list 4 séquences
assignment Niveau : Intermédiaire
chat_bubble_outline Langue : Anglais
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Les infos clés

credit_card Formation gratuite
verified_user Certification payante
timer 12 heures de cours

En résumé

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.

  • 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 

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Les prérequis

  • You will need access to a Google Account (FREE to create) to complete the activities in this course.
  • You will also need access to YouTube to watch a range of videos which are provided to illustrate examples of digital branding and engagement. 

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Le programme

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
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Les intervenants

Sonia Dickinson
Associate Professor in the School of Marketing
Curtin University

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Le concepteur

Curtin University
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La plateforme

EdX est une plateforme d'apprentissage en ligne (dite FLOT ou MOOC). Elle héberge et met gratuitement à disposition des cours en ligne de niveau universitaire à travers le monde entier. Elle mène également des recherches sur l'apprentissage en ligne et la façon dont les utilisateurs utilisent celle-ci. Elle est à but non lucratif et la plateforme utilise un logiciel open source.

EdX a été fondée par le Massachusetts Institute of Technology et par l'université Harvard en mai 2012. En 2014, environ 50 écoles, associations et organisations internationales offrent ou projettent d'offrir des cours sur EdX. En juillet 2014, elle avait plus de 2,5 millions d'utilisateurs suivant plus de 200 cours en ligne.

Les deux universités américaines qui financent la plateforme ont investi 60 millions USD dans son développement. La plateforme France Université Numérique utilise la technologie openedX, supportée par Google.

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