• 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.

Digital Marketing: Marketing Channel Objectives

Learn how to set digital marketing channel objectives for effective campaigns that drive your digital marketing strategy.

A woman in a black jumper and glasses is on a laptop in her kitchen.
  • Duration

    2 weeks
  • Weekly study

    3 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 4 of 4
  • Get full ExpertTrack access

    $39/monthFind out more

Gain essential skills to improve your digital marketing performance

Do you feel like you move from one marketing activity to the next without really knowing what you achieved? You’re not alone. In fact, the majority of digital marketing is carried out on an ad-hoc basis.

This two-week course explores how you can use digital marketing to effectively drive your organisational outcomes and constantly improve your digital marketing activity.

Align and measure your organisational objectives for success

Even if you are clear about your organisational objectives, that doesn’t mean they are in line with those of your target audience. This course will show you how to apply tools and techniques to help you understand how to achieve what you want for your organisation, while aligning with your target audience personas and user journeys.

You’ll be able to create objectives that can be measured far beyond vanity metrics such as followers and likes. Whilst these volume-based measures may have their place in an overall approach, a focus on core objectives can help you get the most from your digital marketing activity and enable you to make well-informed decisions on channel selection.

Learn how to use a data-driven approach to drive your strategy

You’ll discover how to take a data-driven approach to digital marketing by setting appropriate objectives within your web analytics and have clarity on your different levels of objectives. You’ll be able to draw from your range of newly learnt skills to create successful end-to-end campaigns and activities.

Designed by digital marketing experts, Target Internet with The Open University

Lead Educator Daniel Rowles is an award-winning author and voice of the Digital Marketing Podcast. He’s provided expertise to the likes of the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros.

What topics will you cover?

  • 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

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.

Download a PDF

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...

  • 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 

Who is the course for?

This course is designed for anyone who would like to increase their awareness and understanding of digital marketing. You don’t need any prior digital marketing knowledge, although any work experience will help contextualise and enhance your learning.

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

Build core digital marketing skills and knowledge to plan and implement first-class digital campaigns

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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