- Translate your creative talents into practical strategies for engaging audiences and building brands.
- Explore the effectiveness and application of cutting-edge and existing social media strategies and platforms.
- Develop the technical skills for measuring success through engagement, conversions and other methods of measurement – all on your schedule.
Digital Strategies for Online Branding
- Winter Term Begins
- Jan 7
Whether you’re selling a product or promoting your personal brand, social and digital are tools for generating awareness. Our flexible, online courses are 8-weeks long and asynchronous to accommodate your busy schedule.
What will you learn in Digital Strategies for Online Branding?
-When Citizens Become the Authority
-Assignments: Engaging Customers for Social Change & Course Research Proposal
-Social Media Policy and Ethics
-Social Media Guidelines
-Assignment: Writing Social Media Guidelines
-Frameworks, Strategies and Analysis
-Social Media Audits
-Learning to Develop Social Media Strategy
-Assignments: Using the SMART Framework to Assess Social Media Strategy & Social Media Audit: Dunkin Donuts
-Quiz: Social and Digital Media
-Analysis of Platforms and Analysis Preparation
-The Four P’s of Marketing
-Defining Key Segments
-Assignments: Segmentation, Targeting and Positioning: McDonald’s Case Study & SWOT Analysis (Part I)
-Competitive Analysis Preparation
-Identifying Customers and Evaluating Products
-Competitor’s Strengths and Weaknesses
-Market and Industry Outlook
-Assignment: Competitive Analysis
-Assignment: Social Media Analysis
-Search Engines and SEO
-Leveraging Social in SEO
-Social vs. Search
-Quiz: Search Engine and SEO
-Breaking Down Conversions
-Social Media and Conversion Rate
-SEO and Conversion Rate
-Final Exam: Amazon Case Study
Required Textbook: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk
Leveraging her experience as an award-winning retail executive, Shannelle Armstrong-Fowler teaches Fashion PR, Social Media and Digital Strategy. Her professional accomplishments include managing public relations for McDonald’s, Sears and Kmart. She also founded Haute & Co. Bridal™ Boutique and REVOLUTION Bridal™.
Armstrong-Fowler earned her master’s degree in Political Management from The George Washington University and has a bachelor’s degree in Administration of Justice from Virginia Commonwealth University.
I’ve been in communications for almost 20 years, I started in government relations and went on to corporate communications. When I started my own business, I used social media and digital communications exclusively to drive brand awareness and build my customer base.Impact of Social Media According to Shannelle