Building Brands and Influencing Behaviour

About

The course is set up for students to learn both the theory and practice of branding. All concepts are accompanied by real-life examples and supported by various exercises. Also, we will be joined by a variety of expert guest speakers who will share lessons learned in the field. In the past, these included the brand managers of ING, Philips, and Interbrand, but vary every year. As the programme progresses, participants will dive deeper into the various aspects of brand strategy. From brand definition, consumer research, competitive positioning and differentiation, to brand values, identity design and the brand experience.

Throughout the course, students will work both on individual brand analyses in pace with what they learn in the lectures and guest sessions, and go deeper into applying their newfound knowledge in small workshops. Participants will work on creating deliverables from brand questionnaires to, a (digital) assessment of the brand/company, building a brand strategy and recommending how to bring the brand to ‘life’, culminating in final presentations on the brand of their choice.

The final, individual (take-home) assignment is optional (but mandatory for students seeking academic credit) and consists of a paper in which the participant will analyze and critique a brand of their choosing. This is an opportunity to apply the theory from the course and demonstrate your ability to explore and analyse a sub-topic, such as brand architecture, nudging, or verbal identity.

Target group

Level: Advanced Bachelors, Masters students and working professionals

Background: Students should have experience in concepts and theories in branding, marketing and business. Working professionals should have experience in the field of marketing, design or public relations. Applicants should want to expand their skillset and gain a competitive edge in business through developing a well-defined brand strategy.

Course aim

The aim of this course is to provide students with a new perspective on brands and branding, while challenging them to ‘think on their feet’ as a true brand strategist.

Fee info