Amplifying the Brand Promise

The desire to come together around shared interests and communicate passions and values is a profoundly human instinct. It is also essential for brands. A diverse consumer base and ongoing fragmentation of media and consumer preferences make it increasingly difficult for marketers to reach audiences in an effective and efficient manner, as attention and consumption of content are spread across a wide array of platforms. Marketing messages must break out of the sea of noise, with all marketing tactics aligning in support of a clear and authentic brand promise. Social and digital platforms allow brands to capture actionable insights about consumers, amplify and clarify the brand’s messages, and strengthen other tactics within an integrated marketing strategy. This course provides an approach to incorporating social media into a broader marketing strategy that aligns with a brand promise. Through hands-on examples and case studies, students gain insight into how the media landscape has evolved, how consumers can be targeted individually at any time and on any device, and how the best brands amplify their brand promise. 
Continuing Education Units (CEU) : 2.5

You'll walk away with

• At the conclusion of this course, students will be able to:
• Apply social conversation analysis as a research methodology for deriving consumer insights about brands.
• Assess and apply an innovative impact formula to develop social media strategies and tactics that engage consumers and solidify brand loyalty.
• Evaluate the potential for an integrated social strategy to authentically connect a brand’s promise to its purpose, thus amplifying its organic reach and overall return on marketing investment (ROMI).
• Explore and apply an evolved social activation role for “connectors,” the unpaid but deeply enthusiastic micro-influencers with the potential to increase overall marketing efficiency via passionate recommenders.
• Develop and present a brand amplification plan, which is fueled and sustained by an integrated - paid and organic - social media marketing strategy enabled by social activation.

Ideal for

• Professionals looking to deepen their marketing knowledge and to accelerate their careers by understanding the role of social media in supporting a brand
• Students looking to evaluate the effectiveness of social media and learn how organizations can extend the reach of their marketing efforts with little incremental spending