Marketing Planning, Audience Insights, and KPI Measurement

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Marketing Planning, Audience Insights, and KPI Measurement

This course is part of Market Research Analyst Professional Certificate Professional Certificate

Instructor: Professionals from the Industry

Included with

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9 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

8 hours to complete

Flexible schedule

Learn at your own pace

9 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

8 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

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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Build your Marketing expertise

This course is part of the Market Research Analyst Professional Certificate Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Coursera

There are 9 modules in this course

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.

What's included

2 videos2 readings2 assignments

2 videos Total 12 minutes

Why Strategic SWOT Analysis Transforms Marketing Success 3 minutes
SWOT Framework Fundamentals for Product Analysis 8 minutes

2 readings Total 15 minutes

Data Collection and Analysis Methods for Strategic SWOT Assessment 7 minutes
Building SWOT Analysis Matrices in Miro for Collaborative Strategic Planning 8 minutes

2 assignments Total 15 minutes

Create Data-Backed SWOT Matrix for Strategic Product Analysis 12 minutes
Strategic SWOT Analysis Knowledge Check 3 minutes

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

What's included

1 video2 readings3 assignments

1 video Total 8 minutes

Omni-Channel Planning Fundamentals: Integration Strategies and Framework Design 8 minutes

2 readings Total 18 minutes

Persona Alignment and Channel Integration Methods for Cohesive Customer Experiences 10 minutes
Building Comprehensive Omni-Channel Planning Templates for Strategic Implementation 8 minutes

3 assignments Total 31 minutes

Develop Comprehensive Omni-Channel Strategy with Integrated Performance Framework 15 minutes
Omni-Channel Planning Principles Knowledge Check 3 minutes
Comprehensive Omni-Channel Marketing Strategy Assessment 13 minutes

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

What's included

3 videos1 reading1 assignment

3 videos Total 16 minutes

Why Survey Platform Mastery Transforms Marketing Decisions 4 minutes
Survey Platform Components and Configuration Essentials 7 minutes
Data Collection Monitoring and Export Process 5 minutes

1 reading Total 10 minutes

Survey Design Best Practices for Marketing Research 10 minutes

1 assignment Total 3 minutes

Survey Platform Execution Knowledge Check 3 minutes

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

What's included

1 video3 readings3 assignments

1 video Total 9 minutes

Data Segmentation Analysis Methods and Interpretation 9 minutes

3 readings Total 29 minutes

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

3 assignments Total 45 minutes

Complete Demographic Analysis Project Execution 27 minutes
Demographic Analysis Methods Knowledge Check 3 minutes
Comprehensive Demographic Insights Presentation 15 minutes

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

What's included

2 videos2 readings2 assignments

2 videos Total 5 minutes

Why Visual Project Management Transforms Marketing Campaigns 3 minutes
Campaign Workflow Design and Task Organization 2 minutes

2 readings Total 20 minutes

Visual Project Management Fundamentals for Marketing Teams 8 minutes
Visualize Your First Marketing Campaign Workflow: A How-To Guide 12 minutes

2 assignments Total 18 minutes

Create a Complete Campaign Project Board 15 minutes
Visual Project Management Mastery Check 3 minutes

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

What's included

2 videos1 reading3 assignments

2 videos Total 13 minutes

Sprint Retrospectives Transform Marketing Team Performance 4 minutes
Performance Metrics and Goal Evaluation Techniques 10 minutes

1 reading Total 10 minutes

Sprint Retrospective Fundamentals for Marketing Teams 10 minutes

3 assignments Total 36 minutes

Conduct a Comprehensive Sprint Retrospective 18 minutes
Sprint Retrospective Mastery Assessment 3 minutes
Marketing Campaign Performance Evaluation and Improvement Planning 15 minutes

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

What's included

2 videos1 reading2 assignments

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.

What's included

2 videos1 reading3 assignments

2 videos Total 14 minutes

Performance Analysis Techniques for Campaign Optimization 9 minutes
Data Collection and Analysis Workflow 6 minutes

1 reading Total 10 minutes

Mid-Quarter Evaluation Methods for Marketing Performance 10 minutes

3 assignments Total 33 minutes

Conduct Comprehensive Mid-Quarter Performance Evaluation 15 minutes
Performance Evaluation Knowledge Check 3 minutes
Comprehensive KPI Performance Analysis and Optimization Plan 15 minutes

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.

What's included

3 readings1 assignment

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Instructor

Professionals from the Industry

238 Courses 35,970 learners

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.