Marketing Channels, Tactics and Management

The Marketing Channels, Tactics, and Management course examines the contemporary range of marketing channels, common tactics unique to various channels, and how to plan an integrated approach to reach consumers at critical points. This course provides an overview of marketing channels with more focus on digital channels covered throughout the 360’ Marketing Certificate and Specialization. To deliver on the core components of any brand’s success, customers and stakeholders must feel assured that the brand exists, be clear on its offering, and see clear value in relation to themselves. Based on rapid changes in technology along with the way we distribute, consume and share media, understanding channel differentiators and designing an integrated marketing approach are essential for business goal attainment in today’s competitive landscape.

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Course level

Course level


Course duration

Course duration

max. 8 weeks

Estimated time per week

Estimated time per week

10-15 hours

Course prerequisites

Course prerequisites




$ -

Course credits

Course credits


Relevant jobs

Relevant jobs

CEOs, Business Managers, Marketing Managers

What will I learn?

Distinguish between business-to-consumer and business-to-business marketing channels

Differentiate between above the line, below the line, and through the line marketing channels and the relative value and function of each

Evaluate the benefits and costs of various opportunities for sponsorship, product placement, and endorsements and propose effective ways to use these strategies for a variety of brands

Examine legal and ethical issues such as privacy, data usage, and regulatory laws and how they impact marketing strategy

Identify the role, value, and difference between paid, earned, owned and shared media across traditional and emerging formats

Identify the purpose and value of content marketing in today’s marketing landscape, especially regarding social media and the range of ways content media is being created and distributed

Create a comprehensive marketing plan that includes objectives, roles, costs, execution, evaluation, and implementation management

Key Skills

Marketing channelsMarketing strategyDigital marketing

How will I learn?

Learning Experience

Your course starts on the first of the month. Each course consists of six modules, each module will take you one week to complete and each course is designed to take you eight weeks to complete. Nexford’s learning design team has purposefully created courses to equip you with competencies mapped to the skills employers are looking for. Each course has 5-7 learning outcomes based on the skills employers need. Everything you learn gives you measurable skills you will use to succeed in today’s world of work.

Nexford courses are not live or recorded lectures. Instead, they’re reading, videos, interactive elements, quizzes and relevant case studies. Programs include assessments, peer-to-peer discussions, and a final project to practice what you’ve learned in a real-world context. Program content is available 24/7 during the course, and you have opportunities for collaboration and networking with learners during and after your program. Our global community of learners work at top companies such as Microsoft, Deloitte, and Google.

You'll have 24/7 access to success advisors to support you. Faculty also provide you world-class support. Book appointments with them, get individual feedback, and attend regular optional webinars. Nexford courses are rigorous and they encourage critical thinking - because we care about what you know how to do not what you know you have regular hands-on assessments reflecting the business world.

Course Outline
ModulesAssignment Due Date
1: Business to Consumer vs Business to Business MarketingDay 10
2: Paid, Earned, Owned and Shared MediaDay 17
3: Content MarketingDay 24
4: Sponsorship, Product Placement and Endorsements for MarketingDay 31
5: Marketing Planning and ManagementDay 38
6: Marketing Ethics, Data Usage and PrivacyDay 45 (optional)
7: Final projectDay 51
How will I be graded?

Across the duration of the course, you will undertake five Formative Assessments and one Final Project.

The summative assessment is your final project and achieving a passing grade on this assessment is required to pass the course. The minimum passing grade at Nexford University is a C or above. (70% or above).

Grading Scale
Grading Weights
A 90%-100%Module Assignments30%
B 80%-89%
C70-79%Final Project Milestones30%
IIncompleteFinal Project40%
What will I get after completing the course?

You'll get real skills you can use at work, straight away. At the end of each course, you'll also get a digital badge that you can put on your LinkedIn profile to showcase your skills.

Once you've taken one course, you can take more. Using stacked credentials, you’re able to take enough courses to make a certificate, and take enough certificates to build a degree.

If you apply for a Nexford certificate or degree, you'll get credit for each course you take.

What support will I receive?

When you have a dedicated team on your side, you'll never be alone studying at Nexford. Hailing from many different countries and with online education expertise, our faculty provides you world-class support. Ask them questions during one-to-one office hours or live chat , email them any time, and get individual feedback on your assessments.

Whilst you’re learning, you’ll also have full access to the Nexford online library, which includes access to millions of full-text articles, industry reports and key sources such as the Wall Street Journal, the Financial Times and The Economist.

LinkedIn Learning: unlimited access with Nexford

Support your Nexford goals with access to LinkedIn Learning during your program, at no additional cost. Explore the learning hub of the globe’s biggest professional networking platform to:

  • Power your career: choose from over 16,000 expert-led courses, from remote working to data science
  • Show off your skills: earn a certificate when you complete a course
  • See what’s trending: LinkedIn Learning adds 25 new courses each week
  • Tailor your learning: choose relevant courses based on your experience, LinkedIn profile and goals
  • Test what you’ve learned: use LinkedIn Learning assessments