Next-Gen Brand Management

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Overview

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Transform your marketing career with modern brand management skills that combine traditional strategy with cutting-edge AI technology. This comprehensive program prepares you to build, manage, and scale brands in today's digital landscape using the latest tools and techniques. You'll master brand strategy fundamentals, social media marketing, AI-powered content creation, and data-driven decision making. Learn to use industry-standard platforms like Wix, Canva, Google Analytics, and GenAI tools including ChatGPT to create compelling campaigns that drive engagement and business growth. Perfect for marketing professionals, brand managers, entrepreneurs, and anyone seeking to enhance their digital marketing skills with AI integration. Build a portfolio of real-world projects including brand kits, social media campaigns, and AI-optimized content strategies that demonstrate your expertise to employers across industries.

Syllabus

Course 1: Brand Management: Strategies for a Strong Brand
Course 2: Brand Awareness Using Digital Brand Activation
Course 3: Digital Marketing Trends
Course 4: GenAI for Digital Marketing Specialists
Course 5: Social Listening
Course 6: GenAI for Social Media and Influencer Marketing
Course 7: Brand Marketing and SEO Tools using Wix
Course 8: Build a social media presence for your business using Canva
Course 9: Create a Business Marketing Brand Kit Using Canva
Course 10: GenAI for Digital Marketing and Ecommerce Analysts

