Czech Republic, Prague

Brand Management and Brand Design

when 16 July 2018 - 27 July 2018
language English
duration 2 weeks
credits 5 ECTS
fee EUR 750

One of the most important goals for businesses nowadays is to develop a strong and widely known brand. The question is however how to achieve to become a true household name? This course will provide you with all the necessary knowledge that a successful brand manager should have – strategic marketing and planning, public relations and communication, fundamentals of economics, market research, and more!

Branding is not merely restricted to the adverts which we see around us every day. It isn’t easy to convince people to purchase any product or services….especially with so much competition in all markets. Branding is a process of understanding the mixture of needs, wants and demands…and the subjective and objective attitudes and opinions of each potential customer. This Branding workshop will help you to understand context, experience the power of consumer research to get valuable insights, come with innovative ideas, planning and positioning.

You will become researcher, strategist, storyteller, designer, developer and entrepreneur during the two week work shop. This course is going to place a heavy emphasis on positioning and Brand Design. You will learn to use it in real life situations. Case studies of large companies and small companies will be used in addition to classical tools.

Course leader

Drs. Simon van Renssen
Senior lecturer at Saxion University of Applied Sciences in Deventer
Drs. Simon van Renssen graduated at the State University of Groningen in 1987 as a Social Psychologist specialized in Marketing and Marketing Research. After 10

Target group

Young professionals and university students with intermediary level of English

Course aim

Branding is not merely restricted to the advertisment which we see around us every day. It isn't easy to convince someone to reach into their pocket and give out cash for any product or service, especially with so much competition in all markets. Branding is a process of understanding the mixture of needs, wants and demand - and the subjective and objective attitudes and opinions of each potential customer. This branding workshop will help you to understand context, get valuable insights, come with innovative ideas, experience the power of immediate planning, and results of manipulating and teaching people about products and services.

You will become researcher, strategist, storyteller, designer, developer and entrepreneur during the two week workshop. This course is going to place a heavy emphasis on taking the branding theory and using it in real life situations. Case studies of large companies and small companies will be used in addition to classical and not-quite-so-classical pedagogical tools (just wait for the mystery shopping!).

SKILLS GAINED
- Provide an appreciation of the role of brands in consumers’ daily experiences and in creating value for the business and its stakeholders
- Increase fluency with the core principles underlying a consumer-centric approach to brand strategy, and create familiarity with research tools that illuminate the meaning and strength of any particular brand
- Augment students’ ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands
- Encourage the application of brand principles to oneself – so as to be aware when building and communicating one’s own personal and professional reputation (personal branding)

Credits info

5 ECTS
You will receive an official Certificate of Attendance upon completion of your course which you may use to show evidence of the skills you have learnt during the course and have the credits accepted by your home university.

Fee info

EUR 750: All courses take place in a new building of French Institute right in the center of Prague.
EUR 210: Accommodation fee for a 14night stay at Botic Student House starts at 15 EUR/night.

Everyday afternoon or evening activities organized - sports, weekend trips, city tours, sightseeings, parties etc.

Register for this course
on course website