Ef­fect­ive Brand Ad­vocacy

Course content

This course will equip students with the skills to effectively advocate for their companies and brands at all times. As public attention to social, political, and environmental matters grows, brands are increasingly expected to take meaningful positions and demonstrate engagement that transcends financial aims. Today, organizations are recognized as contributors to broader societal conversations, influencing cultural norms and responding to changing expectations. By developing strong brand advocacy, employees and stakeholders can authentically represent the company’s core values and responsible commitments, strengthening connections with communities and advancing the brand’s role in positive change.

Digital advocacy is the use of technology to create, promote, and mobilize support for a particular cause or campaign. It's an attempt to influence public perception. A good digital strategy uses a wide range of tools and content to connect the brand’s "social cause" with its audience more deeply. Such a strategy is not limited to the use of expensive and large social media, but is another way to offer support to all actors operating in conditions of scarce resources. Module topics will include:

• Collaboration with influencers
• Writing impactful
• Newsletters,
• Blogs and expert articles
• Social listening
• Managing social networks
• Effective utilization of videos and infographics

After the course, the student should be able to:

• Understand the principles of activism and advocacy and its role in business.
• Identify key stakeholders and develop strategies to engage them.
• Learn effective communication techniques for brand activism and advocacy, including storytelling and persuasive messaging.
• Explore AI, digital tools and platforms for amplifying advocacy efforts.
• Analyze case studies of successful advocacy campaigns to extract best practices.