Marketing Planning, Audience Insights, and KPI Measurement

本课程是 Market Research Analyst 专业证书的一部分

位教师：Professionals from the Industry

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9个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

8 小时完成

灵活的计划

自行安排学习进度

9个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

8 小时完成

灵活的计划

自行安排学习进度

您将学到什么

Build a data-backed omni-channel marketing plan using SWOT analysis, personas, and KPIs.
Design and deploy audience surveys, then analyze demographic data to surface key insights.
Organize marketing campaigns with visual project management tools and sprint retrospectives.
Set KPI targets, monitor mid-quarter performance, and develop data-supported action plans.

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作业

20 任务¹

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授课语言：英语（English）

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Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累 Marketing 领域的专业知识

本课程是 Market Research Analyst 专业证书专项课程的一部分

在注册此课程时，您还会同时注册此专业证书。

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该课程共有9个模块

Great marketing doesn't happen by chance — it's built on strategy, evidence, and continuous improvement. In this course, you'll develop the skills to plan, execute, and evaluate marketing initiatives that deliver measurable results.

You'll learn how to conduct a SWOT analysis to set data-backed quarterly objectives, then build an omni-channel marketing plan that connects customer personas to the right channels and KPIs. You'll also design and deploy surveys to capture audience insights, analyze segmented demographic data, and translate findings into compelling visual stories. Beyond strategy and research, you'll organize marketing campaigns using visual project management tools, facilitate sprint retrospectives to drive continuous improvement, and monitor performance against KPIs — identifying gaps and proposing corrective actions before it's too late. This course is designed for aspiring digital marketers, marketing coordinators, and business professionals who want to bring structure, data, and strategic clarity to their marketing efforts. No prior marketing experience is required.

You will learn systematic strategic analysis by conducting evidence-based SWOT evaluations that transform market insights into actionable quarterly objectives.

涵盖的内容

2个视频2篇阅读材料2个作业

2个视频总计12分钟

Why Strategic SWOT Analysis Transforms Marketing Success3分钟
SWOT Framework Fundamentals for Product Analysis8分钟

2篇阅读材料总计15分钟

Data Collection and Analysis Methods for Strategic SWOT Assessment7分钟
Building SWOT Analysis Matrices in Miro for Collaborative Strategic Planning8分钟

2个作业总计15分钟

Create Data-Backed SWOT Matrix for Strategic Product Analysis 12分钟
Strategic SWOT Analysis Knowledge Check3分钟

You will develop comprehensive omni-channel marketing plans that seamlessly integrate customer personas, touchpoint strategies, and measurable performance frameworks for coherent brand experiences.

涵盖的内容

1个视频2篇阅读材料3个作业

1个视频总计8分钟

Omni-Channel Planning Fundamentals: Integration Strategies and Framework Design8分钟

2篇阅读材料总计18分钟

Persona Alignment and Channel Integration Methods for Cohesive Customer Experiences10分钟
Building Comprehensive Omni-Channel Planning Templates for Strategic Implementation8分钟

3个作业总计31分钟

Develop Comprehensive Omni-Channel Strategy with Integrated Performance Framework15分钟
Omni-Channel Planning Principles Knowledge Check3分钟
Comprehensive Omni-Channel Marketing Strategy Assessment13分钟

You will learn the complete survey research workflow from platform setup through data export using professional tools like SurveyMonkey and Typeform.

涵盖的内容

3个视频1篇阅读材料1个作业

You will learn demographic data analysis techniques using Excel, create compelling visualizations, and develop professional insight presentations that inform marketing strategies.

涵盖的内容

1个视频3篇阅读材料3个作业

1个视频总计9分钟

Data Segmentation Analysis Methods and Interpretation 9分钟

3篇阅读材料总计29分钟

Excel Pivot Table Fundamentals for Demographic Analysis 10分钟
Professional Insight Presentation Development10分钟
Data Segmentation Analysis Methods and Interpretation 9分钟

3个作业总计45分钟

Complete Demographic Analysis Project Execution27分钟
Demographic Analysis Methods Knowledge Check3分钟
Comprehensive Demographic Insights Presentation 15分钟

You will learn visual project management fundamentals by creating structured campaign workflows with clear timelines, task assignments, and stakeholder collaboration.

涵盖的内容

2个视频2篇阅读材料2个作业

2个视频总计5分钟

Why Visual Project Management Transforms Marketing Campaigns3分钟
Campaign Workflow Design and Task Organization2分钟

2篇阅读材料总计20分钟

Visual Project Management Fundamentals for Marketing Teams8分钟
Visualize Your First Marketing Campaign Workflow: A How-To Guide12分钟

2个作业总计18分钟

Create a Complete Campaign Project Board15分钟
Visual Project Management Mastery Check3分钟

You will learn sprint retrospective techniques to systematically analyze campaign performance, extract actionable insights, and implement process improvements for future marketing initiatives.

涵盖的内容

2个视频1篇阅读材料3个作业

2个视频总计13分钟

Sprint Retrospectives Transform Marketing Team Performance4分钟
Performance Metrics and Goal Evaluation Techniques10分钟

1篇阅读材料总计10分钟

Sprint Retrospective Fundamentals for Marketing Teams10分钟

3个作业总计36分钟

Conduct a Comprehensive Sprint Retrospective18分钟
Sprint Retrospective Mastery Assessment3分钟
Marketing Campaign Performance Evaluation and Improvement Planning15分钟

You will learn a systematic approach to developing strategic KPIs that align with business objectives and create comprehensive documentation systems for transparent performance tracking.

涵盖的内容

2个视频1篇阅读材料2个作业

You will use weekly trend analysis, root-cause diagnostic steps, and hypothesis-driven tests to identify at-risk KPIs and implement measurable corrective actions that recover campaign performance.

涵盖的内容

2个视频1篇阅读材料3个作业

2个视频总计14分钟

Performance Analysis Techniques for Campaign Optimization9分钟
Data Collection and Analysis Workflow6分钟

1篇阅读材料总计10分钟

Mid-Quarter Evaluation Methods for Marketing Performance10分钟

3个作业总计33分钟

Conduct Comprehensive Mid-Quarter Performance Evaluation15分钟
Performance Evaluation Knowledge Check3分钟
Comprehensive KPI Performance Analysis and Optimization Plan 15分钟

You will create a comprehensive marketing strategy package that integrates strategic analysis, audience research, project management, and performance measurement skills. This project synthesizes capabilities from four short courses to deliver a complete marketing campaign framework with data-driven insights and actionable recommendations.