MK650 Building and Managing a Resilient Brand (3 cr.)

In this course, students develop an understanding of the key components of a resilient brand. Students learn best practices for content, email, and social media marketing to drive audience engagement, brand awareness, and product/service interest. Developing personas, corresponding content creation and curation, and effectively managing the content calendar are examined. Additionally, students consider how to integrate website optimization and other digital marketing strategies into an existing marketing plan.

Upon completion of this course students are expected to be able to do the following:

1. Develop an integrated digital marketing plan that supports a brand.
2. Understand how to influence buyers at different stages of their journey.
3. Align digital marketing techniques with the organization objectives and SMART goals.
4. Practice social listening and apply findings to an organization’s marketing strategy.
5. Implement effective content, email, and social media marketing tactics.
6. Manage a brand’s online presence and educate key stakeholders in promotion and advancement.