Brand Ambassador Certification Program Course Descriptions

Bios on all M&CS course instructors can be found at: uwf.edu/marketing/staff

PHASE I: FOUNDATIONS

• Marketing 101 (REQUIRED): This course is a primer on marketing that covers what Marketing is, what its functions are and the basic four-step process that should be followed when creating or implementing a new project or initiative for your division, department, unit or program.
  • Instructor: Sabrina McLaughlin, Executive Director, Marketing & Creative Services
    
    
• UWF Branding (REQUIRED): This course provides an overview of the institutional brand, the M&CS brand guide as well as how to work with our department, including an inside look at our core operational philosophy. Marketing 101 is a prerequisite for this course.
  • Instructor: Sabrina McLaughlin, Executive Director, Marketing & Creative Services

PHASE II: SPECIALIZED COURSES

Fall 2012

• Graphic Design: The course covers the basic Marketing & Creative Services design philosophy principles regarding contrast, repetition, alignment and proximity related to the UWF brand. This course requires basic knowledge of Adobe Creative Suite and access to the software license.
  • Instructor: Pola Young, Creative Director
    
    
• Digital Media: This course covers the acquisition and use of official university photography and video assets. In addition, tips and techniques on proper utilization of the assets are provided.
  • Instructor: Lauren Smith, Assistant Director, Digital Media
    
    
• Research & ROI Metrics/Evaluation: This course covers the basic fundamentals of facilitating marketing research projects such as surveys and focus groups. The material also covers how to properly analyze data and create ROI metrics in order to evaluate the success of your programs, projects and initiatives.
  • Instructor: Sabrina McLaughlin, Executive Director, Marketing & Creative Services
    
    
• Public Relations Writing: This course covers both writing for the eye and writing for the ear, so that participants can develop adequate skills for developing newsworthy press releases, as well as speeches that clearly communicate the desired message.
  • Instructor: Megan Prawdzik, Public Relations Director

Spring 2013

• CMS Site Prep: This course covers how to adequately prepare your website for the Content Management System migration.
  • Instructor: Jay Massey, Assistant Director, Web Services
    
    
• Writing for the Web: This course covers the various techniques used for crafting web-specific messaging in order to maximize space on a website, and developing content that is search engine-friendly.
  • Instructor: Jaimie Woodard, Web Services Manager
    
    
• Social Media Strategies & Tactics: This course reviews the UWF social media guidelines and teaches attendees how to strategically position the outlets in alignment with the university's goals as well as various tactics for use and promotion of programs, projects and initiatives.
  • Instructor: Megan Prawdzik, Public Relations Director
    
    
• Integrated Marketing Communications (REQUIRED): This course covers the fundamentals of analyzing research to properly identify your target audience and the key message strategies required to attract them. In addition, this course covers the importance of embracing multiculturalism within your marketing projects, programs and initiatives.
  • Instructor: Sabrina McLaughlin, Executive Director, Marketing & Creative Services