Course 1 –NAME OF THE GAME: STRATEGIC COMMUNICATION FOR POST-FACTUAL TOMORROW
Credit: 4
Duration: 4 weeks
Within the scope of this course, you will have information on which conventional and digital communication tools communicators and marketers use. You will also learn how to use an appropriate and optimum integration/combination of conventional and digital communication tools in strategic communication. Besides, you will learn why an integration of these tools is needed, and whether we need to integrate them all the time.
This course will also help you find out how big data is used to optimize a company’s offering and its appeal to customers. You will learn how to connect data on your operating environment to your product data, how to use visualization and storytelling to maximize product appeal and how to apply the basic narrative principles to captivate customers.
You will learn about the challenges faced by entrepreneurs in a post-truth era, including distortions in the information environment and related audience disillusionment and distrust. You will also find opportunity to discuss some of the key ways to build long-term relationships with consumers through adherence to ethical principles and embracing the authentic soul of the brand.
Finally, you will have a detailed outlook on developing digital media strategy. Within this framework, beside the elements of digital media strategy, you will have comprehensible information on
- how to align corporate goals,
- how to determine target audiences
- how to create appropriate content,
- how and when to respond to followers, and
- how to monitor results.