Learning library
Unit 5 · Control, Measurement and Ethics · Module 33 of 40
Campaign Lifecycle Management
Learning objective
Manage plan, build, launch, optimise, close and learn as one governed loop.
Concept summary
A campaign is a managed lifecycle: hypothesis and plan, asset build and QA, staged launch, in-flight optimisation on pre-agreed rules, controlled close, and a written post-mortem that feeds the next brief. Learning capture is the stage most often skipped.
Application task
Define entry and exit criteria for each of the six lifecycle stages of one campaign.