Digital Branding: Engage Audiences in the Digital Age

This course provides a comprehensive exploration of digital branding and engagement strategies in the modern marketing landscape. It is structured into four modules, each focusing on crucial aspects of digital brand management. The first module examines the digital consumer, exploring how consumer empowerment and participation are altering brand communications. The second module delves into content marketing, discussing strategies for content distribution and addressing challenges in this field. The third module focuses on owned media assets, investigating their importance to brands and the impact of owned media decision-making. The final module covers earned media, exploring brand engagement platforms, levels of engagement, and strategies for shaping earned media. Throughout the course, learners will gain insights into the interrelationship between paid, owned, and earned media, and how these elements contribute to effective digital branding. The curriculum is designed to equip marketers with the skills to create and distribute compelling content using an owned digital channel approach, ultimately increasing brand engagement in the digital age.