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Curtin University

Digital Branding and Engagement

Curtin University via edX


Want to learn how to get people to engage with your brand, but not sure where to begin?

Digital technology has rapidly evolved in the last decade, and so too has the way people communicate. Businesses can no longer rely solely on traditional business models to build brand awareness.

In today’s interconnected, hyperaware world, brand awareness and brand engagement are synonymous. We are in the age of digital brand engagement, where brands need to participate in, and inspire, a two-way conversation with their consumers.

This course will teach you about this shift and how it has altered the way brands communicate with their audiences. You will learn about the challenges of managing a digital brand and how rich and compelling content, combined with digital distribution, are integral to brand engagement.

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.


Module 1: The Digital Consumer Compare and contrast marketer control versus consumer control Examine consumer empowerment Explore consumer participation and engagement Module 2: Content Marketing Examine content marketing and determine its value Explore different strategies for content distribution Identify some of the challenges associated with content marketing Module 3: Owned Media Assets Explore the concept of owned media and its importance to brands Investigate the impact of owned media decision making Examine a range of owned media assets and determine their value Module 4: Earned Media Investigate brand engagement and why is it important Examine and evaluate a range of engagement platforms Identify different levels of engagement Explore strategies for shaping earned media

Taught by

Sonia Dickinson


3.4 rating, based on 13 Class Central reviews

4.4 rating at edX based on 5 ratings

Start your review of Digital Branding and Engagement

  • Anonymous
    You get out of this course what you are willing to put into it. It is possible to skim through this course and still manage to get over the very low hurdles required to show content mastery. The information felt outdated in places. Since this is such a developing part of marketing, I would like to make sure I am reading the latest studies and articles reflecting current trends, not information that is a year or more outdated. However, there really was an excellent variety of supportive links and media to illustrate the various concepts in tangible ways.
  • Anonymous
    This is an up-to-date course on digital marketing and a great way to launch into a micro-Masters in the field. Multiple case studies and very useful summaries at the end of each module are included.
  • Anonymous
    I am taking this course now and I like it a lot.

    The content is concise and informative. A lot of links to extra material. The difficulty is easy to medium . This is my second one and I am aiming to finish this micro master.
  • Anonymous
    It's a good course to start with Social Media Marketing, though it gets a bit repetitive by the last module and is in some serious need of an update on some articles.
  • Anonymous
    Same as other reviewer, said class is In Progress, but see no course information. Could've sent an email or updated those interested who'd bothered to sign up.
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