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Introduction to Marketing: Omnichannel Marketing and Analysis

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

352 enrolled on this course

Introduction to Marketing: Omnichannel Marketing and Analysis

352 enrolled on this course

  • 3 weeks

  • 4 hours per week

  • Digital certificate when eligible

Find out more about how to join this course

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.

What topics will you cover?

  1. The power of cross-channel marketing
  2. Choosing your online channels
  3. Choosing your offline channels
  4. Testing your marketing activities
  5. Testing in practice
  6. Discovering campaign insights
  7. Using campaign insights

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

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.

You can develop your knowledge further with these courses, from the same provider:

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.

Ways to learn

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Ways to learn

Choose the best way to learn for you!

Subscribe & save


Automatically renews

Develop skills to further your career

  • Access to this course
  • Access to 1,000+ courses
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Digital certificate when you're eligible

Cancel for free anytime

Buy this course

$109/one-off payment

Fulfill your current learning need

  • Access to this course
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Printed and digital certificate when you’re eligible

Limited access


Sample the course materials

  • Access expires 4 May 2024

Find out more about certificates, Unlimited or buying a course (Upgrades)

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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