Digital Branding and Engagement from edX

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's inside

Learning objectives

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

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

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Suitable for individuals seeking to enhance brand engagement and awareness in a digital context

Suitable for those interested in developing content marketing strategies and optimizing owned media assets

Designed for professionals in marketing, communications, or similar fields

Relevant for small business owners or entrepreneurs seeking to establish a strong digital brand presence

Requires some familiarity with digital marketing concepts

Focuses on digital brand engagement strategies rather than physical or offline engagement

Reviews summary

Foundation in digital branding fundamentals

According to learners, this course offers a positive introduction to the world of digital branding and engagement. Students found the content to provide a solid overview of key concepts like owned, earned, and paid media, as well as content marketing and consumer behavior shifts. Many appreciated the structured approach and found it a good starting point, particularly for those new to the subject. However, some students felt certain areas lacked sufficient depth, especially for more experienced marketers, and a few noted that the rapidly evolving nature of digital marketing means some content could benefit from updates.

Well-organized modules progress logically.

"The course is well-structured, with modules that flow logically from one topic to the next, making it easy to follow."

"Appreciated the clear breakdown of topics into manageable modules."

"The syllabus outline matched the course content effectively, providing a good roadmap."

"Modules built upon each other nicely, creating a cohesive learning experience."

Connects theory to real-world application in digital branding.

"The course material felt relevant to current marketing practices. I can see how to apply these concepts to my work."

"I liked that the course discussed practical aspects of managing a digital brand and distributing content."

"Gave me actionable insights into content marketing and how to think about digital distribution."

"Helped me understand the importance of two-way conversation with consumers in today's digital world."

Provides a solid basis in key digital branding areas.

"This course provides a solid foundation in digital branding concepts, covering all the essential areas like owned, earned, and paid media. It's a great start."

"I found the content really helpful for getting a grasp on how brands communicate in the digital age. It lays out the fundamentals clearly."

"As someone new to this field, I appreciated the clear explanations and structure. It builds the knowledge step by step."

"Provided a strong base to understand the shifts in consumer behavior and content strategy."

Some material may not reflect the latest digital trends.

"Given how fast digital marketing changes, some parts felt a little outdated. Needs refreshing."

"While the core principles are sound, specific platforms or examples mentioned could be more current."

"I think the course would benefit from an update to include the very latest trends and technologies in digital engagement."

"A rapidly evolving field, so some sections felt slightly behind the curve."

Too basic for those with prior digital marketing experience.

"While a good overview, this course was quite basic. Experienced marketers might find it covers concepts they already know."

"I was hoping for more advanced strategies, but it stayed mostly at an introductory level."

"If you already work in digital marketing, you might find the material to be a recap rather than new learning."

"Felt a bit surface-level on some topics; needed external resources for deeper understanding."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Digital Branding and Engagement with these activities:

Review the fundamentals of digital marketing

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Reviewing the basics of digital marketing will help you understand the concepts covered in this course.

Browse courses on Digital Marketing

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Read introductory articles or books on digital marketing
Watch online videos or tutorials on digital marketing concepts
Take a practice quiz or assessment on digital marketing

Discuss digital marketing strategies with peers

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Discussing digital marketing strategies with peers will help you learn from others and gain new perspectives.

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Find a study partner or group
Discuss key concepts from the course
Share your own experiences and insights

Develop a content marketing strategy

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Creating a content marketing strategy will help you understand the process of developing and distributing content for your brand.

Browse courses on Content Marketing

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Identify your target audience
Define your content goals
Develop a content calendar
Create and distribute your content
Monitor and evaluate your results

Three other activities

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Create a social media marketing campaign

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Creating a social media marketing campaign will help you understand the process of developing and executing a campaign on social media.

Browse courses on Social Media Marketing

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Set your campaign goals
Choose the right social media platforms
Develop your campaign content
Run your campaign
Track and evaluate your results

Create a digital marketing blog or website

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Creating a digital marketing blog or website will allow you to showcase your skills and establish yourself as an expert in the field.

Browse courses on Content Creation

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Choose a niche and target audience
Create high-quality content
Optimize your content for search engines
Promote your content through social media and other channels

Develop a digital marketing plan for a real business

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Developing a digital marketing plan for a real business will allow you to apply your knowledge in a practical setting.

Browse courses on Digital Marketing Plan

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Identify the client and their business goals
Conduct market research
Develop a marketing strategy
Create a detailed marketing plan
Implement and track your marketing plan

Career center

Learners who complete Digital Branding and Engagement will develop knowledge and skills that may be useful to these careers:

Digital Marketing Specialist

Learn how to strategize and execute digital marketing campaigns that engage audiences and drive business outcomes. This course covers content creation and distribution, earned media management, and the measurement of digital marketing performance.

See salaries and explore the career path for Digital Marketing Specialist

Social Media Manager

Develop and implement social media strategies that build brand awareness, engage followers, and drive traffic to your website. This course will teach you how to create engaging content, manage social media accounts, and measure the effectiveness of your campaigns.

See salaries and explore the career path for Social Media Manager

Content Marketer

Learn how to create and distribute valuable, relevant, and consistent content to attract and retain a clearly defined audience and drive profitable customer action.

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Brand Manager

Develop and execute brand strategies that build strong brands and drive business growth. This course will teach you how to define your brand positioning, create brand guidelines, and manage brand reputation.

See salaries and explore the career path for Brand Manager

Public Relations Specialist

Learn how to build and maintain positive relationships with the media and other stakeholders. This course will teach you how to write press releases, manage media relations, and respond to crises.

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Marketing Communications Manager

Develop and execute marketing communications plans that align with business objectives. This course will teach you how to create marketing materials, manage marketing budgets, and measure the effectiveness of marketing campaigns.

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Marketing Analyst

Analyze marketing data to identify trends and opportunities. This course will teach you how to use data analysis tools and techniques to measure the effectiveness of marketing campaigns and make data-driven decisions.

See salaries and explore the career path for Marketing Analyst

Digital Marketing Manager

Plan and execute digital marketing campaigns that drive business results. This course will teach you how to use digital marketing channels to reach your target audience and achieve your marketing goals.

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Marketing Consultant

Provide marketing consulting services to businesses. This course will teach you how to develop marketing plans, conduct market research, and implement marketing campaigns.

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Sales Manager

Develop and execute sales strategies that drive revenue growth. This course will teach you how to manage a sales team, develop sales pipelines, and close deals.

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Business Development Manager

Identify and develop new business opportunities. This course will teach you how to build relationships with potential customers, create business proposals, and close deals.

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Product Marketing Manager

Develop and execute product marketing strategies that drive product adoption. This course will teach you how to define product positioning, create product messaging, and manage product launches.

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Market Research Analyst

Conduct market research to identify trends and opportunities. This course will teach you how to design and conduct market research studies, analyze data, and make recommendations.

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Advertising Manager

Develop and execute advertising campaigns that drive brand awareness and generate leads. This course will teach you how to create advertising budgets, negotiate with media outlets, and track the effectiveness of advertising campaigns.

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Media Planner

Develop and execute media plans that reach your target audience. This course will teach you how to select the right media channels, negotiate with media outlets, and track the effectiveness of media campaigns.

See salaries and explore the career path for Media Planner