A strong brand forms the basis of a meaningful relationship between your company, your product, your employees, and your customer. But it’s no easy feat. Develop your brand management knowledge and skills—with consideration of the social forces at play—and empower yourself with the ability to develop an effective brand strategy.

Communication and Collaboration #2 builds on your skills developed in Module 1. You'll focus on individual effectiveness in team settings as well as team interaction, conflict resolution and negotiation, and decision-making.

Explore the full range of digital marketing platforms and activities with best practices and innovation opportunities in mind. Consider the digital customer journey, online marketing, search engine optimization, paid search, and linkages between online and offline marketing channels as well as how the growth of technology will lead to new opportunities and challenges.

Marketing analytics enables you to gain a competitive edge and translate data into actionable decisions. Familiarize yourself with data sources and data types, so that you can understand statistical methodologies and draw robust conclusions from the data. Focus on customer retention, acquisition, loyalty, marketing mix optimization, and brand measurement.

Conduct a digital brand audit for a large B2C company, assessing the core elements of their brand communication strategy. Utilizing marketing analytic tools as well as advertising and online metrics, assess their current investment into digital marketing. Then, present your recommendations as to where future investment should be made and with what specific brands.