Ef­fect­ive Brand Ad­vocacy

About

A combination of assignment and presentation: A combination of in class assignments and presentation: The student must participate in minimum 80 % of the scheduled teaching.This course will equip students with the skills to effectively advocate for their companies and brands at all times. As public attention to social, political, and environmental matters grows, brands are increasingly expected to take meaningful positions and demonstrate engagement that transcends financial aims. Today, organizations are recognized as contributors to broader societal conversations, influencing cultural norms and responding to changing expectations. By developing strong brand advocacy, employees and stakeholders can authentically represent the company’s core values and responsible commitments, strengthening connections with communities and advancing the brand’s role in positive change.

Digital advocacy is the use of technology to create, promote, and mobilize support for a particular cause or campaign. It's an attempt to influence public perception. A good digital strategy uses a wide range of tools and content to connect the brand’s "social cause" with its audience more deeply. Such a strategy is not limited to the use of expensive and large social media, but is another way to offer support to all actors operating in conditions of scarce resources.
The student will receive three in class assignments and will be tasked with developing an advocacy strategy based on these assignments. Finally, they will present their advocacy solutions and strategies.

Learning objectives
After the course, students will be able to:

Master the art of activism and advocacy and understand its crucial role in shaping business success and driving social change.

Spot and strategize: Identify key stakeholders and create winning engagement strategies to bring them into your advocacy circle.

Communicate like a professional: Use storytelling, persuasive messaging, and emotional appeal to turn ideas into movements that captivate audiences.

Leverage digital and AI tools and platforms to boost your advocacy efforts and reach wider audiences.

Analyze real-world advocacy campaigns and extract actionable insights from the best in the business

Course leader

Milena Micevski - Department of Marketing (Marketing)

Target group

This is a graduate level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals

Fee info