DES 410 - Brand Strategy: Tactics & Digital Tools


Description: Brand strategy for cultivating enduring customer relationships and fostering competitiveness in evolving digital markets. Tools and tactics to create persuasive content, utilize data for media design, and strategize with paid and owned digital media. Skills in strategic storytelling, content calendars, and social media strategy for a comprehensive understanding of digital branding.

Prerequisites: DES 306

Credits: 3
Lecture: 2
Lab: 3

Course Content:
  1. Branded landing pages, funnels, and automation
  2. Digital ad creation
  3. Writing effective briefs
  4. Immersive brand experiences
  5. Message continuity
  6. Emerging media design
  7. Data-based design
  8. Strategic storytelling through digital assets

Learning Outcomes:
  1. Compose strategic digital experiences, including the development of effective landing pages. (1,4,6)
  2. Evaluate persuasive content strategies to captivate target audiences and foster engagement across a spectrum of digital platforms. (4-6)
  3. Integrate emerging media design into brand asset creation. (1,2,6)
  4. Appraise data-driven insights to inform media design decisions. (7)
  5. Assess paid and owned digital media creation strategies to critically examine consumer engagement. (1,6,7)
  6. Create strategic narratives, demonstrating their significance in crafting immersive brand experiences. (1,4,8)
  7. Construct highly effective briefs. (3)


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