Creative Strategy for Emerging Digital Media
Learn Path Description
Develop your digital communication skills to shape engagementRecent events have accelerated the need for digital transformation across every sector. Engineering successful communication in the digital landscape is now core to the success of any organisation. Across the four courses of this ExpertTrack, you’ll grow your understanding of brand, social media, influencer, and extended reality marketing, learning to build different marketing strategies and use digital media to enhance your brand. Discover how digital storytelling plays into your brand strategy Communication is key in the digital landscape and developing a fully realised brand is an important part. Whether it’s brand story, tone of voice, or visual language, each part of the brand needs to be consistent and reflect the brand’s purpose. With first-hand advice from award-winning international creative agencies, you’ll be introduced to industry-standard thinking frameworks and develop key tools that will help you operate productively within the digital marketing landscape. Use social media and influencer marketing to enhance brands Social media and influencer marketing have grown exponentially in the last decade, making them almost essential parts of any brand strategy. You’ll learn how to articulate the ethos of an organisation using social media and other technology-driven communication platforms, developing your social media and influencer marketing skills. Explore the creation of successful marketing using AR, VR, and Extended Reality Extended reality technology is already part of everyday life. From Augmented Reality Snapchat filters to creative collaboration in games like Fortnite, these technologies provide huge marketing opportunities. On the final course in this ExpertTrack, you’ll dive into extended realities, learning about the immersive technologies that are shaping the metaverse and how this will change the landscape of digital communication forever. Using case studies from MB Labs and insights from the Office of Future Interactions, you’ll explore the marketing opportunities these technologies present, and how to create future-facing strategies. Learn from the experts at leading marketing agencies You’ll be guided through this course by exceptional educators from Ravensbourne University, one of the top-ranking universities for art and design. Throughout the course, you’ll also hear from leading specialists at top marketing agencies including Moving Brands, MB Labs, the Wilderness Agency, Kairos Media, and the Office of Future Interactions. Unable to play video. Please enable JavaScript or consider upgrading your browser.Download video: standard or HD0:09Skip to 0 minutes and 9 seconds The strategy, the think, and all of those things were where the real value lay within the future of design and branding. 0:22Skip to 0 minutes and 22 seconds Consistency is important, but consistency is kind of quite rigid. The clients were going, ah, interesting. We should be thinking about these things. It’s about teasing it out from the client. Our approach at Wilderness is to think like a fan. I think it’s important that you’re always experimenting; you’re always trying new things. You can pull the data together you want. It’s then about telling the story from it. This term influencer is actually now kind of a bit of a buzz word. It’s not just a case of saying, come and buy my stuff. It’s how are you going to make them care? What are you offering them in return? 0:56Skip to 0 minutes and 56 seconds If your brand is about helping them communicate or struggling with an audience. Because the thing with social is that is it immediate. You know if something’s worked or it hasn’t. The algorithm purely picks up on what your audience are responding to. When brands can kind of see that community is very active and engaged, brands will then work with creators that obviously gives brand exposure. 1:21Skip to 1 minute and 21 seconds Everything you see in VR is artificially created, so it’s an illusions. I think a virtual reality often is about being transported to somewhere else. 1:31Skip to 1 minute and 31 seconds There will be a place which will be a world of connected experiences that will have dynamic situations. Fact is definitely following fiction.
Skills You Will Gain
Courses In This Learning Path
Total Duration
3 weeks
Level
Intermediate
Learn Type
Certifications
Brand Strategy and Communication
Design agency Moving Brands can help you create compelling brand stories
Although communication is essential to any business' success, managing the multitude of channels can prove difficult.
This course, which is a three-week long, will be offered by Ravensbourne University and Moving Brands. It will teach you the thinking frameworks used by Moving Brands, an international design agency that has won numerous awards.
Create frameworks for brand strategy planning and strategic planning
You need to ask key questions before you create comms about a brand. These questions will help you create a framework for your brand communication.
This course will teach you how to create communication that is both 'alive and willing to change' and coherent in its expression of value or purpose. This course will help you think about the what and how of a brand using Apple as an example.
