Digital Branding and Engagement

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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.

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.

What you will 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

Skills you learn

• Brand Awareness
• Marketing
• Digital Content Delivery
• Digital Brand Engagement
• Branding
• Business Modeling

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

Auto Summary

Discover how to captivate and engage your audience in the digital age with this comprehensive course on Digital Branding and Engagement. Offered under the Personal Development domain, this course is designed for those eager to learn the nuances of brand communication in today's fast-evolving technological landscape. Led by edX, the course spans 30 hours, providing in-depth knowledge on creating and managing a digital brand. You'll delve into the paradigm shift from traditional business models to the dynamic world of digital brand engagement, where interaction and conversation with consumers are crucial. The course emphasizes the importance of compelling content and strategic digital distribution to foster brand engagement. As a part of the CurtinX MicroMasters Credential in Marketing in a Digital World, this course is instrumental in equipping you with the essential skills needed for success in digital marketing. To achieve the MicroMasters Credential, you will need to secure a Verified Certificate in each of the five courses within the program. This starter-level course is perfect for anyone looking to enhance their understanding of digital branding, from marketing professionals to business owners. Enroll now to elevate your brand's engagement strategies and thrive in the digital marketplace.