Courses

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2 hours 30 minutes
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By the end of this course, you will create a marketing ready brand kit for a business. You will take a closer look at the free tools provided in Canva in order to create your brand kit. You will be able to incorporate a complete business style guide in order to create brand recognition as part of your multi-media marketing strategy. This course will include step by step guides to building an easily accessible style guide, creating folders for project organization, and building branded templates to add to your brand kit. You’ll have media that is ready for print or posting in your brand kit. Note: This course works best for learners who are based in the North America region. We’re currently working on providing the same experience in other regions.
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1 hour 55 minutes
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In this project we are going to design a company brand using Wix’s website builder, branding and marketing tools, and their SEO (search engine optimization) tools. By the end of this project you will feel confident and capable in improving the strength of your company’s brand and your website’s search ability. Wix is a free website building platform that combines professional designs with easy to use editing features. In addition to their website building capabilities, Wix can also help you build your brand through a wide variety of helpful marketing tools included on their platform. Whether you’re designing a logo or business cards, trying to send out fun and informative emails, or trying to create posts for social media, Wix can do it all. Wix even has a number of search engine optimization (SEO) tools which can help you increase your website’s visibility on web search engines. Note: This course works best for learners who are based in the North America region. We’re currently working on providing the same experience in other regions.
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1 hour 29 minutes
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In this guided project you will learn how you can create a social media presence for your small business and how you can use the Canva platform to do so. Canva is a graphic design web platform where we can create any type of material we need, from social media posts, brand kits, summaries, among many other things. Canva offers a number of tools to create content from elements, text sources, video, and audio. Canva has many elements that are free and gives you a lot of freedom when it comes to designing. It is an extremely useful tool for those who are just starting out and it even becomes a very good tool for those who have been designing more advanced programs for years. It is a quick option that does not need to be installed on your computer and as long as you have an Internet connection, it will be an accessible tool. Today you will learn how to use Canva to grow your small business, define your goals, find your ideal platform, create your own logo, discover ways to create innovative and eye-catching content, and finally learn how to plan your content in advance using Canva.
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4 hours 20 minutes
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In a continuously changing business landscape, brands hold more significance than ever before. As consumers become increasingly discerning, and societal values continuously evolve, understanding the multifaceted roles of brands becomes imperative for driving meaningful market impact. This course will challenge you to view brands as more than mere assets for business success. We explore how brands resonate with the human experience, influencing not only consumer choices but also shaping social norms and cultural narratives. From fostering emotional connections through compelling storytelling to driving positive societal change, you'll uncover the potential of brands as catalysts for both economic growth and responsible citizenship. This course is designed for marketing professionals, brand managers, entrepreneurs, and anyone seeking to enhance their brand management skills and drive success in the competitive market. It caters to Learners who aim to grasp the significance of brands not only as valuable assets but also as influential entities shaping societal dynamics. There are no specific prerequisites for this course. A basic understanding of marketing principles and branding concepts will be helpful, but not mandatory. An open mind and curiosity about the broader societal impact of brands will enhance the learning experience.
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2 hours 17 minutes
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Are you ready to take your digital marketing skills to new heights and boost your brand's visibility? This comprehensive course is tailored to help learners enhance brand awareness, engage target audiences effectively, and achieve meaningful results for their businesses or organizations. By completing this course, you'll gain the knowledge and skills necessary to: - Analyze brand identity components and craft impactful messaging strategies. - Identify suitable communication channels to reach specific target audiences. - Utilize basic social media metrics to measure performance and enhance audience engagement. - Outline a sustainable content strategy for long-term success in digital marketing efforts. This project-based course offers hands-on experience and practical insights to help you master the art of digital marketing and elevate your brand awareness initiatives. Prior knowledge of popular social media platforms and basic social media metrics is recommended for optimal engagement and learning outcomes.
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1 hour 44 minutes
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This course provides an in-depth understanding of how to leverage social listening to enhance customer engagement. It covers the foundational concepts and frameworks of social listening, its specific applications, real-world examples, and concrete skills and competencies. It aims to equip learners with the ability to effectively use social listening to manage their online reputation. By exploring the foundational concepts and frameworks of social listening, participants will gain insight into the powerful impact of monitoring and analyzing online conversations. The course will reveal how social listening can transform mere data into strategic insight, enabling companies to proactively engage with their audience, anticipate market trends, and manage their brand reputation more effectively. The course also looks at the strategic aspects of social listening - crafting actionable strategies from data, using analytical skills to interpret information, and making decisions that align with business goals. Whether you're a marketing professional, a business owner, or a communications expert, this course will give you a grounding in using social listening as a tool to boost your organization's online presence and customer interaction. This course is ideal for Marketing Managers, Social Media Managers, Brand Managers, Public Relations Executives, and Business Owners, providing them with the skills to leverage social listening for enhanced customer engagement and strategic decision-making. A basic understanding of business and business practices will be helpful, as well as some knowledge of social media, online marketing concepts, and reputation management, but this is not mandatory. An open mind and curiosity regarding the subject matter is all that is needed. By the end of this course, participants will be able to describe the role of social listening in customer engagement, list various social listening tools and their uses, develop effective social listening strategies, and apply these strategies to real-world scenarios.
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2 hours 13 minutes
