• Institute of Data & Marketing logo

Introduction to Marketing: Omnichannel Marketing and Analysis

Explore the different marketing channels and how to use each one to reach your campaign goals.

  • Duration

    3 weeks
  • Weekly study

    4 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 3 of 3
  • Get full ExpertTrack access

    $39/monthFind out more

Discover the power of multichannel marketing

Effective communication requires selecting the appropriate marketing channels to deliver your message to your target audience.

With so many channels to use – both online and offline – careful consideration can increase your chances of success.

On this course, you’ll explore each available marketing channel and learn how to determine the best ones for each audience and campaign.

Find out why offline channels are still relevant in today’s digital marketing

As digital marketing becomes increasingly in demand, a lot of marketers forget the offline channels that served the industry well before social media and Google Ads came along.

Television marketing, radio marketing, and print marketing are still extremely useful especially when used together with digital channels, so it’s important for marketers to learn how to utilise them effectively.

Learn how and when to test your marketing activities

Marketing isn’t about finding the perfect answer the first time, which is why testing is so crucial.

You’ll find out the key areas to test across your marketing activity and then discuss what you need to consider when implementing a testing plan.

Develop and use campaign insights to improve your marketing

Using research and analysis to constantly test, monitor, learn, and improve your marketing activities is a continuous cycle for marketers.

Why and how do you analyse your marketing campaigns? And where should analysis and insights sit in your campaign planning process? This course will give you the skills and techniques to discover useful insights to keep improving your marketing activities.


  • Week 1

    Understanding marketing communications

    • Welcome to the course

      In the first activity for week 1, you will spend some time learning how to get the most out of the FutureLearn platform.

    • The power of cross-channel marketing

      In this activity you will learn how the multiplier effect has the potential to super-charge your marketing activities.

    • Choosing your online channels

      Effective communication requires selecting an appropriate channel for your message to the target audience. With rapid technological development, digital channels are playing an increasingly large role in marketing.

    • Website marketing

      This activity introduces learners to the potentials of websites as marketing channels.

    • Email marketing

      This activity introduces learners to the potentials of email as a marketing channels.

    • Choosing your offline channels

      Traditional marketing channels are used to create brand awareness, reach targeted users, and generate leads or sales without involving the internet. Why does today's modern marketer need offline marketing options?

    • Television marketing

      In this activity you will learn the opportunities presented by television advertising and direct response television advertising, as well as examine a case study of a campaign run by the British Army.

    • Radio marketing

      In this activity you will learn the importance of radio advertising and how it can be used effectively in marketing campaigns.

    • Congratulations

      Celebrate having successfully completed your week’s activities.

  • Week 2

    Marketing channels

    • Week outcomes

      This step introduces learners to the learning outcomes.

    • Print marketing

      In this activity you will learn the importance of print advertising, including newspaper, door drops and direct mail, and how it can be used effectively in marketing campaigns.

    • Telemarketing

      In this activity you will learn the importance of telephone advertising and how it can be used effectively in marketing campaigns.

    • Event marketing and case studies

      In this activity you will learn the importance of event advertising and how it can be used effectively in marketing campaigns. You will also look at case studies, including Microsoft Xbox and the British Army’s recruitment.

    • Testing your marketing activities

      Marketing is not about finding the perfect answer the first time. Great marketers know they can't know everything about their customers and what motivates them without research and analysis to test, monitor, learn and improve.

    • Testing in practice

      In this activity you will learn about the practical elements of testing, including the different types of tests and how to implement them effectively.

    • Peer graded assignment


    • Congratulations


  • Week 3

    Discovering and using campaign insights

    • Week outcomes

      This step introduces learners to the outcomes of the week.

    • Discovering campaign insights

      In this activity you will learn to understand the value of analysing your marketing campaigns and how to approach it. From this analysis, you can draw insights to create a step-by-step plan to improve the marketing activity you do

    • Using campaign insights

      In this activity you will learn why and how to develop and use your campaign insights.

    • Additional resources

      The following links will take you to additional content that will enhance your learning experience.

    • End of the course

      Take part in the end-of-course test, and celebrate having completed your week's activities.

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...

  • Determine the best digital and non-digital channels available to marketers
  • Get the most out of marketing channels, including email, social media, websites, print, telemarketing, radio and television

Who is the course for?

This marketing course is designed for anyone looking to enter a career in marketing and covers the fundamentals to get started in the industry.

It’s also suitable for existing marketers wanting to refresh and improve their skills and knowledge.

Who will you learn with?

I have a history of expertise in digital marketing, customer-centric communication strategies, and transforming customer engagement in B2C, B2B and not-for-profit.

I am head of learning at The IDM

Who developed the course?

Institute of Data & Marketing

The Institute of Data & Marketing, part of the Data & Marketing Association, is a leading body for the professional development of data and marketing practitioners.

About this ExpertTrack

Learn everything you need to know to be a top marketer and deliver engaging marketing campaigns that reach your target audience.

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

Want to know more about learning on FutureLearn? Using FutureLearn