• The Open University
  • Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.

This course is part of the Digital Marketing Strategy ExpertTrack

Digital Marketing Strategy: Creating Objectives and Using Measurement Frameworks

Learn how to monitor the success of your digital marketing strategy with objective setting and measurement frameworks.

Professionals in a discussion sitting at a table
  • Duration

    2 weeks
  • Weekly study

    4 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 2 of 4
  • Get full ExpertTrack access

    $39/monthFind out more

Plan a meaningful digital marketing strategy with The Open University

On this two-week course from The Open University and digital marketing experts Target Internet, you’ll explore the ‘O’ in the SOSTAC® framework, which stands for ‘Objectives’.

You’ll discover how to set meaningful objectives and how to put a measurement framework in place to track your progress towards them.

Define your primary digital marketing objective to achieve success for your business

While your strategy will have a number of desired outcomes, it’s important to define your primary objective, which will be the nearest thing to your overall business objective. Through expert guidance, you’ll discover the differences between these objectives and how they should work together.

You’ll learn how to set up your primary objective as an analytics goal in Google Analytics so you can build reports, such as multi-channel funnels. You’ll also learn how to set and improve key performance indicators for your channels and measure how each one contributes to your primary objective.

Discover how to use dashboards to improve your tactical digital marketing

As you work through the examples and activities, you’ll grow your skills and confidence to use dashboards to inform your decisions and generate ideas to improve your tactical activity. This could be changing a channel to see what impact it has on your end objectives or increasing the budget in a particular channel.

Benefit from expert insights to help cement your knowledge in strategy planning

This course is designed by practitioners who have worked with leading brands, including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros. Lead Educator Daniel Rowles, Target Internet’s CEO, is an award-winning author and voice of the Digital Marketing Podcast.

What topics will you cover?

  • Setting objectives
  • Organisation and primary objectives
  • Aligning web analytics goals
  • Setting up measurement frameworks
  • Channel metrics and attribution
  • Connecting objectives and control

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Identify the importance of setting up clear goals so that your tactical activity can achieve your strategy objectives
  • Identify the need to align your analytics goals with your strategic objectives so you can measure success and plan tactical activity
  • Explore how to implement measurement frameworks that connect the objectives and control elements of your strategic plan

Who is the course for?

This course is ideal for those who are interested in deepening their understanding of digital marketing strategy as part of their overall approach to digital marketing.

It will be of particular interest to anyone wishing to further their studies in marketing, communications and business more generally.

Who will you learn with?

MD TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

Who developed the course?

The Open University

As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.

  • Established

  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

Target Internet

Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide. As publishers of the global Digital Marketing Skills Benchmark and the Digital Marketing Podcast, they have unrivalled access to market insights and expertise.

About this ExpertTrack

Learn how to plan and build an effective digital marketing strategy using PR Smith’s SOSTAC® framework.

Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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