Campaign Execution and Automation

This course is part of Microsoft Go-To-Market Strategy Professional Certificate

Instructor: Microsoft

Access provided by UC Davis

8 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

7 hours to complete

Flexible schedule

Learn at your own pace

8 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

7 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Design multi-step customer journeys with branching logic, touchpoints, and clear conversion goals using templates.
Analyze journey and campaign data to identify drop-offs and recommend optimizations.
Plan LinkedIn campaigns using account-based targeting, audience definitions, and bid strategies.
Develop cross-channel launch calendars and manage risks using dependencies and RACI frameworks.

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

15 assignments¹

AI Graded see disclaimer

Taught in English

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Build your Design and Product expertise

This course is part of the Microsoft Go-To-Market Strategy Professional Certificate

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

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 from Microsoft

There are 8 modules in this course

This course puts your GTM strategy into action using Microsoft tools and realistic campaign data. You'll design multi-step customer journeys using journey-mapping templates in Excel or PowerPoint, applying branching logic based on email engagement behaviors. Enterprise learners can extend these skills using Dynamics 365 Journey Designer.

Journey logic is a critical skill for any modern digital marketer, and automations are important for streamlining operations. You’ll build targeted LinkedIn Campaigns using Campaign Manager and coordinate launch execution across channels using Microsoft planning tools. You'll plan targeted LinkedIn advertising campaigns using account-based marketing lists, setting bid caps, and optimizing creative variants to prepare for real-world campaign launches. The course integrates these channels and a cohesive nurture strategy that prepares you to orchestrate multi-channel campaigns and manage launch execution tasks in real-world marketing roles.

Customer journeys orchestrate how prospects move from awareness to conversion. This module teaches you to design multi-step journeys with branching logic, defining touchpoints, triggers, and engagement goals that guide prospects through your GTM funnel.

What's included

2 videos2 readings2 assignments

Journey design is only the beginning, optimization drives results. This module teaches you to analyze journey performance data, identify where prospects drop off, diagnose root causes, and recommend optimizations that improve funnel conversion.

What's included

1 video2 readings2 assignments

LinkedIn is the premier platform for B2B advertising. This module teaches you to plan sponsored content campaigns using account-based marketing (A-B-M) principles, define precise audience criteria, set strategic bid assumptions, and plan creative variants for testing.

What's included

1 video4 readings1 assignment

1 videoTotal 5 minutes

LinkedIn Campaign Manager: Structure and Objectives5 minutes

4 readingsTotal 36 minutes

Account-Based Marketing Principles (ABM) and LinkedIn7 minutes
Bid Strategies and Budget Planning6 minutes
Plan a LinkedIn Campaign Step-by-Step8 minutes
Hands-on Activity: Plan a LinkedIn Campaign15 minutes

1 assignmentTotal 5 minutes

Knowledge Check: LinkedIn Campaign Planning5 minutes

Campaign planning is the start; it is the optimization that drives R-O-I. This module teaches you to analyze LinkedIn campaign performance data, interpret demographic and firmographic breakdowns, and make targeting adjustments that improve C-T-R and other key metrics.

What's included

3 videos1 reading3 assignments

3 videosTotal 18 minutes

Why LinkedIn Campaign Optimization Matters4 minutes
LinkedIn Campaign Metrics and Performance Data7 minutes
Analyze Campaign Data and Recommend Optimizations7 minutes

1 readingTotal 5 minutes

Targeting Refinement Strategies5 minutes

3 assignmentsTotal 35 minutes

Graded Quiz: Manage LinkedIn Campaigns15 minutes
Hands-on Activity: Optimize LinkedIn Campaign Targeting15 minutes
Knowledge Check: LinkedIn Campaign Optimization5 minutes

Launch success depends on coordinated execution across channels and teams. This module teaches you to build comprehensive launch calendars that sequence activities, assign ownership, and map dependencies, creating the operational backbone for GTM execution.

What's included

2 readings2 assignments

Every launch has risks that successful marketers anticipate and mitigate. This module teaches you to use RACI charts to clarify accountability, identify resource bottlenecks and dependency risks, and propose mitigations that keep your launch on track.

What's included

2 readings2 assignments

Accelerate campaign planning and optimization with AI. This module teaches you to use generative AI tools to draft journey logic summaries, generate campaign variations, create launch communications, and evaluate AI-generated ideas for strategic fit, building efficiency without sacrificing quality.

What's included

2 readings2 assignments

Synthesize your campaign execution skills into a comprehensive launch plan. You'll assemble journey design, LinkedIn campaign planning, and launch coordination into an integrated deliverable that demonstrates your ability to orchestrate multi-channel GTM execution.