Understanding the Campaign Components from Coursera

Welcome to "Understanding Campaign Components", the second course of the specialization, Strategic Communication Campaigns.

In this course, you will learn how to design and develop a strategic communication campaign from start to finish. You will learn how to identify a brand's communication problem and create a solution by using strategic communication methods. You will then create your very own communication campaign, by employing tactics that take a brand's target audience, reputation, and available resources into consideration. In the third week you will put all the campaign components together, from conducting research to measuring assigned key performance indicators, which allow you to implement a holistic strategy that works for the given situation. In the final week, we will talk about how to monitor your campaign after implementation in order to create long-term success for your brand or organization and you will submit your final campaign plan for peers to review.

This course could benefit anyone who needs to reach an audience with intentional messaging, and can increase your skillset in the areas of marketing, advertising or public relations.

What's inside

Syllabus

Beginning A Communication Campaign

Welcome to "Understanding Campaign Components"! In this first week, you will begin thinking through planning and implementing a communication campaign for a brand or organization. We will start by discussing how to identify a brand's communication problem, and define it using strategic communication.

Defining Goals, Objectives, Strategies and Tactics

This week, you will plan a communication campaign. You will define goals, objectives, and the key performance indicators that you are most interested in affecting with communication. You will learn how to implement a tactical strategy using available resources, and complete interactive scenarios to practice strategic planning.

Integrating Strategic Communication Campaigns

In this week, you will be guided through planning a complete integrated strategic communication campaign that puts all the components together. From conducting research to identifying your target audience(s), reflecting on brand architecture and aligning the purpose of the campaign with your chosen communication strategy, this week solidifies what you've learned in this course so far and provides critical additional input as you begin planning on your own.

Finishing Strong

In this final week, you evaluate the success of your communication campaign. While the campaign planning process is ongoing, it is important to be ever-evaluating the key performance indicators and the success of your PESO tactics. Sometimes, adjusting strategy mid-campaign is necessary to meet the objectives. We will talk about how to monitor your campaign after implementation in order to create long-term success for your brand or organization.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches methods used by professionals in the field of marketing, advertising and public relations

Has modules for measuring communication effectiveness

Suitable for beginners that need to attain a high level of proficiency in planning and executing strategic communication campaigns

Provides a comprehensive study of best practices in campaign development

Available at a cost to the user

Available through a platform that may have limitations on certain devices

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Understanding the Campaign Components with these activities:

Review communication theory

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Review communication theory to build a foundation

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Identify key communication theories
Read and summarize relevant articles and books
Create a mind map or diagram to visualize the theories

Read The Elements of Strategic Communication

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Review foundational theory of strategic communication to set the stage for this course.

View Melania on Amazon

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Read this book by Chapter 3
Take notes on key concepts such as 'the nature of communication' and 'the elements of communication'

Create a brand audit

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Create a brand audit to identify your target audience

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Gather data from internal and external sources
Identify key branding elements
Analyze data and identify opportunities

Five other activities

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Conduct a SWOT analysis

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Practice creating a SWOT analysis of a brand

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Identify strengths, weaknesses, opportunities, and threats
Prioritize the most important factors
Develop strategies to address the SWOT factors

Join a study group

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Connect with other learners to share insights and support

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Identify and reach out to potential study partners
Set up regular study sessions
Discuss course materials, share notes, and quiz each other

Develop a communication plan

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Develop a comprehensive communication plan for a specific brand

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Define communication objectives
Identify target audiences
Develop key messages
Choose communication channels
Establish a budget
Set a timeline for implementation
Evaluate the plan's effectiveness

Attend a public relations workshop

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Attend a public relations workshop to learn best practices

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Research and identify a relevant workshop
Register for the workshop
Attend the workshop and actively participate

Write a blog post about strategic communication

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Write a blog post to share your knowledge and insights

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Choose a topic and develop an outline
Write the blog post
Edit and proofread your post
Publish your post on a relevant platform

Career center

Learners who complete Understanding the Campaign Components will develop knowledge and skills that may be useful to these careers:

Marketing Manager

Marketing Managers carry out the marketing and advertising campaigns for a company's products or services. They oversee market research, analyze consumer data, and make decisions on how to best present products to appeal to their customers. A course on Understanding the Campaign Components will help a Marketing Manager develop the skills needed to analyze consumer data, make informed advertising decisions, and implement successful marketing campaigns. Because this role requires a strong understanding of advertising, marketing, and research, this course will be very helpful for anyone seeking a career as a Marketing Manager.

See salaries and explore the career path for Marketing Manager

Public Relations Specialist

Public Relations Specialists create and maintain positive relationships with a company's public audiences, which can include consumers, investors, employees, and community members. They write press releases, manage social media accounts, and speak on behalf of the company to various audiences. This course will teach you how to develop a strategic communication campaign, which is an essential skill for Public Relations Specialists. By taking this course, you will be better prepared to create and manage effective communication campaigns that build strong relationships with key audiences and enhance a company's reputation.

