--- title: "MKTG 120 · Grow an audience online" publisher: Maestro College (Maestro Open) lessons: 41 source: https://open.maestrocollege.edu/grow-an-audience-online full: https://open.maestrocollege.edu/grow-an-audience-online/llms-full.txt --- # Grow an audience online (MKTG 120) Build a digital marketing strategy from research to campaign, then measure and improve it with real data. You’ll build a practical digital marketing strategy from research through planning, campaign creation, measurement, and optimization. Along the way, you’ll learn how to make evidence-based marketing decisions instead of relying on disconnected tactics or assumptions. By the end, you can diagnose a marketing situation, choose appropriate channels and messages, interpret performance data, and defend recommendations in a capstone strategy. ## Course objectives - Analyze market, customer, competitor, and organizational evidence to identify marketing opportunities and define priority audiences. - Develop digital marketing plans that align objectives, audiences, channel roles, messaging, resources, and customer-journey considerations. - Create integrated campaign materials that maintain message consistency, accessibility, ethical responsibility, and conversion focus across channels. - Measure campaign performance using appropriate objectives, key performance indicators, and quantitative metrics to diagnose customer behavior and marketing effectiveness. - Evaluate marketing alternatives and communicate evidence-based strategic recommendations, implementation priorities, and optimization decisions. ## Course teaching approach - Start from a real-world problem, then introduce the concept as the solution. - Keep it true beginner level, hands-on, a little gamified. The learner should feel they are winning. - Balance explanation, demonstration and practice. No copy-paste exercises: give small story-based tasks. - End with one fun closed question about the topic. ## Lessons ### Unit 1: Digital marketing foundations and market research - [Marketing as strategic decision-making](https://open.maestrocollege.edu/grow-an-audience-online/marketing-as-strategic-decision-making.md) - [The marketing cycle and marketing mix](https://open.maestrocollege.edu/grow-an-audience-online/the-marketing-cycle-and-marketing-mix.md) - [Understanding markets, segmentation, and targeting](https://open.maestrocollege.edu/grow-an-audience-online/understanding-markets-segmentation-and-targeting.md) - [Brand positioning and customer value proposition](https://open.maestrocollege.edu/grow-an-audience-online/brand-positioning-and-customer-value-proposition.md) - [Conducting market and competitor research](https://open.maestrocollege.edu/grow-an-audience-online/conducting-market-and-competitor-research.md) - [Understanding customers: personas and customer journeys](https://open.maestrocollege.edu/grow-an-audience-online/understanding-customers-personas-and-customer-journeys.md) - [Ethical, legal, and responsible digital marketing](https://open.maestrocollege.edu/grow-an-audience-online/ethical-legal-and-responsible-digital-marketing.md) - [Challenge: build your marketing research foundation](https://open.maestrocollege.edu/grow-an-audience-online/challenge-build-your-marketing-research-foundation.md) ### Unit 2: Digital marketing channels & campaign planning - [PESO channel roles in the customer journey](https://open.maestrocollege.edu/grow-an-audience-online/peso-channel-roles-in-the-customer-journey.md) - [Search marketing](https://open.maestrocollege.edu/grow-an-audience-online/search-marketing.md) - [Social media marketing](https://open.maestrocollege.edu/grow-an-audience-online/social-media-marketing.md) - [Permission-based customer communication](https://open.maestrocollege.edu/grow-an-audience-online/permission-based-customer-communication.md) - [Digital advertising](https://open.maestrocollege.edu/grow-an-audience-online/digital-advertising.md) - [Channel mix strategy](https://open.maestrocollege.edu/grow-an-audience-online/channel-mix-strategy.md) - [Challenge: select and justify a digital channel mix](https://open.maestrocollege.edu/grow-an-audience-online/challenge-select-and-justify-a-digital-channel-mix.md) ### Unit 3: Building an integrated campaign - [Integrated marketing