May 1st 2017

Digital Branding and Engagement (edX)

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Learn how to increase brand engagement through the creation and distribution of content using an owned digital channel approach. Want to learn how to get people to engage with your brand, but not sure where to begin? Digital technology has rapidly evolved in the last decade, and so too has the way people communicate. Businesses can no longer rely solely on traditional business models to build brand awareness.

In today’s interconnected, hyperaware world, brand awareness and brand engagement are synonymous. We are in the age of digital brand engagement, where brands need to participate in, and inspire, a two-way conversation with their consumers.

This course will teach you about this shift and how it has altered the way brands communicate with their audiences. You will learn about the challenges of managing a digital brand and how rich and compelling content, combined with digital distribution, are integral to brand engagement.

What you'll learn:

- The inter-relationship between paid, owned and earned media

- Consumer change and how it is altering brand communications

- Content marketing and how owned content can be distributed across company owned digital media assets

- The value of Earned Media which interests your audience

Course Syllabus

Module 1: The Digital Consumer

- Compare and contrast marketer control versus consumer control

- Examine consumer empowerment

- Explore consumer participation and engagement

Module 2: Content Marketing

- Examine content marketing and determine its value

- Explore different strategies for content distribution

- Identify some of the challenges associated with content marketing

Module 3: Owned Media Assets

- Explore the concept of owned media and its importance to brands

- Investigate the impact of owned media decision making

- Examine a range of owned media assets and determine their value

Module 4: Earned Media

- Investigate brand engagement and why is it important

- Examine and evaluate a range of engagement platforms

- Identify different levels of engagement

- Explore strategies for shaping earned media

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