Upon completion of the course students will be able to:

• Evaluate the context and strategies for websites, blogs and social media in today’s marketing mix
• Define online branding and explain its role and impact from an organizational and personal point of view
• Apply niche marketing principles to grow an online audience in web and social channels
• Design online marketing campaigns using web writing best practices and search engine optimization techniques to produce user-friendly web and social media content
• Demonstrate content marketing knowledge by building a basic website using Squarespace
• Identify and apply best practices for digital and social media, including building community and community management
• Use key social media channels and tools for business, such as Facebook, Twitter, Instagram, Pinterest and LinkedIn
• Describe the basics of analytics and the importance of using data to gain insights
• Assess best practices in governance, and legal and compliance considerations
• Identify ways to stay current in the industry