Unit 2: Running marketing campaigns
Entrepreneurship (Marketing Basics) notes · PTU syllabus (EMC-102-25)
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Unit summary
Knowing marketing theory is not enough — you need to put your offer in front of real people. This unit is about using simple offline and online channels, running a small campaign, measuring what worked, and building the confidence to talk about and sell your product.
After this unit you can
- Choose suitable offline and online channels for a product
- Plan and run a simple marketing campaign
- Measure a campaign with basic metrics
- Pitch and promote a product with confidence
PTU syllabus topics
- Using basic offline and online marketing channels to attract customers
- running a simple marketing campaign
- measuring what worked
- building confidence in selling
- promoting and talking about a product or service
Examples
Posters, word of mouth, stalls
Instagram, WhatsApp, Google listing
Reach
Local
Can be wide but targeted
Cost
Printing and time
Often free or low cost
Measurement
Harder to track
Clicks, views and messages are trackable
Topic 1
Offline and online channels
Examples
Posters, word of mouth, stalls, flyers, direct talks
Instagram, WhatsApp, Google profile, YouTube
Reach
Local
Wide, can be targeted
Cost
Printing and time
Free to low, paid ads optional
Best for
Local services, college events
Products and services that can be shown online
Topic 2
Running a simple campaign
A campaign is a planned set of marketing activities with one goal and a fixed time.
- 1
Set one goal
e.g. 10 orders in 7 days
- 2
Pick the audience
Your target customer
- 3
Choose 1–2 channels
Where that audience is
- 4
Create content
Post, flyer, message, offer
- 5
Run it for a fixed period
- 6
Measure results
Example
Goal: sell 15 handmade bookmarks in a week. Channels: Instagram story + a stall at the college canteen. Offer: "Buy 2, get 1 free" for 3 days.
Topic 3
Measuring what worked
| Metric | Meaning |
|---|---|
| Reach | How many people saw your content |
| Engagement | Likes, comments, shares, replies |
| Leads / enquiries | People who asked about buying |
| Conversions | People who actually bought |
| Conversion rate | Conversions ÷ leads × 100 |
| Cost per sale | Money spent ÷ sales |
Exam tip
Compare channels using the same metric. If WhatsApp gave 6 sales from 20 messages and Instagram 2 sales from 300 views, WhatsApp converted better.
Topic 4
Building confidence in selling
- Prepare a 15-second pitch: problem → your solution → price → call to action.
- Practise with friends, then with strangers.
- Treat objections ("too expensive", "maybe later") as information; answer with benefits, proof or a smaller starter offer.
- Follow up politely — many sales happen on the second or third contact.
Key terms
- Campaign
- A planned set of marketing activities with one goal and a time limit
- Reach
- The number of people who saw your message
- Conversion
- A person who takes the desired action, such as buying
- Conversion rate
- Conversions as a percentage of leads
- Pitch
- A short, persuasive explanation of your offer
Quick revision
- Choose channels where your target customer already is.
- Campaign: goal → audience → channel → content → run → measure.
- Track reach, engagement, leads, conversions and cost per sale.
- A good pitch: problem, solution, price, call to action.
Important exam questions
Practice questions written to the PTU exam pattern for this unit's syllabus: short answers (Section A style) and long answers (Sections B and C style).
Short-answer questions
- Q1.Give two examples each of offline and online marketing channels.
- Q2.What is a marketing campaign?
- Q3.Define conversion rate.
- Q4.What is a sales pitch?
- Q5.How should you respond to a customer objection?
Long-answer questions
- Q1.Plan a one-week marketing campaign for a product of your choice.
- Q2.Explain the metrics used to measure the success of a campaign.
- Q3.Compare offline and online marketing channels for a small student venture.
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