Is this course really 100% online? Do I need to attend any classes in person?

This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.

Can I just enroll in a single course?

Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Can I take the course for free?

No, you cannot take this course for free. When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. If you cannot afford the fee, you can apply for financial aid.

Will I earn university credit for completing the Specialization?

This Specialization doesn't carry university credit, but some universities may choose to accept Specialization Certificates for credit. Check with your institution to learn more.

Next-Gen Brand Management 专项课程

Master AI-powered brand management strategies. Learn brand management and AI-powered marketing to drive business growth.

位教师：Khanya Modipa

包含在中

了解更多

10 门课程系列

深入学习学科知识

4.7

（6 条评论）

中级等级

推荐体验

4 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

10 门课程系列

深入学习学科知识

4.7

（6 条评论）

中级等级

推荐体验

4 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

您将学到什么

Master brand strategy development, positioning, and governance using data-driven decision-making and modern tools.
Create compelling digital content and campaigns using GenAI tools like ChatGPT and Canva for maximum engagement.
Implement social listening strategies and SEO optimization to enhance brand visibility and customer insights.

要了解的详细信息

可分享的证书

添加到您的领英档案

授课语言：英语（English）

了解顶级公司的员工如何掌握热门技能

了解关于 Coursera for Business 的更多信息

Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

精进特定领域的专业知识

向大学和行业专家学习热门技能
借助实践项目精通一门科目或一个工具
培养对关键概念的深入理解
通过 Coursera 获得职业证书

专业化 - 10门课程系列

Transform your marketing career with modern brand management skills that combine traditional strategy with cutting-edge AI technology. This comprehensive program prepares you to build, manage, and scale brands in today's digital landscape using the latest tools and techniques. You'll master brand strategy fundamentals, social media marketing, AI-powered content creation, and data-driven decision making. Learn to use industry-standard platforms like Wix, Canva, Google Analytics, and GenAI tools including ChatGPT to create compelling campaigns that drive engagement and business growth. Perfect for marketing professionals, brand managers, entrepreneurs, and anyone seeking to enhance their digital marketing skills with AI integration. Build a portfolio of real-world projects including brand kits, social media campaigns, and AI-optimized content strategies that demonstrate your expertise to employers across industries.

应用的学习项目

Complete hands-on projects that simulate real marketing challenges, including creating comprehensive brand kits using Canva, building social media presences for businesses, developing AI-powered content strategies, and implementing SEO optimization techniques using professional platforms like Wix and Google Analytics.

Brand Management: Strategies for a Strong Brand

第 1 门课程4小时

您将学到什么

Understand main advanced brand management strategies, including brand positioning, brand architecture, and brand extensions
Brand equity, data tools, sentiment analysis, and valuation models guide strategic decisions in marketing.
Build a Brand Value Statement with input from customers, departments, and diverse feedback sources to align with brand purpose and customer needs.
Increase awareness on the concept of Brand Governance, and how methods and frameworks can be used to create logical applications and uses of a brand.

您将获得的技能

类别：Storytelling

类别：Brand Management

类别：Brand Loyalty

类别：Governance

类别：Stakeholder Engagement

类别：Sustainable Business

类别：Marketing Analytics

类别：Growth Strategies

类别：Branding

类别：Brand Marketing

类别：Marketing Management

类别：Innovation

类别：Communication

类别：Brand Awareness

类别：Customer Engagement

类别：Brand Strategy

类别：Business Analytics

类别：Data-Driven Decision-Making

Brand Awareness Using Digital Brand Activation

第 2 门课程2小时

您将学到什么

Are you ready to take your digital marketing skills to new heights and boost your brand's visibility?

This comprehensive course is tailored to help learners enhance brand awareness, engage target audiences effectively, and achieve meaningful results for their businesses or organizations. By completing this course, you'll gain the knowledge and skills necessary to: - Analyze brand identity components and craft impactful messaging strategies. - Identify suitable communication channels to reach specific target audiences. - Utilize basic social media metrics to measure performance and enhance audience engagement. - Outline a sustainable content strategy for long-term success in digital marketing efforts. This project-based course offers hands-on experience and practical insights to help you master the art of digital marketing and elevate your brand awareness initiatives. Prior knowledge of popular social media platforms and basic social media metrics is recommended for optimal engagement and learning outcomes.

您将获得的技能

类别：Branding

类别：Brand Awareness

类别：Brand Strategy

类别：Social Media Strategy

类别：Marketing Communications

类别：Digital Media Strategy

类别：Customer Engagement

类别：Social Media

类别：Marketing Analytics

类别：Social Media Marketing

类别：Target Audience

类别：Content Marketing

类别：Content Strategy

Digital Marketing Trends

第 3 门课程2小时

您将学到什么

Examine the evolution of digital marketing trends and their influence on consumer behavior.
Discover innovative digital tools and platforms transforming marketing strategies.
Discover how to incorporate the latest trends in digital marketing approach.
Evaluate upcoming trends in digital marketing and prepare strategies to adapt.

您将获得的技能

类别：Social Media Marketing

类别：Social Media Management

类别：Market Trend

类别：Content Creation

类别：Marketing Strategies

类别：Digital Marketing

类别：Customer Engagement

类别：Brand Management

类别：Digital Media Strategy

类别：Marketing

类别：MarTech

类别：Strategic Planning

类别：Consumer Behaviour

类别：Brand Awareness

类别：Trend Analysis

类别：Digital Advertising

GenAI for Digital Marketing Specialists

第 4 门课程2小时

您将学到什么

Understand the core functions of GenAI in digital marketing, distinguish it from traditional approaches, and identify its strengths and weaknesses.
Review case studies and assess the impact of GenAI on digital marketing operations, integrating best practices into your workflow.
Address ethical considerations, including bias, equity, data confidentiality, and security, while using GenAI tools.

