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Making Marketing Work | Marketing | Training Programs

Here's some detailed information on our live virtual marketing training program, Making Marketing Work: Designing, Managing and Measuring Effective Marketing Campaigns. If you'd like to know anything else about this or our other training programs, don't hesitate to get in touch. Just fill out and submit the form to the right and we'll get back to you within 24 hours. Or call us directly at 888.243.0461.

Program Name


Making Marketing Work: Designing, Managing and Measuring Effective Marketing Campaigns

Course Description

This program is founded upon an integrated process for designing, managing, and measuring marketing campaigns.  Participants learn each stage of the process and are given a series of Work Assignments to translate the new approaches into immediate application.

The program starts by explaining how to define objectives for any marketing campaign.  Participants are introduced to the different categories of results that marketing campaigns can yield, and then they align their own campaigns to these categories and the overall marketing strategy.

After documenting clear objectives for a marketing campaign the aspects of measuring the success of various marketing programs are reviewed.  Various campaign measurement models are shared and discussed.

A business model for weighing the total costs of a marketing campaign against its projected value both tactical and strategic is introduced. Both direct (revenue, market share) and indirect (customer satisfaction, knowledge) metrics and results are reviewed, along with a method and model for estimating sales results from specific marketing campaigns and implementation considerations. This model is then used as the basis for planning and justifying specific marketing campaigns.

Lastly, participants are provided with specific approaches to measuring actual vs. planned results of marketing programs.  Additionally, common myths and mistakes in the management and measurement of marketing campaigns are discussed with relevant mitigation strategies.


Four 75-minute live virtual modules, typically delivered one per week, and each followed by a Work Assignment of about 45 to 60 minutes



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