This course provides students with opportunities to implement personal and business brand strategy in the digital age. Students learn how to implement a complete three step strategic framework and create a scalable social media strategy to gain a complete understanding of the POST (people, objectives, strategy, and technology) process. Students learn how to develop "the Art of Branding" which is the strategy, customer behavior, brand identity, and the qualitative characteristics. They also learn how to implement "the Science of Branding" which is growth performance, social media analytics, and the quantitative characteristics. Students explore cohesive strategies that integrate social media marketing into sound business practices and methodologies for implementing tactics and social media channels to achieve organizational business and personal brand objectives
Upon successful completion of this course students will be able to:
- Implement a content marketing strategy, using major digital marketing channels.
- Learn how to measure digital marketing efforts and calculate ROI.
- Apply creative and critical thinking to strategies and tactics involved in building, leveraging, defending and sustaining inspired brands.