Marketing Planning, Audience Insights, and KPI Measurement
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Marketing Planning, Audience Insights, and KPI Measurement
This course is part of Marketing Specialist Professional Certificate
Included with
Recommended experience
Recommended experience
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.
Skills you'll gain
- Data Analysis
- Marketing Planning
- Market Analysis
- Performance Metric
- Marketing Effectiveness
- Market Research
- Sprint Retrospectives
- Key Performance Indicators (KPIs)
- Marketing Operations
- Analytical Skills
- Business Analysis
- Data Visualization
- Data-Driven Marketing
- Strategic Marketing
- Cross-Channel Marketing
- Campaign Management
- Campaign Planning
- Marketing Strategies
- Digital Media Strategy
- Performance Measurement
Details to know
March 2026
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- 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
- Comprehensive Omni-Channel Marketing Strategy Assessment•13 minutes
- Develop Comprehensive Omni-Channel Strategy with Integrated Performance Framework•15 minutes
- Omni-Channel Planning Principles Knowledge Check•3 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
- Comprehensive Demographic Insights Presentation •15 minutes
- Complete Demographic Analysis Project Execution•27 minutes
- Demographic Analysis Methods Knowledge Check•3 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
- Marketing Campaign Performance Evaluation and Improvement Planning•15 minutes
- Conduct a Comprehensive Sprint Retrospective•18 minutes
- Sprint Retrospective Mastery Assessment•3 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
2 videos•Total 10 minutes
- Why Strategic KPIs Drive Marketing Success •3 minutes
- Strategic Alignment Process for Marketing KPIs•7 minutes
1 reading•Total 8 minutes
- KPI Framework Fundamentals for Marketing Performance •8 minutes
2 assignments•Total 18 minutes
- Create Strategic KPI Framework for Campaign Performance•15 minutes
- KPI Framework Knowledge Check •3 minutes
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
- Comprehensive KPI Performance Analysis and Optimization Plan •15 minutes
- Conduct Comprehensive Mid-Quarter Performance Evaluation•15 minutes
- Performance Evaluation Knowledge Check•3 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
3 readings•Total 80 minutes
- Why This Project Matters•10 minutes
- Project Requirements•10 minutes
- Assignment: Marketing Strategy Framework Development•60 minutes
1 assignment•Total 15 minutes
- Graded Quiz: Marketing Strategy Framework•15 minutes
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