Credential: Marketing Communications

In this course, we will explore how brand strategy and planning effectively come to life throughout a variety of channels in a larger marketing ecosystem. From brand identity, advertising, and creative execution, this course will equip you with a strong understanding of marketing and communication principles that guide a brand’s go-to-market strategy and help them win with consumers. Learn more about:

• Paid, earned, and owned channels
• Marketing strategy creation
• Customer segmentation
• Campaign and creative concepting
• Key messaging and content strategy
• Design and visual identity
• Traditional and out of home advertising
• Paid media, SEO, and other digital channels
• Social media advertising
• Digital PR including trust-building
• Emerging technology

*This Credential program is 8 weeks with 24 contact hours. To earn your badge of completion, you must achieve a minimum of 70% in 3 Key Performance areas: Attendance, Participation, and Activities/Assignments. The instructor will provide a specific rubric outlining the course syllabus’s Key Performance areas.*

INSTRUCTOR:

Ashley Gill is a career-long marketer with over 20 years of experience in the agency and client side. Her strong background in brand strategy advertising, content, and digital marketing has enabled her to lead successful multi-year agency relationships for brands like Charles Schwab, Nationwide, Google, GE Global Research, AEP Energy, and The James Cancer Hospital. She has also led the in-house brand strategy team at Ayco/Goldman Sachs and specializes in financial services and healthcare marketing. In addition to her love for all things marketing, Ashley is passionate in the areas of leadership, career development & coaching, and workplace culture.