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Marketing Communications and Theory

Consider how brands can and should be built and managed in today’s New Media Communications and Content Marketing environment

Marketing Communications and Theory
  • Duration

    2 weeks
  • Weekly study

    1 hour

Learn about the benefits of creating superior brand experiences

Branding is the creative, strategic practice of informing potential customers what your company is all about: who you are, what you care about, why they should work with you and what they can expect from you.

Branding communicates everything about what the company does and how they do it into a clear singular, memorable message that people will remember and always associate with your company. For example, the McDonald’s golden arches or the multicolour rings on the Olympics emblem. Even a simple sound, colour, symbol or image can express significant connotations and associations that resonate the world over.

A company’s online presence is the début means by which most potential customers will learn about and interact with. Digital branding allows a company to zero-in on their customer by targeting specific customer personas through online platforms they use most frequently: Twitter, Facebook, Instagram and more.

Effective digital branding makes customers feel like they are speaking directly to the company, especially as companies engage on the same platforms they use to interact with friends and family members. Being personal and meaningful is how to convert one-time customers into lifelong brand followers.

What topics will you cover?

  • Knowing what the customers need
  • The concept of consumer touch points
  • Knowing your digital toolbox
  • Types of online advertising
  • Advantage and disadvantage of online advertising
  • Behaviour targeting/advertising
  • Native advertising

Learning on this course

You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

Who is the course for?

Students of the MSc Digital Marketing with Data Analytics degree

Who will you learn with?

A Senior Lecturer in Marketing at Coventry University London Campus, Joshie has delivered and designed a variety of courses within the field of Marketing across undergraduate, MSc and MBA programmes.

Who developed the course?

Coventry University

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

  • Established

  • Location


Learning on FutureLearn

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  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

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  • Whenever you’re ready, mark each step as complete, you’re in control

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