您将获得的技能

类别：Generative AI

类别：Content Creation

类别：AI Personalization

类别：Content Marketing

类别：Data Ethics

类别：Brand Management

类别：Responsible AI

类别：Brand Strategy

类别：Prompt Engineering

类别：Data Analysis

类别：Marketing Analytics

类别：Analytics

类别：Brand Marketing

Social Listening

第 5 门课程1小时

您将学到什么

Describe the role of social listening in customer engagement
List various social listening tools and their uses
Develop effective social listening strategies
Apply social listening strategies to real-world scenarios

您将获得的技能

类别：Customer Engagement

类别：Competitive Analysis

类别：Trend Analysis

类别：Business Strategy

类别：Social Media

类别：Strategic Decision-Making

类别：Brand Management

类别：Strategic Thinking

类别：Analytical Skills

类别：Social Media Strategy

类别：Customer Insights

类别：Data-Driven Decision-Making

类别：Market Trend

GenAI for Social Media and Influencer Marketing

第 6 门课程2小时

您将学到什么

Describe the principles of Generative AI and its role in social media to integrate AI into content and strategy.
Use ChatGPT and Canva AI to create personalized content and visuals for diverse audiences.
Create AI-driven workflows to ensure authenticity, save time, and scale social media impact.
Analyze trends with tools like Google Trends to produce timely, engaging content.

您将获得的技能

类别：Content Creation

类别：Trend Analysis

类别：Social Media Marketing

类别：Social Media

类别：Customer Engagement

类别：Artificial Intelligence

类别：Social Media Campaigns

类别：Digital Media Strategy

类别：AI Personalization

类别：Canva (Software)

类别：Generative AI

类别：Drive Engagement

类别：Automation

类别：Analytics

类别：Social Media Strategy

类别：Creativity

类别：Instagram

类别：ChatGPT

Brand Marketing and SEO Tools using Wix

第 7 门课程1小时

您将学到什么

Create a Wix account and website
Design a logo, social media post and video
Manage your website's SEO

您将获得的技能

类别：Search Engine Optimization

类别：Brand Marketing

类别：Email Marketing

类别：Content Creation

类别：Marketing

类别：Web Analytics and SEO

类别：Branding

类别：Digital Marketing

类别：Social Media Marketing

类别：Web Design and Development

类别：Brand Awareness

类别：Marketing Design

Build a social media presence for your business using Canva

第 8 门课程1小时

您将学到什么

Learn how to built your social media presence for your small business
Establish your audience and learn how you can reach them

您将获得的技能

类别：Content Creation

类别：Social Media

类别：Target Audience

类别：Social Media Marketing

类别：Marketing Materials

类别：Content Strategy

类别：Branding

类别：Graphic Design

类别：Social Media Content

类别：Social Media Strategy

类别：Marketing Design

Create a Business Marketing Brand Kit Using Canva

第 9 门课程2小时

您将学到什么

Create a style guide template for branding.
Create a simple logo using style guide elements.
Create a branded business card template.

您将获得的技能

类别：Style Guides

类别：Branding

类别：Canva (Software)

类别：Brand Management

类别：Brand Awareness

类别：Organizational Skills

类别：Design

类别：Business

类别：Marketing Collateral

类别：Marketing Design

类别：Logo Design

类别：Marketing

类别：Marketing Materials

类别：Brand Marketing

类别：Digital Marketing

类别：Graphic Design

GenAI for Digital Marketing and Ecommerce Analysts

第 10 门课程2小时

您将学到什么

Understand the importance of GenAI I in digital marketing and e-commerce analytics.
Analyze key indicators for digital marketing and e-commerce.
Consider the potential benefits of using GenAI in your professional activities.

您将获得的技能

类别：Google Analytics

类别：Data Analysis

类别：Artificial Intelligence

类别：Generative AI

类别：Data Collection

类别：Key Performance Indicators (KPIs)

类别：Analytics

类别：Business Strategy

类别：Data Visualization

类别：E-Commerce

类别：Marketing Analytics

类别：Data Processing

类别：Web Analytics

获得职业证书

将此证书添加到您的 LinkedIn 个人资料、简历或履历中。在社交媒体和绩效考核中分享。

位教师

Khanya Modipa

Coursera

1 门课程1,282 名学生

Hector Sandoval

Coursera

10 门课程128,749 名学生

Phil Gold

Coursera

9 门课程21,725 名学生

提供方

Coursera

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Jennifer J.

自 2020开始学习的学生

''我直接将从课程中学到的概念和技能应用到一个令人兴奋的新工作项目中。'

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''如果我的大学不提供我需要的主题课程，Coursera 便是最好的去处之一。'

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常见问题

Yes, while this is an intermediate-level program, it's designed for learners with basic marketing knowledge. The courses progress from foundational brand management concepts to advanced AI applications, making it accessible for those ready to advance their marketing skills.

You'll gain proficiency in industry-standard tools including Canva for design, Wix for website building and SEO, Google Analytics for data analysis, and GenAI platforms like ChatGPT for content creation and campaign optimization.

This program prepares you for roles such as Brand Manager, Digital Marketing Specialist, Social Media Manager, Content Marketing Manager, and Marketing Analyst, with skills that are highly valued across industries embracing AI-powered marketing strategies.