Developing and Executing a Multi-Channel Digital Marketing Campaign for a New Product Launch

To enable students to apply core digital marketing concepts including market segmentation, customer persona creation, and competitive analysis to design an effective campaign strategy.

To develop skills in utilizing digital marketing tools such as Google Ads, social media platforms, SEO techniques, and email marketing to reach target audiences.

To build analytical capabilities by interpreting campaign performance metrics, using data to optimize advertising spend and improve conversion rates.

To foster creativity in content creation aligned with brand messaging and target demographics.

To enhance professional communication through creating reports and presentations that articulate campaign outcomes and strategic recommendations.

To encourage critical thinking and decision-making within budget and timeline constraints, simulating real-world agency or in-house marketing team environments.

Conduct a market analysis and create detailed customer personas specific to the product being launched.

Develop a comprehensive digital marketing campaign plan that includes budget allocation, channel selection (e.g., social media, search engine marketing, email), and content themes.

Create sample ad copy, social media posts, and email newsletters tailored for the identified customer segments.

Implement a small-scale paid campaign on at least two digital platforms (simulated or real, as resources permit) and monitor initial results.

Track key performance indicators such as click-through rate, conversion rate, and cost per acquisition using analytics tools.

Prepare a performance report evaluating the effectiveness of the campaign efforts, identifying strengths and areas for improvement.

Present findings and strategic recommendations in a professional format suitable for stakeholders, demonstrating clear communication and justification of decision-making processes.