how to set appropriate objectives and take a data-driven approach to creating end-to-end campaigns and activities.
0 weeks, 3 hours per week
Dave Hall
University Secretary
The Open University
Transcript
Learning outcomes
- Explain how objectives create effective digital marketing
- Demonstrate how to avoid setting the wrong objectives and the risk of vanity metrics
- Describe how to align business and target audience objectives
- Discuss how to take an iterative approach to digital marketing using an objective-based approach
Syllabus
- How to align digital marketing objectives with organisational and audience objectives
- The danger of vanity metrics and why they persist
- Primary, secondary, and tertiary objectives
- Channel analytics and web analytics for objectives
- Going beyond the last click
- How to use objectives for campaign iteration and optimisation
Issued on 27th February 2023
The person named on this certificate has completed the activities in the transcript above. For more information about Certificates of Achievement and the effort required to become eligible, visit futurelearn.com/proof-of-learning/certificate-of-achievement.
This certificate represents proof of learning. It is not a formal qualification, degree, or part of a degree.