Planning and Using Marketing Programs
This chapter covers the following topics:
Programs Overview
Programs are an umbrella object used to combine different Campaigns, Events, and other objects into one entity. In this way, a new product launch may have events, campaigns, advertising, and more, all coordinated from one point in Oracle Marketing.
The following figure depicts that in a hierarchy of marketing objects, a program is at the top. All other objects, such as campaigns, events, or even other programs can be a part of a program.
Hierarchy of Marketing ObjectsHierarchy of Marketing Objects
Parent Program
A program can be or have a parent program. For example, you want to launch a marketing channel for a product launch in America, Europe, and Asia Pacific. Accordingly, programs with a customized set of campaigns and events addressing specific interests based on geography are created. All these programs can be grouped under a single program called GlobalLaunch, as depicted in the following figure. In this example, program GlobalLaunch is a parent program.
Parent and Child Programs
Messages in a Program
A message can be defined as the overall theme or communication that is being pushed through the execution channels and is a high level communication paradigm. An example would be "Know More, Do More, Spend Less With Oracle Applications".
Costs, Revenues, and Metrics
A program’s costs, revenues, and metrics are based on the costs, revenues, and metrics associated with the individual components of the program, such as campaigns, campaign activities, events or event activities. These are rolled up to display the program’s costs, revenues, and metrics.
Creating a Program
Use the following information to create a program.
Notes
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Owner: This field defaults to the person who is currently logged into the application.
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Start and End periods: If the start and end period is chosen from a LOV, the start and end dates are entered automatically.
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Global check box: Select if the program is across geographies.
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Confidential check box: Select to restrict access to this program to members within your team till the program is in the Active status. Select the individual members or teams to grant access to using the Team side navigation link.
Adding Components to a Program
Use the Components side navigation link to add various marketing objects to a Program. Components include campaigns, events, and one-off events.
Program Statuses
The following diagram shows how the status of a program changes.
The draft program can be canceled or become active. The active program can be locked. The program changes to completed when all the child components are completed. It can then be archived.