Aims of the module

This module gives you the knowledge and skills to plan and implement successful campaigns that deliver real results for an organisation. You will learn the campaign planning process including how to analyse an organisation’s current position. You will also learn how to set campaign objectives, implement a campaign then measure and evaluate its success to aid continuous improvement in the fast-changing world of marketing.


Module structure

The module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment. By the end of this module you should be able to:

Unit 1: Campaign Process  

  • Understand the process of planning a campaign (15%)
  • Know how to undertake an internal and external situational analysis (15%)

Unit 2: Planning Campaigns in Action 

  • Know how to develop a successful campaign plan (30%)
  • Understand how to implement a plan in practice (20%)

Unit 3: Campaign Success 

  • Understand the principles of monitoring a marketing campaign (10%)
  • Know how to undertake a post campaign evaluation (10%)

Assessment: Assignment

  • The assessment will require submission of an assignment based on a theme and an organisation of choice. 

View module specification document.

Explore our Level 4 qualifications here.

Award level
CIM level 4

Estimated study time
170 hours

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View module specification

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