This course focuses on demand generation, measurement, branding, and messaging. You will examine demand vehicles used to execute marketing strategies, including types of demand, content, inbound vehicles, social media, PR, and other outbound vehicles. You will then learn how marketing and campaign performance are measured through top-line measures, program measurement, and performance metrics used to optimize strategy. The course also introduces branding and messaging, including branding basics, how brands are communicated, and how to craft effective messages for target audiences. Exercises, a practice activity on testing and refining a customer message, and knowledge checks help you apply these ideas to campaign execution, performance review, channel choices, and message development for specific audiences.