Netherlands, Amsterdam

Building Brands and Influencing Behaviour

when 7 July 2019 - 25 July 2019
language English
duration 3 weeks
credits 6 EC
fee EUR 1575

Steven Forbes, founder of Forbes magazine, once stated “Your brand is the single most important investment you can make in your business”, as it persuades customers to pay more, purchase more frequently, and retains their loyalty. In short, strong brands influence the behavior of customers, which subsequently drives business results. This program takes an in-depth look at the behavior of winning corporate, government, and non-profit brands, and the strategies behind them.

Course leader

Guido van Garderen

Target group

For current university students (Bachelors and Masters) in the arts and social sciences with an interest in branding, marketing, and business. For working professionals and entrepreneurs with a desire to continue their education/update their skills in this field.

Course aim

Participants will be able to create the foundation of their own start-up, nonprofit, or corporate brand, and be better equipped for a role in marketing or brand management. Throughout the programme, we will move from behavioural analysis and branding strategies to case-studies, and actual applications. The final project of this course will ensure that the methods learned in the classroom will be applied to a real client from the nonprofit sector, thereby bringing theory and practice together, while making a real impact on society.

Fee info

EUR 1575: Regular fee
EUR 500: Housing fee (optional)


Scholarships are available for students from LERU and U21 universities. Students from partner universities within the UvA’s Global Exchange Programme should also contact their home international office about scholarship possibilities.

Register for this course
on course website