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Digital Brand Builders: From Strategy to Social Influence

位教师：Pieter Bailleul

包含在中

了解更多

5个模块

深入了解一个主题并学习基础知识。

初级等级

无需具备相关经验

1 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

5个模块

深入了解一个主题并学习基础知识。

初级等级

无需具备相关经验

1 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

您将学到什么

Build and position powerful digital brands using strategic frameworks, storytelling, and community-building techniques.
Amplify brand impact through influencer marketing, co-creation, and AI-driven digital strategies.
Learn how to create brands that people genuinely remember, trust, and engage with in the digital world.

要了解的详细信息

可分享的证书

添加到您的领英档案

了解顶级公司的员工如何掌握热门技能

了解关于 Coursera for Business 的更多信息

Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

该课程共有5个模块

Ready to build brands that dominate online? In Digital Brand Builders, you'll master digital branding fundamentals like brand identity, experience, and community pillars. Learn to construct digital ecosystems to boost loyalty and value, landing top digital marketing jobs or launching your venture. Gain skills to differentiate products via storytelling archetypes, turning consumers into advocates. Succeed as a marketer by creating authentic digital experiences that drive conversions andband equity.

单元详情

Unlock the secrets of building powerful brands in the digital age with this course on Digital Marketing - Influencer Marketing & Branding. In a world where brands compete for attention across countless digital channels, understanding how to create, manage, and grow a brand is essential for any marketing or business professional. This course will guide you through the latest academic models and real-world strategies, from storytelling and brand equity to influencer marketing and AI integration, equipping you with the skills to stand out in today’s crowded marketplace.<br> By the end of the course, you’ll not only understand the theory behind great digital brands but also gain practical tools to apply these concepts—whether you’re launching your own brand, managing a company’s image, or working with influencers. You’ll be prepared to make data-driven decisions, adapt to the ever-changing digital landscape, and create brands that resonate and endure. This knowledge is crucial for anyone aiming for a successful career in digital marketing, communications, or entrepreneurship, where branding is the key to lasting impact and growth.

涵盖的内容

10个视频12篇阅读材料1个作业

10个视频总计60分钟

Course presentation3分钟
Introduction2分钟
Brand: a definition and its pillars6分钟
Digital Branding Fundamentals5分钟
Brand Equity in the Digital Age7分钟
Brand storytelling and archetypes8分钟
Why Branding Matters in a Digital World8分钟
Product Branding in a Digital Context8分钟
Services Branding in a Digital Context8分钟
Successful branding for products online5分钟

12篇阅读材料总计120分钟

CHANGES IN COURSERA10分钟
Course organization10分钟
Solving doubts and technical issues10分钟
Free for the UAB community10分钟
About the course certificate10分钟
FAQs - General topics10分钟
FAQs - Assessments and Certificate10分钟
Description of the module and Learning objectives10分钟
Reflections and Homeworks10分钟
Reflections and Homeworks10分钟
Reflections and Homeworks10分钟
Instructions10分钟

1个作业总计15分钟

Quiz 115分钟

This module dives into analytical tools and models like SWOT, Golden Circle, CBBE, and brand extension strategies for digital positioning.<br> You’ll master academic frameworks for strategic branding, including analysis tools, storytelling, co-creation, and extension models, applying them to digital scenarios for robust brand development.

涵盖的内容

9个视频6篇阅读材料1个作业

9个视频总计57分钟

Introduction1分钟
The Marketing Framework6分钟
SWOT, SOAR & more Brand analysis tools7分钟
The brand purpose and The Golden Circle7分钟
Brand storytelling6分钟
Storydoing: From Narrative to Action6分钟
Open innovation, Cocreation and UGC6分钟
Brand Models: EBBE, CBBE, Employer Branding7分钟
Brand extension, stretching and dilution11分钟

6篇阅读材料总计60分钟

Reflections and Homeworks10分钟
Reflections and Homeworks10分钟
Reflections and Homeworks10分钟
Reflections and Homeworks10分钟
Reflections and Homeworks10分钟
Instructions10分钟

1个作业总计15分钟

Quiz 215分钟

This module focuses on personal branding methodologies, employer branding, and service-specific digital strategies using tools like IKIGAI and LinkedIn.<br> You’ll build personal and employer brands via structured frameworks, service branding strategies, and digital tools, fostering authentic online identities for professional success.

涵盖的内容

10个视频1篇阅读材料1个作业

10个视频总计60分钟

Introduction1分钟
Personal Branding Fundamentals4分钟
Self Audit5分钟
Applying models6分钟
Creating your Personal Lean Canvas8分钟
Personal Branding in Digital Contexts8分钟
Employer Branding in Digital Contexts6分钟
Employer Branding Attracting & Retaining Talent7分钟
LinkedIn & Digital Presence. Practical Tools8分钟
Digital Branding for Services. People Marketing7分钟

1篇阅读材料总计10分钟

Instructions10分钟

1个作业总计15分钟

Quiz 315分钟

This module examines influencer selection, measurement, AI vs. human dynamics, and co-branding synergies with cases like Heinz and Chiquita. You’ll learn to partner with influencers and brands effectively, measuring impact and leveraging collaborations to amplify digital reach and innovation.

涵盖的内容

10个视频1篇阅读材料1个作业

10个视频总计63分钟

Introduction2分钟
Influencer Marketing. Fundamentals & Trends8分钟
Human vs AI Influencers. Opportunities & Challenges8分钟
Identifying & Partnering with the Right Influencers8分钟
Measuring Influencer Marketing Impact7分钟
Influencer Branding in Digital Contexts8分钟
Cobranding Fundamentals5分钟
Deep dive Heinz + Chiquita6分钟
Cobranding in the Digital Era5分钟
Brand Equity in Influencer Marketing7分钟

1篇阅读材料总计10分钟

Instructions10分钟

1个作业总计15分钟

Quiz 415分钟

This module covers AI integration, 7Ps/7Cs evolution, RTM, place branding, and trends with examples like Red Bull and real-time cases.<br> You’ll explore AI-enhanced branding for innovation with real-time tactics, marketing mix evolutions, and emerging trends to future-proof digital strategies.