Demand Generation, Measurement, and Messaging

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Demand Generation, Measurement, and Messaging

This course is part of Product Marketing & Go-to-Market Strategy Specialization

Instructor: Lynda Smith

Included with Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Compare demand vehicles across content, inbound, social media, PR, and outbound channels
Measure campaign performance with top-line and program measures.
Develop branding and messaging for target audiences.

Details to know

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Add to your LinkedIn profile

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This course is part of the Product Marketing & Go-to-Market Strategy Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

This course focuses on demand generation, measurement, branding, and messaging. You will examine demand vehicles used to execute marketing strategies, including types of demand, content, inbound vehicles, social media, PR, and other outbound vehicles. You will then learn how marketing and campaign performance are measured through top-line measures, program measurement, and performance metrics used to optimize strategy. The course also introduces branding and messaging, including branding basics, how brands are communicated, and how to craft effective messages for target audiences. Exercises, a practice activity on testing and refining a customer message, and knowledge checks help you apply these ideas to campaign execution, performance review, channel choices, and message development for specific audiences.

This module covers various demand vehicles used to execute marketing strategies.

What's included

5 videos1 reading4 assignments

5 videosTotal 54 minutes

Types of Demand and a Look at Content13 minutes
An Overview of Other Inbound Vehicles10 minutes
Inbound Vehicles - Social Media14 minutes
PR, a Pillar of Outbound9 minutes
An Overview of Other Outbound Vehicles9 minutes

1 readingTotal 200 minutes

Course Slides200 minutes

4 assignmentsTotal 100 minutes

Exercise 110 minutes
Exercise 230 minutes
Exercise 330 minutes
Knowledge Check30 minutes

This module covers how to measure marketing and campaign performance.

What's included

2 videos2 assignments

This module covers the fundamentals of brand development and crafting effective messages.

What's included

4 videos3 assignments

This section contains the final steps of the course, including the final exam.

What's included

1 assignment

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Lynda Smith

3 Courses786 learners

Offered by

Stanford Online

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Frequently asked questions

To access course materials, assignments, and earn a Certificate, you'll need to purchase the Certificate experience when you enroll in a course. Eligible learners may also have the option to start with a Free Trial. Some courses may also offer a Full Course, No Certificate option. This lets you access course materials, submit required assessments, and receive a final grade, but you won't be able to earn or purchase a Certificate.

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