This course contains the use of artificial intelligence.

Campaigns rarely fail on the creative. They fail because the brief was written after the channels were chosen, and nobody could say afterwards which part worked. Here are 437 tools to run campaigns that can be measured: 284 ready-to-use templates, procedures, checklists, question lists, matrices, formulas and AI prompts, 100 models and methods, 44 services shown on screen and 9 working files.

Open a lecture, take the tool, use it on your next campaign.

The reporting nobody believes

Reach and impressions go into the report because they always look good. Attribution was never set up, so the channel that produced the result and the channel that got the credit are probably different. The budget was defended with last year's figure plus a percentage, the personas came out of a workshop, and when the campaign ran late nobody knew which task was blocking the launch.

What changes after this course

The campaign starts with an audit, a brief and a defended budget. Audience research comes from real answers. Each channel is set up to be measured, the campaign is planned as a project with a critical path, and reporting separates results from activity, so the next budget conversation starts with evidence.

What is inside: 437 tools, counted lecture by lecture

You do not have to take this number on trust. Open any lecture and read its description: every tool inside is listed there by name.

• 55 downloadable resources: the lecture presentations plus 9 working files, including the campaign checkpoint calendar, the content planning workbook, the employer branding KPI guide and survey report samples
• 284 ready-to-use tools inside the presentations:
• 88 templates and sample documents: marketing strategy one-pager, annual marketing budget, brand media mix planning, marketing experiment hypothesis
• 57 step-by-step procedures and workflows: low-budget market research, marketing strategy development, marketing budget development, performance marketing and dashboard
• 44 checklists: marketing strategy audit, brand plan readiness, AI marketing risks and ethics, project plan
• 35 question lists and scripts: customer discovery interviews, marketing channel audits, marketing budget defense, brand perception surveys
• 30 scorecards, rubrics and matrices: competitor marketing channel matrix, price-value positioning map, impact-effort matrix, marketing competency matrix
• 16 formulas and metric sets: marketing performance metrics, CMO financial dashboard, digital marketing metrics and dashboard, growth marketing metrics
• 12 ready AI prompts: marketing slogan generation, email subject line generation, customer review analysis, ROMI analysis
• 2 other working tools: chart selection guide
• 100 models and methods explained with examples: 4Ps marketing mix, STP model, Porter’s five forces, A/B testing
• 44 services shown on screen, including Google Ads, Meta Business Suite, LinkedIn Campaign Manager, SendPulse, Power BI and Tableau

Where the tools are

• Marketing leadership, budget and team (3 sections, 153 tools). The first 30 days, the budget, brand positioning, the digital funnel, the team and AI.
• Audience research (2 sections, 42 tools). Survey design, launch, analysis and the action plan.
• Owned and paid channels (2 sections, 59 tools). Landing pages, referrals, email, SEO, paid search, paid social and remarketing.
• Campaign strategy and production (3 sections, 52 tools). Market trends, audiences, positioning, measurement, forecasting and ad copy.
• Campaign project management (4 sections, 98 tools). Business case, charter, stakeholders, scope, risks, schedules, budget, control and closure.
• Marketing KPIs (3 sections, 64 tools). Result and efficiency indicators, metrics, dashboards, reports and rollout.

Who is teaching

I am Mike, the #1 HR instructor on Udemy, with 1,800,000+ course enrollments from 170,000 students, and the author of about 200 books on Amazon. I built the people system at Preply as it became a unicorn and worked at Wargaming, iDeals and Alfa-Bank across 20 years in HR. I hold PHRi, SHRM-CP and HCI sHRBP certifications and represent HRCI in Eastern Europe. I am also a founder and lead the strategy of my own academy.

When I audited the Google advertising account of my own academy, I found experimental campaigns that the hired marketers did not fully understand: a lot of money had gone into them with no result. Small, measured spending can work well: once I paid 35 dollars to promote a YouTube video, 120,000 people saw the ad, 2,500 watched the video and 400 subscribed to the channel.

How to use the course

Start with the campaign checkpoint calendar and the leadership and budget sections, then go to the channel, project or KPI section your next campaign needs. Section and lecture titles show how many tools are inside, and each lecture description lists them by name.

What is included

• 48 lectures across 18 sections, 24 hours
• 55 downloadable resources: lecture presentations and nine working files
• 437 tools across the lessons, including 44 services shown on screen
• Lifetime access to all materials
• Active instructor support in the Q&A section
• A Udemy Certificate of Completion

Where to start

Take your last campaign report and mark which numbers show results and which only show activity. Enrol now and start your first lesson today.