Focuses on the practical application of digital branding. Explores a variety of brand-focused topics such as brand identity, consumer brand perceptions, brand positioning, branding standards, and creating a unified customer experience to foster brand recognition in the digital space. Explores user-generated content in marketing campaigns and the adapting of brand standards to a variety of channels such as email, social media and ecommerce. Students create a comprehensive digital strategy for an organization, completing a full audit and analysis of while developing strategies for optimizing reach and engagement.