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Business & Entrepreneurship

Effective Brand Advocacy

When:

23 June - 04 July 2025

School:

CBS Summer University

Institution:

Copenhagen Business School

City:

Copenhagen

Country:

Denmark

Language:

English

Credits:

2.5 EC

Fee:

390 EUR

Interested?
Effective Brand Advocacy

About

This course will equip students with the skills to effectively advocate for their companies and brands at all times. As consumers become increasingly aware of social, political, and environmental issues, they expect brands to take active stances and demonstrate accountability beyond mere profit-making. This shift reflects a broader societal change where brands are no longer seen as detached entities but as influential players in shaping cultural narratives and driving change. This evolving landscape directly connects to the importance of business and brand advocacy. A robust brand advocacy program empowers employees and stakeholders to embody the brand's values and message, fostering an authentic representation of the company’s commitment to social responsibility.

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. Module topics will include:

Collaboration with influencers
Writing impactful
Newsletters,
Blogs and expert articles
Social listening
Managing social networks
Effective utilization of videos and infographics

After the course, the student should be able to:

Understand the principles of advocacy and its role in business.
Identify key stakeholders and develop strategies to engage them.
Learn effective communication techniques for advocacy, including storytelling and persuasive messaging.
Explore AI, digital tools and platforms for amplifying advocacy efforts.
Analyze case studies of successful advocacy campaigns to extract best practices.

Course leader

Milena Micevski

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

Fee

390 EUR, EU/EEA/Swiss nationals

Fee

785 EUR, Non-EU nationals

Interested?

When:

23 June - 04 July 2025

School:

CBS Summer University

Institution:

Copenhagen Business School

Language:

English

Credits:

2.5 EC

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