Digital Branding and Engagement

Critical Thinking, Innovation, Research and Development, Commercialization

Digital Branding and Engagement

Learn how to increase brand engagement through the creation and distribution of content using an owned digital channel approach.

About this course

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.

Estimated 4 weeks

3-4 hours per week

Self-paced

Progress at your own speed

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.

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.

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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

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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Institution: CurtinX
Subject: Communication
Level: Intermediate
Prerequisites: You will need access to a Google Account (FREE to create) to complete the activities in this course.
You will also need access to YouTube to watch a range of videos which are provided to illustrate examples of digital branding and engagement.

Langauge: English
Video Transcript: English
Associated programs: MicroMasters® Program in Marketing in a Digital World

About the instructors

Sonia Dickinson

Associate Professor in the School of Marketing at Curtin University

Who can take this course?

Unfortunately, learners residing in one or more of the following countries or regions will not be able to register for this course: Iran, Cuba and the Crimea region of Ukraine.

While edX has sought licenses from the U.S. Office of Foreign Assets Control (OFAC) to offer our courses to learners in these countries and regions, the licenses we have received are not broad enough to allow us to offer this course in all locations. edX truly regrets that U.S. sanctions prevent us from offering all of our courses to everyone, no matter where they live.

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Ways to take this course

Choose your path when you enroll

Price

Verified Track

$99 usd

Access to course materials

Unlimited

World Class institution and universities

edx suppport

Shareable certificate upon completion

Progress at your own speed

$149

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