Marketing Campaign Management: Brief, Budget, Results [EN]

This course contains the use of artificial intelligence.

Campaigns rarely fail on the creative. They fail because the brief was written after the channels were chosen, and nobody could say afterwards which part worked.

The reporting nobody believes

You present reach and impressions because those numbers always look good, and everyone in the room knows it. Attribution was never set up, so the channel that produced the revenue and the channel that got the credit are probably different ones. The budget was defended with last year's figure plus a percentage. The audience was never asked anything — the personas came out of a workshop. And when the campaign ran late, it ran late because there was no network diagram, so nobody knew which task was actually blocking the launch.

What this course covers

Forty-six lessons across the whole cycle, ending with one complete campaign taken apart. The strategic frame first: a fourteen-day audit of team, channels and effectiveness, ten questions for the chief executive, competitive analysis and estimating a rival's unit economics, a strategy senior management will sign, 4P, STP, the Ansoff matrix and the customer journey, building and defending a budget with acquisition cost, lifetime value and return on marketing investment, reallocating between channels, the value proposition and brand architecture, the digital funnel with attribution, the department structure, and where AI genuinely earns its place. Then the audience: survey types, questionnaire design, scales, the length at which answers stop being honest, promotion and reminders, the report, text analysis of open answers, and an action plan with interim measurement. Then the channels: landing pages, community, referral programmes, chatbots, email, content, video, search optimisation, copy that gets clicked, paid search, web analytics, remarketing, paid social across six platforms, and measurement by cost, speed, source and quality. Then one full campaign, from market trends and PESTEL through audience research, personas, strategic audit, roadmap, architecture, indicators and dashboard, communication plan, social audit, ambassadors, three-year forecast, and finally production — landing page, creative and ad copy. Then delivery as a project: business case, charter, stakeholders, scope, breakdown, network diagram, Gantt, resource matrix, budget stages, control and closure. Finally the measurement system: four types of indicator, the 10-80-10 rule, critical success factors, design traps, dashboard hierarchy, a three-step rollout, and six myths that break most measurement.

About the worked campaign

Three of the blocks run a campaign aimed at an audience of candidates rather than customers. That is deliberate. Plenty of courses explain campaigns in pieces; very few walk one campaign the whole way through, because almost nobody publishes their real budgets and results. This one does. Paid search, web analytics, remarketing, paid social, cost per acquisition, landing pages and ad copy behave identically regardless of who you are trying to reach, and the sequence — research, positioning, plan, production, measurement — is the sequence for any campaign.

Who is teaching this

I am Mike Pritula. I built the people system at Preply as it became a unicorn, and I have worked at Wargaming, iDeals and Alfa-Bank. More than 1.6 million students have enrolled in my courses across 185 countries, and over 150,000 specialists have gone through my programmes. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries.

What is included

• Lifetime access to all 46 lessons

• Active instructor support in the Q&A section

• A Udemy Certificate of Completion

• Working material: the fourteen-day audit, the competitor table, the annual strategy one-pager, the budget and report templates, the brand plan, questionnaire design, the network diagram and Gantt chart, critical success factors, and the dashboard hierarchy

• One complete campaign shown end to end, not five disconnected channel tutorials

Where to start

Open your last campaign report. If it leads with reach, that is the habit this course replaces. Enrol now and start today.