Integrated Brand Storytelling

A required course in the Digital Marketing & Communications Certificate Program.

In this course, students will study the components and construction of a brand planning matrix to ensure proper brand positioning and message consistency, the use of AI to develop new content, influencer marketing, content marketing, and strategies for maintaining messaging consistency. We will create memorable communication through the creative process, achieving stakeholder buy-in and using AI to develop creative campaign options. Throughout the course, we’ll be learning how to develop a marketing campaign for a brand and discuss some of the challenges in maintaining message consistency across organizations and external media.