Marketing Objectives | Set goals that actually drive growth

Module length: 1 hr 24 mins

Readings: 5

Study time: 2 hrs 30 mins

When marketers brief agencies or present to their teams, their strategies are often full of ambition – and empty of proper marketing objectives. We don’t mean vague aspirations or borrowed KPIs. Actual objectives: tight, measurable and directly tied to how customers move through your market.

Module 6 fixes that. It's the point in the MiniMBA where strategy becomes measurable. Where everything you've built across Modules 1 to 5 gets translated into a clear answer to the question: what does success look like, and how will we know when we've achieved it?

You'll learn how to build a marketing funnel: one tailored to your specific market and customers. You’ll use it to generate a focused set of marketing goals and objectives that give your whole organisation the clarity and direction to act.

What you’ll learn

Why marketing objectives fail and what separates a proper objective from a rebranded aspiration
How to build a custom marketing funnel that reflects how your customers actually behave, from awareness through to loyalty
How to use your funnel to generate a handful of tight, clear marketing goals and objectives, and why fewer objectives, set correctly, outperform a long list of loosely defined ones
How OKRs in marketing work, and how to apply the framework in a way that connects marketing performance to business outcomes
How to use objectives to brief agencies and internal teams with the precision that strategic marketing planning requires
How Module 6 bridges the strategic phase of the course with the tactical execution modules that follow – and why getting this right is the difference between a plan and a strategy