---
title: "Integrated marketing campaigns"
course: "MKTG 120 · Grow an audience online"
unit: "Building an integrated campaign"
lesson: 16 of 41
source: https://open.maestrocollege.edu/grow-an-audience-online/integrated-marketing-campaigns
publisher: Maestro College
---

# Integrated marketing campaigns

Lesson 16 of 41 in **Grow an audience online** (MKTG 120), unit "Building an integrated campaign". An open lesson from Maestro College.

## What the learner will be able to do
- Explain an integrated campaign as aligned objective, audience insight, PESO channels, core message, journey stage, timing, and success signal.
- Create a rendered campaign component map or checklist for a campaign.
- Identify consistency gaps across campaign touchpoints, including duplicated or ambiguous platform references.

## Teaching notes
Use a rendered campaign component map or checklist grid. Reduce worked-example proximity before learner production, and clarify that Google Maps and Google Business Profile are not meaningfully separate campaign channels in most local-business contexts.

## 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.

## 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.

## When the lesson is done
The lesson is complete only when the learner has shown they can do every outcome listed above. Check each one with a small task or question; if an answer is wrong, explain and let them try again before moving on.
When every outcome is covered:
1. Say clearly: "Lesson 16 complete: Integrated marketing campaigns."
2. Give a two-line recap of what they learned.
3. Name the next lesson, "Campaign messaging" (lesson 17 of 41), and give the learner its link: https://open.maestrocollege.edu/grow-an-audience-online/campaign-messaging.md. Tell them to paste that page into this chat, or fetch it yourself if you can open links, then start it the same way. Do not start teaching the next lesson's topic until the learner has it.

Previous lesson: Challenge: select and justify a digital channel mix
Next lesson: Campaign messaging