Netherlands, Utrecht

Corporate Branding & Design

when 6 August 2012 - 10 August 2012
duration 1 week
credits 2 EC
fee EUR 590

In our changing world public and private organizations make more and more effort to reach people and gain their attention. We live in a visual culture and the choice of very many media resources leads to zap behavior. The first impression is increasingly the decisive impression. Design is important to visualize the corporate personality. It is the base of a distinctive positioning among competitors on the market and helps acquiring the positive attention of consumers and other target groups through starting and maintaining a brand relationship.

Each student in this interactive course selects an organization of which the corporate branding and design will be working material for the course. Workshops will use this organization's visual expressions and collected background information. The selected organization can be large or small, known or unknown, public or private. It can be the organization where a student works, might want to work after graduation, or is otherwise interested in.

Course leader

Drs. Inez Meurs

Target group

This course is especially designed for students with some background in marketing or with a strong interest in the field of corporate branding and design. The course is very interactive and has a strong practical focus, requiring hard work, a very active study attitude, and an open mind to new, broad (multicultural) communicative approaches.

Course aim

The aim of the course is to give participants
-insight in the importance and opportunities of design and design management for organizations of all kinds.
-knowledge and understanding of the links in theoretical background between Corporate Branding, Marketing & Design, also in international and intercultural perspective.
- insight in reaching audiences through relevant knowledge of their needs and practicing creative and innovative use of media and resources.
-insight into various ways of effectiveness research.
-a transfer of this theory into a practical analysis, research and advice of the business that the participant is “adopting” during the course.

Credits info

2 EC
Certificate of Attendance

Fee info

EUR 590: Course + course materials + housing


Utrecht Summer School doesn't offer scholarships for this course.

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