A brand's marketing communications must be where target consumers are, and they are increasingly online. As the number of online channels grows, it becomes even more important to ensure that marketing communications are integrated and targeted to the brand's key audience. Successfully defining that target audience, then designing communication that will resonate with them and shape their brand beliefs, must be the basis of the organization's online marketing. With those in hand, you can focus on the two main channels of online marketing: website and search engine marketing.

In this course, you will examine how to identify the brand's target market and develop a brand voice that will resonate with them. You will also determine how to develop a creative strategy and marketing messages that will effectively shape the target audience's brand beliefs. You will then examine the importance of the brand website as the centerpiece of your online channels along with the many ways to keep the website functional, engaging, and fresh. Finally, you will explore search engine marketing, including how to bid on search keywords, which keywords to bid on, and how to make effective use of online display advertising. Throughout the course, you will remain centered on the importance of ensuring that the brand channels speak with one voice, with messaging tailored to the target audience and in support of the broader integrated marketing strategy.