FM2CSPT75 Campaign Strategy and Performance Tracking
FM2CSPT75 Campaign Strategy and Performance Tracking
- Course description
- Course CodeFM2CSPT75
- Level of Study5.2
- Program of StudyDigital Marketing - Video and Content Creation
- Credits7.5
- Study Plan CoordinatorMarna Haskins
This course teaches how to plan, manage, and measure creative campaigns from start to finish. Students learn how to define clear campaign goals, develop purposeful briefs, and design content that supports each stage of the customer journey. The course combines creativity with strategy, enabling students to create campaigns that are not only visually compelling but also supported by data and clear performance insights.
Students explore how to build cross-format campaigns that combine written, visual, and audio content under a single message. They learn how to plan campaigns using calendars and scheduling tools, track performance through analytics dashboards, and refine their work through testing and optimisation. The course also builds awareness of digital responsibility, including how to recognise manipulation, protect against ad fraud, and interpret data ethically. By the end, students understand how to make informed creative decisions based on performance results and translate those insights into future brand growth.
- has knowledge of analytics tools such as Meta Business, Google Analytics and Business Manager
- can assess their own campaign goals when creating visually compelling campaigns based on data and performance insights
- is familiar with the role of written, visual and audio-based campaigns, their distinctive nature and place in society
- has insights into their own opportunities for development within campaign strategy and performance tracking
- can explain their vocational choices in defining key content outcomes, metrics and clear campaign goals
- can reflect upon their own performance analysis and their adjustments during and after a campaign
- can find and refer to information and material about analytics tools such as Meta Business, Google Analytics and Business Manager
- can plan and carry out a creative campaign from start to finish in accordance with campaign goals, purposeful briefs and design content in addition to ethical requirements and principles
- can exchange points of view with others in the field and participate in discussions regarding good practice in cross-format campaigns
- can contribute to organisational development in setting clear campaign goals and visual compelling campaigns based on data and performance insights
Digital Learning Resources
The learning management system (LMS) is the primary learning platform where students access most of their course materials. The content is presented in various formats, including text, images, models, videos, and podcasts. Each course follows a progression plan, designed to lead students through weekly modules at their own pace. Exercises and assignments (individual or in groups) are embedded throughout the courses to support continuous practice and assessment of the learning outcomes.
Campus Resources
In addition to digital learning resources, campus students participate in physical learning activities led by teachers as part of the overall learning experience.
Guidance
Guidance and feedback from teachers support students' learning journeys, and may be provided synchronously or asynchronously, individually or in groups, via text, video or in-person feedback.
| Form of assessment | Grading scale | Grouping | Duration of assessment |
|---|---|---|---|
Course Assignment | Pass / Fail | 5 Week(s) |