See salaries and explore the career path for Public Relations Specialist

Advertising Account Executive

Advertising Account Executives develop, manage, and execute comprehensive marketing campaigns on behalf of their clients. This can include planning and implementing advertising campaigns across a variety of media channels, such as social media, search engines, and television. This course will help an Advertising Account Executive learn how to develop and implement effective communication campaigns. The course will also teach you how to analyze consumer data and make informed advertising decisions, which are essential skills for success in this role.

See salaries and explore the career path for Advertising Account Executive

Brand Manager

Brand Managers are responsible for developing and maintaining a company's brand, which includes creating and managing marketing campaigns, designing and implementing branding initiatives, and conducting market research. This course will teach Brand Managers how to develop and implement strategic communication campaigns, which is an essential skill for building and maintaining a strong brand. The course will also help you understand how to analyze consumer data and make informed marketing decisions, which are critical for success in this role.

See salaries and explore the career path for Brand Manager

Communications Manager

Communications Managers oversee all aspects of a company's communication, including public relations, marketing, and advertising. They develop and implement communication plans, manage relationships with the media, and act as a spokesperson for the company. This course will teach Communications Managers how to develop and implement strategic communication campaigns, which is an essential skill for effectively managing a company's communication. The course will also help them understand how to analyze consumer data and make informed marketing decisions, which are critical for success in this role.

See salaries and explore the career path for Communications Manager

Corporate Communications Specialist

Corporate Communications Specialists are responsible for managing a company's internal and external communications, including media relations, employee communications, and crisis communications. They develop and implement communication plans, write press releases, and manage social media accounts. This course will teach Corporate Communications Specialists how to develop and implement strategic communication campaigns, which is an essential skill for effectively managing a company's communications. The course will also help them understand how to analyze consumer data and make informed marketing decisions, which are critical for success in this role.

See salaries and explore the career path for Corporate Communications Specialist

Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing digital marketing campaigns, which can include social media marketing, search engine optimization, and email marketing. They also track and analyze campaign results to measure their effectiveness. This course may prove useful for a Digital Marketing Manager as it will help them develop the skills needed to develop and implement successful digital marketing campaigns.

See salaries and explore the career path for Digital Marketing Manager

Event Planner

Event Planners organize and manage events, such as conferences, trade shows, and corporate events. They work with clients to determine the event's goals and objectives, and then develop and implement a plan to achieve them. This course may be useful for an Event Planner as it will help them develop the skills needed to plan and implement successful events.

See salaries and explore the career path for Event Planner

Media Buyer

Media Buyers purchase advertising space and time for their clients. They negotiate rates with media outlets and develop media plans to reach the target audience. This course may be useful for a Media Buyer as it will help them develop the skills needed to negotiate rates with media outlets and develop effective media plans.

See salaries and explore the career path for Media Buyer

Public relations manager

Public Relations Managers oversee all aspects of a company's public relations, including media relations, crisis communications, and community outreach. They develop and implement public relations plans, write press releases, and manage social media accounts. This course may be useful for a Public Relations Manageras it will help them develop the skills needed to develop and implement successful public relations campaigns.

See salaries and explore the career path for Public relations manager

Social Media Manager

Social Media Managers develop and execute social media campaigns, which can include creating and posting content, managing social media accounts, and tracking campaign results. They also work with other marketing teams to integrate social media into the overall marketing strategy. This course may be useful for a Social Media Manager as it will help them develop the skills needed to develop and implement successful social media campaigns.

See salaries and explore the career path for Social Media Manager

Speechwriter

Speechwriters write speeches for politicians, business leaders, and other public figures. They research the topic of the speech, interview the speaker, and then write a speech that is both informative and persuasive. This course may be useful for a Speechwriter as it will help them develop the skills needed to write effective speeches that connect with the audience.

See salaries and explore the career path for Speechwriter

Technical Writer

Technical Writers create instruction manuals, technical reports, and other documents that explain complex technical information. They often work with engineers, scientists, and other technical professionals to gather information and write documents that are clear and concise. This course may be useful for a Technical Writer as it will help them develop the skills needed to create technical documents that are easy to understand and follow.

See salaries and explore the career path for Technical Writer

User Experience Designer

User Experience Designers design and evaluate user interfaces for websites, apps, and other digital products. They work with other designers and engineers to create products that are both user-friendly and visually appealing. This course may be useful for a User Experience Designer as it will help them develop the skills needed to design user interfaces that are both functional and enjoyable to use.

See salaries and explore the career path for User Experience Designer

Web Content Writer

Web Content Writers create and edit content for websites, blogs, and other online platforms. They write articles, blog posts, product descriptions, and other types of content that is informative, engaging, and persuasive. This course may be useful for a Web Content Writer as it will help them develop the skills needed to write effective web content that ranks well in search results and engages the audience.

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Understanding the Campaign Components

What's inside

Syllabus

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