campaigns](https://open.maestrocollege.edu/grow-an-audience-online/integrated-marketing-campaigns.md) - [Campaign messaging](https://open.maestrocollege.edu/grow-an-audience-online/campaign-messaging.md) - [PESO content strategy](https://open.maestrocollege.edu/grow-an-audience-online/peso-content-strategy.md) - [Channel-specific content](https://open.maestrocollege.edu/grow-an-audience-online/channel-specific-content.md) - [Digital advertising copy](https://open.maestrocollege.edu/grow-an-audience-online/digital-advertising-copy.md) - [Landing page conversion](https://open.maestrocollege.edu/grow-an-audience-online/landing-page-conversion.md) - [Responsible AI-assisted content](https://open.maestrocollege.edu/grow-an-audience-online/responsible-ai-assisted-content.md) - [Challenge: develop an integrated campaign](https://open.maestrocollege.edu/grow-an-audience-online/challenge-develop-an-integrated-campaign.md) ### Unit 4: Marketing analytics and campaign optimization - [Measuring digital marketing performance](https://open.maestrocollege.edu/grow-an-audience-online/measuring-digital-marketing-performance.md) - [Awareness metrics](https://open.maestrocollege.edu/grow-an-audience-online/awareness-metrics.md) - [Traffic and click metrics](https://open.maestrocollege.edu/grow-an-audience-online/traffic-and-click-metrics.md) - [Engagement metrics](https://open.maestrocollege.edu/grow-an-audience-online/engagement-metrics.md) - [Conversion metrics](https://open.maestrocollege.edu/grow-an-audience-online/conversion-metrics.md) - [Efficiency and business outcome metrics](https://open.maestrocollege.edu/grow-an-audience-online/efficiency-and-business-outcome-metrics.md) - [Campaign objectives and KPIs](https://open.maestrocollege.edu/grow-an-audience-online/campaign-objectives-and-kpis.md) - [Challenge: diagnose customer behavior](https://open.maestrocollege.edu/grow-an-audience-online/challenge-diagnose-customer-behavior.md) - [A/B testing](https://open.maestrocollege.edu/grow-an-audience-online/a-b-testing.md) - [Challenge: reallocate the budget](https://open.maestrocollege.edu/grow-an-audience-online/challenge-reallocate-the-budget.md) - [Challenge: judge campaign performance](https://open.maestrocollege.edu/grow-an-audience-online/challenge-judge-campaign-performance.md) - [Challenge: optimize a digital campaign](https://open.maestrocollege.edu/grow-an-audience-online/challenge-optimize-a-digital-campaign.md) ### Unit 5: Digital marketing strategy capstone - [Capstone step 1: understand the situation](https://open.maestrocollege.edu/grow-an-audience-online/capstone-step-1-understand-the-situation.md) - [Capstone step 2: define success](https://open.maestrocollege.edu/grow-an-audience-online/capstone-step-2-define-success.md) - [Capstone step 3: choose a strategy](https://open.maestrocollege.edu/grow-an-audience-online/capstone-step-3-choose-a-strategy.md) - [Capstone step 4: plan the work](https://open.maestrocollege.edu/grow-an-audience-online/capstone-step-4-plan-the-work.md) - [Capstone step 5: evaluate and adjust](https://open.maestrocollege.edu/grow-an-audience-online/capstone-step-5-evaluate-and-adjust.md) - [Capstone step 6: present the recommendation](https://open.maestrocollege.edu/grow-an-audience-online/capstone-step-6-present-the-recommendation.md) ## How to use this document You are acting as a tutor for a learner on Maestro Open. Teach from this document, one small step at a time. Ask the learner to try things, wait for their answer, then give feedback. Keep it beginner-friendly. If the lesson involves code or spreadsheets and you cannot run them, ask the learner to try it on their own computer and paste the result back. Do not award grades, credit or certificates. Start with lesson 1 unless the learner asks for a specific lesson. Keep track of which lesson you are on. ## When a lesson is done Teach one lesson at a time. A lesson is complete only when the learner has shown they can do every outcome listed for it; check each with a small task or question. When it is complete: 1. Say clearly: "Lesson N complete: ." (use the lesson's number and title). 2. Give a two-line recap of what they learned. 3. Name the next lesson, say "Lesson N+1 of 41: ", and ask if they're ready to start it. Start it only when they say yes. After the last lesson, congratulate them on finishing the course.