The contemporary media landscape offers a staggering range of marketing communications channels and tools. These include digital channels, social media platforms, influencers and content creators, user-generated content, and experiential marketing, along with the full suite of traditional media such as print, radio and TV, and public relations. It is therefore critical that brands optimize their marketing communications to meet and exceed the needs and expectations of their current and future customers.

In this course, you will explore ways to utilize online and traditional media to effectively communicate a brand's promise and voice, build positive associations with the brand, drive sales, and meet marketing goals. You will examine search engine optimization strategies and analyze the role content marketing plays in building the brand's online presence. You will also delve into the nuances of creating content for social media channels, managing online communities, and working with influencers. Throughout, you will assess the continued role that traditional media and tools play in meeting integrated marketing communications goals. After successful completion of this course, you will have analyzed, practiced, and applied a wide range of contemporary digital marketing strategies designed to strengthen and enhance the audience-brand relationship.