Netherlands, Amsterdam

Building Brands and Influencing Behaviour

when 14 June 2020 - 2 July 2020
language English
duration 3 weeks
credits 6 EC
fee EUR 1600

[Due to the Covid-19 pandemic, this programme has been cancelled for summer 2020. If you are interested, please visit the programme website and send us an email. We will keep you posted about online alternatives, other developments and summer 2021].

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 (MSc at the University of Amsterdam; MPA at Harvard Unviersity) is currently pursuing a PhD in marketing. His research examines how a well-defined brand strategy helps destinations attract talent, trade, tourists and investment, thereby

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 or 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.

Credits info

6 EC
Upon successful completion of the programme, students who wish to earn credits will receive an official transcript stating the courses taken, credits earned and grades obtained.

Fee info

EUR 1600: Tuition fee, including all course materials, excursions and events.
EUR 500: Housing fee (optional).


Several scholarship opportunities are available. Please check the course website for more information and scholarship deadlines.