MKT 9784
Branding for the Digital Age · 3 credits · Fall 2026
Requirements
Prerequisite: MKT 9784 is not open to students who have completed MKT 9782 and MKT 9783.
About this course
In today?s digital age, firms need to constantly engage with their clientele in order to develop effective digital communication strategies. Given this, developing a concerted branding and content strategy has emerged as a vital component of modern digital marketing strategies, enabling businesses to connect with their target audience, to build brand awareness, and drive customer engagement. This course provides the foundations for the above by focusing on various components of online content marketing such as inbound marketing (including search marketing), social media marketing, email marketing, and owned media marketing (through channels such as blogs, videos, and podcasts). The course will encompass specific content management strategies that are used for brand building?such as organic search optimization, leveraging of social media platforms, and developing AI-enabled digital strategies ?to create high quality content that will resonate with a firm?s target audience and improve return on investment through relevantperformance tracking.
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