Building Brands and Influencing Behaviour

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.

In this course, we examine what factors create a winning brand, analyse the strategies behind it, and observe how the resulting behavior of consumers makes an impact on the bottom line of the organization. This three-week summer programme will provide students with the skills to define the brand essence of an organisation and bring it to life through design, copy and behaviour.

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) 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

By the end of this course, you will understand how all of the aspects of the brand need to work as one, in order to create a unique and relevant experience.

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 1750: The tuition fee includes all course materials, excursions and site visits, lunch on class days and a public transportation card.
EUR 875: Approximate housing fee for the duration of the course. Arranging housing through our office is optional.

Scholarships

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