Course overview

While most marketers understand the theory behind brand strategy and brand identity, they struggle with the practical skills required to turn their vision into a reality. In order to achieve this, they need to master one of two skills. Either understand the language of design and be able to write a creative brief that clearly articulates their vision, or understand how to use a range of specialist graphical design packages to create their vision from scratch 

As one of the most effective methods of growing audience engagement, developing a brand presence, and driving sales, content marketing has become a major growth method for most businesses. Content marketing allows building trust with a company audience, improving conversions, connecting with its customers, and generating leads. Additionally, nowadays, customers expect high quality, consistent content from their favorite brands.

Learning objectives

The aim of this module will help you develop the technical and creative skills you need to plan, design and craft a unique brand identity that can be rolled out across a range of media and platforms. You’ll learn both how to develop a creative brief as well as how to provide detailed meaningful feedback to designers, so they can edit your design so that it reflects your vision.

By the end of this module students will be able to:

1. Define a content-based marketing strategy.
2. Create and evaluate creative briefs suitable for a professional marketing environment.
3. Develop a set of professional brand guidelines in response to a professional brief to be implemented across a range of different platforms and media.
4. Utilize a range of computer packages to design, produce and edit creative outcomes.
5. Develop the strategic and production skills to manage and create impacting content according to the audiences and along their customer journey, in coherence with the brand positioning and its editorial style
6. Develop a content road map and editorial plan
7. Write a creative brief to pitch to communication agencies
8. Create a piece of editorial digital content
9. Create visual contents according to the defined content strategy
10. Use AI  to generate content with efficiency