Week 17 · learning day 1
Structured digital marketing
Product Marketing · 45–60 minutes
Today’s outcomes
- Explain structured digital marketing in the context of product marketing.
- Frame a product decision using the source outcome rather than intuition alone.
- Produce a reusable section of a digital marketing brief.
Source trace
W17-O01Understand the importance of structured marketing in digital media.
Core lesson
Make the choice inspectable
Structured digital marketing matters when it changes a real allocation of attention, money, time, or delivery capacity. Product marketing connects a specific audience, promise, channel, and proof.
Start by naming the decision and the uncertainty around it. Separate evidence from assumptions, compare at least one alternative, and state what would make you revise the choice.
The source outcome for today is: Understand the importance of structured marketing in digital media.
What decision will structured digital marketing improve, what evidence is sufficient for that decision, and what is the cost of being wrong?
Worked example
Structured digital marketing in practice
For a refillable personal-care subscription, the product manager must frame a choice about structured digital marketing. The team records the target user and outcome, the evidence currently available, the strongest alternative, and the next reversible test. The recommendation is written as a choice with a reason—not as a list of features.
Do the work · 20 minutes
Turn the idea into a decision
- Choose a product you know and write the specific decision that structured digital marketing should support.
- List two pieces of evidence, two assumptions, and one credible alternative.
- Make a recommendation in three sentences and add one condition that would change it.
Save to your portfolio
A digital marketing brief — section: Structured digital marketing
Knowledge check
Answer before opening
What is the decision at the centre of structured digital marketing?
A good answer names an accountable choice, not merely an activity or output.
How should evidence and assumptions be separated?
Label observed facts, interpretations, and untested beliefs explicitly so the next learning step is visible.
What makes the recommendation revisable?
It includes a trigger, threshold, or new evidence that would justify changing course.
What should the portfolio artefact communicate?
The context, considered alternatives, chosen direction, rationale, evidence, and remaining risk.
Spaced review
Reconnect the learning
Reflection