Brand Management and Content Strategy offers a practical exploration of brand management principles and their direct application in developing compelling marketing campaigns. Students will learn the fundamental concepts of brand identity, positioning, and value proposition. The curriculum emphasizes the crucial link between a strong brand strategy and the production of content that not only attracts attention but also consistently reinforces the core brand message, across all channels.
A significant focus of the course is crafting effective content and presentations designed to influence key audiences. Learners will practice techniques for strategic messaging and creative execution. This involves mastering how to clearly and persuasively communicate brand value to diverse stakeholders, including consumers, partners, and internal decision-makers. The goal is to ensure all marketing output is both creatively engaging and strategically aligned with organizational goals.
By the end of the course, learners will possess the skills to design integrated brand campaigns that combine strategic messaging with creative content, effectively reinforcing brand identity. They will also be able to analyze brand positioning and market perceptions to inform their content development choices. Ultimately, students will be equipped to apply core principles of brand management to guide both content strategy and creative execution, ensuring all marketing efforts drive toward defined organizational objectives.
Course Outcomes
Learners will be able to:
- design integrated brand campaigns that reinforce brand identity while combining strategic messaging with creative content.
- analyze brand positioning and market perceptions to inform strategic messaging and content development.
- apply principles of brand management to guide content strategy and creative execution aligned with organizational objectives.
Course Format
This six-week course blends elements of asynchronous and synchronous components to provide learners with flexibility in project work, while also having face-to-face time with instructors and fellow learners via Zoom.
Each week students will:
- attend one 90-minute Zoom, during which students will participate in discussions and workshop their project with the instructor and peers
- complete three–four hours of assignments or project work
Students will be graded based on completion of assessed assignments/projects.
FAQ
Do I need to attend all Zoom sessions?
You are encouraged to attend all Zoom sessions of the course. During the live Zoom sessions, you will participate in valuable discussions and workshops that will aid in meeting the course learning objectives.
When is the course open?
The course Canvas site will open on the Wednesday before the first day of the course. All the modules will open on the first day of the course.
How do I successfully complete the course?
You will receive a grade of incomplete or complete based on your demonstration of course learning objectives. Learning objectives are demonstrated by completing assessed projects.
The instructor will assess each learning outcome as “not demonstrated,” or “demonstrated.” Completion of a course means that you have demonstrated achievement of all learning outcomes. Continuing Education Units (CEUs) and the certificate of completion for the course will be awarded only if you receive a grade of ‘complete’ for the course.
While participation in Zoom sessions and engagement with other non-assessed learning activities do not count towards the final grade, these activities are designed to be an integral part of achieving the course learning outcomes.
If you receive a grade of ‘incomplete’ after turning in an assessed project, you will have the opportunity to resubmit your project once. Please note, receiving a grade of “Incomplete” and/or failure to demonstrate a learning outcome will not result in a refund.
When do I need to turn in assignments?
Assessed projects and other learning activities must be submitted on or before the due date, unless specific extensions are granted by the instructor. Instructors may not grant extensions more than two weeks after the course end date.
What happens if I need to resubmit a project?
If you do not successfully demonstrate course learning outcomes in your first attempt on an assessed project, you will have the opportunity to resubmit your project one time. Resubmissions cannot be submitted more than 2 weeks after the original due date.
How can I request accommodations?
The University of Minnesota views disability as an important aspect of diversity, and is committed to providing equitable access to learning opportunities for all learners. The Disability Resource Center (DRC) is the campus office that collaborates with learners who have disabilities to provide and/or arrange reasonable accommodations.
- If you have, or think you have, a disability in any area such as, mental health, attention, learning, chronic health, sensory, or physical, please contact the DRC office on your campus (UM Twin Cities - 612.626.1333) to arrange a confidential discussion regarding equitable access and reasonable accommodations.
- If you are registered with the DRC and have questions or concerns about your accommodations please contact your (access consultant/disability specialist).
- If you need ASL Interpretation Services please fill out the request form for your class.
Please submit your request for accommodations at least two weeks in advance to guarantee we can accommodate the request.
Additional information is available on the DRC website or reach out by email: [email protected].
Transfer and Refund Policies
Transfer policy
You can transfer without additional charge to the next session if you inform CCAPS staff within the first two weeks of class of the need to transfer.
Refund Policy
CCAPS is able to provide partial refunds for the first two weeks of the course. Please see the refund timeline below:
- Before the first day of the course: 100% refund
- 1 - 7 days after start of course: 75% refund
- 8 - 14 days after start of course: 50% refund
- After 15 days: No refund available
Cancellation Policy
In the event CCAPS has to cancel the course due to low enrollment or unforeseen circumstances, we will offer you a transfer to another section of the course or full refund of the course registration fee.