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This course explores the evolving landscape of digital marketing, spotlighting recent trends reshaping brand-audience connections online. Learners gain insights into innovative strategies and digital tools, empowering them to create dynamic campaigns that engage and convert audiences. The course is ideal for ideal for marketing professionals and business owners as well as beginners and experienced practitioners. For the learners to get involved with this content, is suggested to engage with the interactive modules, case studies, and practical exercises. This course is designed for Digital Marketers, Social Media Managers, Content Creators, Marketing Strategists, Brand Managers, and Entrepreneurs who are keen on staying ahead in the rapidly evolving field of digital marketing. Whether you are a seasoned professional or an emerging talent, this course provides valuable insights and practical knowledge to enhance your digital marketing prowess and drive impactful campaigns. To get the most out of this course, learners should have a basic understanding of foundational digital marketing principles and be familiar with major social media platforms. This foundational knowledge will enable participants to fully engage with the course content and apply new strategies and tools effectively. After completing this course, learners will be able to examine the evolution of digital marketing trends and their influence on consumer behavior. They will discover innovative digital tools and platforms that are transforming marketing strategies and learn how to incorporate the latest trends into their digital marketing approach. Furthermore, participants will evaluate upcoming trends in digital marketing and prepare adaptive strategies to stay ahead in the industry.
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2 hours 13 minutes
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The GenAI Academy offers an engaging course designed specifically for Digital Marketing Specialists, focusing on how Generative Artificial Intelligence (GenAI) can revolutionize marketing strategies. This program provides you with essential knowledge and skills to creatively and effectively leverage GenAI in your projects. This course is designed for team leaders and managers seeking to enhance team productivity and creativity with GenAI, digital marketing specialists focused on improving content creation and campaign management, and career transitioners aiming to specialize in digital marketing and stay competitive by mastering GenAI technologies. While no prior AI expertise is needed, familiarity with popular social media platforms (e.g., Facebook, Instagram, Twitter, LinkedIn), strong communication and data analysis skills, and proficiency in content creation will enhance your learning experience. Embracing creativity and having a solid understanding of fundamental marketing concepts are also beneficial. Upon successful completion of the curriculum, students at any proficiency level will be well prepared to seamlessly integrate GenAI into their marketing strategies, leading to increased efficiency, productivity and favorable outcomes in their digital marketing endeavors.
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2 hours 42 minutes
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In today's fast-paced e-commerce world, staying one step ahead is key to success. The "Gen AI for Digital Marketing and E-commerce Analyst" course is designed to equip digital marketers and e-commerce analysts with the knowledge and skills needed to effectively use generative artificial intelligence for data analysis and decision-making. Through a combination of discussions, video demonstrations, and practical exercises, participants will gain a clear understanding of how GenAI can enhance the efficiency of data collection and analysis for successful business operations. This course caters to a diverse group of learners, including beginners in e-commerce analytics and digital marketing seeking to enhance their analytical capabilities with AI. It's ideal for junior analysts and marketers wanting to integrate AI tools into their workflows, as well as small business owners and entrepreneurs looking to leverage AI for better business insights and a competitive edge. This broad range of participants fosters a dynamic learning environment where varied experiences and insights are shared. Participants should have a foundational understanding of digital marketing, e-commerce, and data analysis, including familiarity with basic data collection, processing, and analysis techniques. Experience with tools like Google Analytics 4, Google Cloud Platform, Google Sheets, and Looker Studio is beneficial. An open mindset and willingness to experiment with Generative AI (GenAI) tools are essential. While deep technical training isn't required, prior exposure to data analysis will help in better absorbing and applying the course material. By the end of the course, learners will have a comprehensive understanding of GenAI's role in digital marketing and e-commerce analytics. They will recognize the importance of GenAI, its data collection and processing capabilities, and real-world applications. Participants will analyze key indicators, apply best practices for data analysis, forecasting, and visualization, and plan GenAI implementation in their businesses. Additionally, they will assess the benefits of GenAI, its impact on business goals, and identify steps for further skills development.
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4 hours 21 minutes
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"GenAI for Social Media and Influencer Marketing" is a practical, beginner-friendly course designed to equip you with the tools and strategies to thrive in the dynamic world of digital marketing. Did you know 87% of marketers say AI is revolutionizing how they engage audiences? Imagine crafting viral posts, analyzing trends in seconds, and scaling your brand effortlessly—all with Generative AI! This course will help you master these tools and become a trailblazer in social media marketing. In this course, you’ll not only learn the basics of Generative AI but also gain hands-on experience with tools like ChatGPT, Canva AI, and others. You’ll explore how to use AI to overcome creative blocks, craft relevant content, and automate tedious tasks, freeing up time for what matters most—building genuine connections with your audience. Through real-world case studies, you will learn how to achieve measurable results and transform your social media strategies. This course is designed for beginner social media enthusiasts, influencers aiming to expand their reach, digital marketers seeking to optimize campaigns using AI, and entrepreneurs looking to establish a strong online presence. It also caters to content creators eager to automate repetitive tasks and marketing students or aspiring professionals who want to explore the transformative potential of Generative AI in social media and influencer marketing. Participants should have a basic understanding of popular social media platforms such as Instagram, Facebook, and TikTok, including their core features. Familiarity with creating basic social media content such as posts, captions, and hashtags is essential, along with a strong interest in exploring AI tools to enhance creativity, streamline workflows, and boost engagement. Prior exposure to common AI tools like ChatGPT or Canva AI is recommended but not mandatory, as the course provides beginner-friendly guidance. By the end of the course, participants will be able to describe the principles of Generative AI and its role in transforming social media strategies. Learners will gain hands-on experience using tools like ChatGPT and Canva AI to craft personalized content and visuals tailored to diverse audiences. Additionally, they will master AI-driven workflows that enhance authenticity, save time, and scale social media impact, as well as analyze trends using tools like Google Trends to produce timely and engaging content that resonates with their audience.

Taught by

Abby Saey, Anton Voroniuk, Hector Sandoval, João Freitas, Karlis Zars, Khanya Modipa, Monica I. Heredia Rodriguez, Phil Gold, Stacey Shanklin-Langford, Starweaver and Vinita Silaparasetty