Course Sessions
Spring 2 Term Begins
Apr 29


Do you know how to build your personal brand or generate brand awareness in a corporate setting? In this course, you’ll learn current social media and digital strategies for building a brand and measuring the effectiveness of your efforts across social media platforms. Explore the digital tools and techniques that will help you be more successful as a creative entrepreneur or corporate professional.

  • 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.

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?

Week One:
-Customer Engagement
-Social Change
-When Citizens Become the Authority
-Assignments: Engaging Customers for Social Change & Course Research Proposal

Week Two:
-Social Media Policy and Ethics
-Social Media Guidelines
-Assignment: Writing Social Media Guidelines

Week Three:
-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

Week Four:
-Analysis of Platforms and Analysis Preparation
-The Four P’s of Marketing
-Defining Key Segments
-SWOT Analysis
-Assignments: Segmentation, Targeting and Positioning: McDonald’s Case Study & SWOT Analysis (Part I)

Week Five:
-Competitive Analysis Preparation
-Identifying Customers and Evaluating Products
-Competitor’s Strengths and Weaknesses
-Market and Industry Outlook
-Assignment: Competitive Analysis

Week Six:
-Assignment: Social Media Analysis

Week Seven:
-Search Engines and SEO
-Leveraging Social in SEO
-Social vs. Search
-Measuring Results
-Quiz: Search Engine and SEO

Week Eight:
-Web Analytics
-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

Shannelle Armstrong-Fowler Photo

Shannelle Armstrong-Fowler

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.

Course: Digital Strategies for Online Branding

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