Digital Branding and Engagement
School: Curtin University
Registration Link: Digital Branding and Engagement
Start Date: November 2, 2015 (4 Weeks Long)
Workload: 1-2 Hours Per Week
Instructor: Sonia Dickinson
Credentials: An associate professor at Australia’s Curtin University, Dickinson teaches courses in digital communication management. She earned the school’s Teacher of the Year Award in 2006, 2007 and 2009, along with receiving the Australian Learning and Teaching Council Award in 2011.
Description: Twenty years ago, marketers controlled the message and the conversation. They carefully crafted their messages, with little worry that any fissures between brand perception and brand experience would be exposed on a large scale. And then the internet came along. Suddenly, consumers could communicate with each other on a wide scale. As entry to market eased, mass messaging was replaced by segmentation. Even more, consumer expectations rose, as they demanded increasing attention, access, and input. Customers became partners, requiring brands to stay in constant contact with the grassroots.
In a bottom up world, where every touch point is a “conversation” and the customer is king, digital marketing is the ideal outlet to build brand awareness and engagement. To be successful, marketers must ignore the principles of the past. In this course, students will learn the new rules for brand communication. Over four modules, students will learn about the differences between paid, owned, and earned media; producing copy that furthers goals, and maximizing content distribution; and developing strategies gaining customer participation and building up engagement.
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Additional Note: FutureLearn is also offering a course called “Brand Storytelling: How to Use Narrative to Sell,” which starts on November 16. To register for the course, click here.