Learn the importance of tone of voice and visual language
Brand's visual language, tone of voice and brand message are important building blocks.
This course will cover the various aspects of visual language such as layout, composition and typography. It also covers how brands create a tone of voice by using language that is consistent with their proposition.
You'll use top brands such as Brewdog, and case studies from Moving Brands to assess the strategic process of building a brand's visual language.
Find out how you can use your brand to create an experience
Technology has opened up new opportunities for brands to communicate with customers and create brand experiences.
This course will help you create brand experiences that enhance brand communication and tie back to your brand proposition.
Total Duration
3 weeks
Level
Intermediate
Learn Type
Certifications
Strategic Design for Social Media
It is difficult and complex to create a coherent strategy for creating social media content. However, social media marketing requires you to create the conversations that this content stimulates.
This three-week course will teach you the thinking frameworks used by Wilderness to create conversations that reflect the brand's values and purpose. Marketing is all about data, and social media marketing is no exception. However, context is also necessary to give meaning to data and make them useful in conversation design.
Learn about immersion strategies and research, as well as how to create 360-degree views of your target audience via social media. The most important factor in improving your content is reviewing it. To better understand the impact on your strategy, it is important to review, optimize, listen, and refine your content.
This course will help you to refine and evolve content across all platforms using case studies from NOW TV or Discovery Channel. Wilderness is one of Europe's fastest growing independent agencies and this course will provide insights and expertise.
Total Duration
3 weeks
Level
Intermediate
Learn Type
Certifications
Creating Strategies for Influencer Marketing
How to use influencers to create engaging communication
Mainstream media has struggled to cope with the huge popularity of vlogging, and the influence of the 'influencers that create content in this field.
Ravensbourne University's three-week influencer course and Kairos Media's one-week training will help you navigate the space. It will give you the skills to use influencers to create consistent communication about the purpose and value of your organization.
Find the influencer space in marketing
This course will begin by exploring the who, what and when of influencer market, including the rise of influencers on platforms such as YouTube, Instagram and TikTok.
After you have mastered the basics, it is important to learn what makes influencer content great for brands and what metrics can be used to measure success. These aspects will be covered, along with the rest of your pipeline, including audience segmentation and success planning.
Find out how to use gaming influencers.
Over the past decade, influencers have grown in popularity online. Gaming and gaming influencers are now extremely valuable for brands.
This course will help you market in the gaming influencer space. This course will teach you about the various platforms and how to select the right influencers to represent your brand. It also teaches you how to create influencer strategies using real-world case studies.
Kairos Media experts share their knowledge
This course provides insights and case studies by the award-winning creators the KFC gaming console. It will help you understand the dynamics in influencer marketing.
Kairos Media is one of the UK's fastest growing social media and creative agencies. They have a track record of establishing successful collaborations between brands, influencers and other businesses.
Total Duration
3 weeks
Level
Intermediate
Learn Type
Certifications
Creative Communication Beyond VR and AR
Use new creative realities to plan and deliver strategic communication
It can be hard to understand and navigate the rapid changes in technology-enhanced communications.
This three-week course by Ravensbourne University and Moving Brands will focus on the frameworks that can help you understand how to use technology related to augmented reality or VR to improve the purpose and value of your organisation or brand.
Leading experts share their insights on the potential for a new design reality
Matt Wade, the former Executive Creative Director of Google Creative Lab, will share his thoughts about extended reality with you.
You will also find case studies and insights from Moving Brands' research lab, which will allow you to see how agencies are exploring the possibilities of a new design reality.
Explore the potential of XR for marketing tools
Extended reality sounds futuristic, but it is all around us. XR is slowly creeping into the world, from augmented reality in Snapchat to real time play and co-creation with Minecraft.
This course will teach you some principles of extended reality and how to use them as marketing tools. The course will also examine the possibilities of creative technologies and how they can affect marketing, products, and services.
Explore the metaverse and future of XR technology for marketing
Marketing best practices and principles are always evolving, especially as technology advances. It's all set to revolutionize with the advent of AR, VR, or even the metaverse.
