Week 17 · learning day 2
Objectives and channels
Product Marketing · 45–60 minutes
Today’s outcomes
- Explain objectives and channels in the context of product marketing.
- Compare a product decision using the source outcome rather than intuition alone.
- Produce a reusable section of a digital marketing brief.
Source trace
W17-O02Define content marketing and the various types of content marketing.
Core lesson
Make the choice inspectable
Objectives and channels 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: Define content marketing and the various types of content marketing.
What decision will objectives and channels improve, what evidence is sufficient for that decision, and what is the cost of being wrong?
Worked example
Objectives and channels in practice
For a refillable personal-care subscription, the product manager must compare a choice about objectives and channels. 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 objectives and channels 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: Objectives and channels
Knowledge check
Answer before opening
What is the decision at the centre of objectives and channels?
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