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

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

Good to know

Know what's good

, what to watch for

, 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

Well-received digital marketing course

Learners say this engaging course provides up-to-date information on digital marketing, with case studies and informative summaries. It's a good starting point for those new to the field, but may be repetitive for experienced learners. Some students mention outdated content and delays in course availability.

This course is a good starting point for beginners.

"It's a good course to start with Social Media Marketing."

The course is informative and engaging.

"The content is concise and informative."

"This is an up-to-date course on digital marketing."

Some course content is outdated.

"The information felt outdated in places."

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.

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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.

See salaries and explore the career path for Marketing Communications 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 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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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.

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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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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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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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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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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.

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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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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.

See salaries and explore the career path for Sales Manager