CERT X480 - Brand Management and Content Strategy
Description
Craft content and presentations that clearly communicate brand value and influence key decision-makers.Outline
Brand Management and Content Strategy offers a practical exploration of brand management principles and their direct application in developing compelling marketing campaigns. Students will learn the fundamental concepts of brand identity, positioning, and value proposition. The curriculum emphasizes the crucial link between a strong brand strategy and the production of content that not only attracts attention but also consistently reinforces the core brand message, across all channels.
A significant focus of the course is crafting effective content and presentations designed to influence key audiences. Learners will practice techniques for strategic messaging and creative execution. This involves mastering how to clearly and persuasively communicate brand value to diverse stakeholders, including consumers, partners, and internal decision-makers. The goal is to ensure all marketing output is both creatively engaging and strategically aligned with organizational goals.
By the end of the course, learners will possess the skills to design integrated brand campaigns that combine strategic messaging with creative content, effectively reinforcing brand identity. They will also be able to analyze brand positioning and market perceptions to inform their content development choices. Ultimately, students will be equipped to apply core principles of brand management to guide both content strategy and creative execution, ensuring all marketing efforts drive toward defined organizational objectives.
Course Outcomes
Learners will be able to:
- design integrated brand campaigns that reinforce brand identity while combining strategic messaging with creative content.
- analyze brand positioning and market perceptions to inform strategic messaging and content development.
- apply principles of brand management to guide content strategy and creative execution aligned with organizational objectives.
Course Format
This six-week course blends elements of asynchronous and synchronous components to provide learners with flexibility in project work, while also having face-to-face time with instructors and fellow learners via Zoom.
Each week, learners will:
- attend one 90-minute Zoom, during which students will participate in discussions and workshop their project with the instructor and peers
- complete three–four hours of assignments or project work
Learners will be graded based on completion of assessed assignments/projects.
Testimonials
Registering yourself with a credit card or U of M EFS number?
Select your preferred section and click Add to Cart.
Registering others or via other means (check, invoice, third-party credit card)?
Register using the Other Payment Type Form
Applies Toward the Following:
- Marketing Management Certificate : Required Courses