Modern-Day Branding and Marketing Theory

This can be taken as part of the Digital Marketing Certificate, or it can be taken as a stand-alone course.

This course will explore the core elements of building and scaling a modern-day brand no matter your industry or business type. Key learning objectives include breaking down branding misconceptions, marketing theories, how to map your customer journey both online and offline, how to translate your brand DNA into a visual language including design a logo, and scaling your brand through your marketing efforts.

Topics covered include:

• Fundamentals of branding and how it relates to a marketing / business plan
• Audience personas and segmentation
• Defining brand DNA (positioning, purpose, culture and promise)
• Brand messaging and Unique Selling Propositions (USPs)
• Mapping your brand journey
• The meaning and value of brand equity
• Matching your brand’s visual language (logos, colors, fonts, graphical elements) with its DNA

Course Meetings Times

• Wednesday, June 1, 6–8 p.m. (in person)
• Wednesday, June 8, 6–7:30 p.m. (online)
• Wednesday, June 15, 6–7:30 p.m. (online)
• Wednesday, June 22, 6–7:30 p.m. (online)