Course curriculum

  • 1

    Introduction

    • What to Expect From This Course

    • Company Background Questionnaire
  • 2

    Research & Discovery

    • Building Your Research Library

    • Conducting Primary Research

    • Conducting Secondary Research

    • Secondary Research Resource Links

    • Putting It All Together

    • Putting it All Together - Worksheet

    • Supplemental Resources

  • 3

    Situational Analysis

    • Building Your Background

    • Building Your Background - Worksheet

    • Identifying Strategic Insights Part 1

    • Identifying Strategic Insights Part 1 - Worksheet

    • Identifying Strategic Insights Part 2

    • Identifying Strategic Insights Part 2 - Worksheet

    • Positioning and Messaging

    • Positioning and Messaging - Worksheet
  • 4

    Goals & Objectives

    • Defining Goals and Objectives

    • Defining Goals and Objectives - Worksheet

    • Applying Objectives and Key Results (OKR)

    • Staying Focused on Goals and Objectives

    • Staying Focused on Goals and Objectives - Worksheet
  • 5

    Audience & Strategy

    • Establishing Marketing Strategies

    • Establishing Marketing Strategies - Worksheet

    • Identifying Your Target Audience

    • Identifying Your Target Audience - Worksheet

    • Crafting Key Messages

    • Crafting Key Messages - Worksheet
  • 6

    Tactical Plan

    • Applying the PESO Model

    • Considering Paid Tactics

    • Incorporating Earned Tactics

    • Planning for Shared Tactics

    • Including Owned Tactics

    • Putting It All Together

    • Writing a Tactical Plan - Worksheet

    • PESO Supplemental Resources

  • 7

    Measurement

    • Identifying KPIs

    • Identifying KPIs Resource - Metrics Worksheet

    • Identifying KPIs Resource - Analytics & Measurement

    • Applying the Barcelona Principles for Earned Media

    • Applying the Barcelona Principles for Earned Media - Resources

    • Reporting Results

    • Reporting Results Resource - Example Report

    • Reporting Results Resource - PR Example

    • Interpreting the Results

    • Interpreting Results Resource - Example
  • 8

    Action Plan

    • Creating an Action Plan

    • Implementing Resources - Content Calendars & Budget Planner

    • Rolling with the Punches