Marketing Planning, Audience Insights, and KPI Measurement

This course is part of Market Research Analyst 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.

Details to know

Shareable certificate

Add to your LinkedIn profile

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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Build your Marketing expertise

This course is part of the Market Research Analyst 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 videosTotal 12 minutes

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

2 readingsTotal 15 minutes

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

2 assignmentsTotal 15 minutes

Create Data-Backed SWOT Matrix for Strategic Product Analysis 12 minutes
Strategic SWOT Analysis Knowledge Check3 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 videoTotal 8 minutes

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

2 readingsTotal 18 minutes

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

3 assignmentsTotal 31 minutes

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

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 videoTotal 9 minutes

Data Segmentation Analysis Methods and Interpretation 9 minutes

3 readingsTotal 29 minutes

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

3 assignmentsTotal 45 minutes

Comprehensive Demographic Insights Presentation 15 minutes
Complete Demographic Analysis Project Execution27 minutes
Demographic Analysis Methods Knowledge Check3 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 videosTotal 5 minutes

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

2 readingsTotal 20 minutes

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

2 assignmentsTotal 18 minutes

Create a Complete Campaign Project Board15 minutes
Visual Project Management Mastery Check3 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 videosTotal 13 minutes

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

1 readingTotal 10 minutes

Sprint Retrospective Fundamentals for Marketing Teams10 minutes

3 assignmentsTotal 36 minutes

Marketing Campaign Performance Evaluation and Improvement Planning15 minutes
Conduct a Comprehensive Sprint Retrospective18 minutes
Sprint Retrospective Mastery Assessment3 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 videosTotal 14 minutes

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

1 readingTotal 10 minutes

Mid-Quarter Evaluation Methods for Marketing Performance10 minutes

3 assignmentsTotal 33 minutes

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

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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.

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Marketing Planning, Audience Insights, and KPI Measurement

Marketing Planning, Audience Insights, and KPI Measurement

What you'll learn

Skills you'll gain

Details to know

See how employees at top companies are mastering in-demand skills

Build your Marketing expertise

There are 9 modules in this course

Product Line SWOT Analysis Foundation

What's included

Omni-Channel Plan Creation

What's included

Survey Platform Execution

What's included

Demographic Segmentation Analysis

What's included

Apply Visual Project Management Techniques

What's included

Evaluate Sprint Performance and Identify Key Learnings

What's included

Apply Framework for Defining and Documenting KPIs

What's included

Evaluate Mid-Quarter Performance and Drive Corrective Action

What's included

Project: Marketing Planning, Audience Insights, and KPI Measurement

What's included

Earn a career certificate

Instructor

Offered by

Explore more from Marketing

Set and Evaluate Winning Marketing KPIs

Marketing Analysis and KPIs

Capstone Project_AI Marketing Specalist

Analyze and Act on Audience Insights

Why people choose Coursera for their career

Felipe M.

Jennifer J.

Larry W.

Chaitanya A.

Unlock access to 10,000+ courses with a subscription

Advance your career with an online degree

Join over 4,700 global companies that choose Coursera for Business

Frequently asked questions

When will I have access to the lectures and assignments?

What will I get if I subscribe to this Certificate?

More questions