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Course Description

In this course, you will see that brand activation is much more than clever communications or perfectly placed messages. You will begin developing your skills in brand activation by identifying and analyzing a brand target market and determining consumer insights that will prepare you to create an activation plan. You will then define the brand values, personality, and purpose, and craft a brand positioning statement for your selected brand. These elements help ensure the activation plan aligns with the brand. You will also write key elements of a communication brief to ensure that all messaging and communication pieces align with the brand and with each other. Finally, you will outline a marketing communications approach specific to your brand and your target market that will lend itself to successful brand activation.

Faculty Author

Patti Mandel

Benefits to the Learner

  • Define a target market profile and consumer insights
  • Develop your brand's values, personality, purpose, and positioning statement
  • Create communication brief elements that inspire breakthrough thinking
  • Establish criteria to ensure creative content delivers on brand strategy
  • Identify different types of marketing tools that can efficiently and effectively reach your target market

Target Audience

  • Marketers
  • Brand managers
  • PR professionals
  • Communications professionals
  • Business leaders and executives
  • Entrepreneurs
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Enroll Now - Select a section to enroll in

Type
2 week
Dates
Dec 18, 2019 to Dec 31, 2019
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Jan 15, 2020 to Jan 28, 2020
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Feb 12, 2020 to Feb 25, 2020
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Mar 11, 2020 to Mar 24, 2020
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Apr 22, 2020 to May 05, 2020
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Jun 03, 2020 to Jun 16, 2020
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Jul 15, 2020 to Jul 28, 2020
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Aug 26, 2020 to Sep 08, 2020
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Oct 07, 2020 to Oct 20, 2020
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Nov 18, 2020 to Dec 01, 2020
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $0.00
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