Purpose-driven Brand Management

About

Unlock the potential of brands to create a better world with our course "Purpose-driven Brand Management". In this course, we will explore the power of brands as catalysts for positive change, going beyond profit-making to make a meaningful impact on society and the planet. Students will obtain insights on essential knowledge and skills in brand management, consumer psychology, and ethical marketing

Course leader

Carlos Velasco

Target group

Students currently enrolled in a bachelor/undergraduate programme at university level

Course aim

Learning outcomes - Knowledge

Understand key concepts and processes associated with purpose-driven brand management.
Gain knowledge of how consumers perceive, judge, and behave in relation to brands.
Develop the ability to critically evaluate how branding can positively and negatively affect individuals, society, and the planet.
Acquire tools and knowledge to create and develop purpose-driven brands, drawing on scientific insights from consumer psychology and practical case studies.

Learning outcomes - Skills

Develop skills to strategically create, implement, and manage purpose-driven brands.
Gain competence in critically assessing the positive and negative effects of branding on individuals, society, and the environment, and make informed, ethical brand management decisions that contribute to a better world.
Acquire the ability to measure and critically analyze brand-related consumer behavior, and effectively engage with consumers to address their values and preferences while pursuing purpose.

General Competence

Critically think about and communicate concepts of purpose-driven brand management, its principles, and its role in creating a positive impact on society and the planet.
Demonstrate the ability to discuss, present, and apply branding management concepts to create brands that drive positive change in society, while effectively meeting business objectives

Fee info

Fee-paying students from one of our partner universities will automatically receive a 10% discount on the tuition fee. (Note: the waiver applies to the tuition fee only, not the total programme fee)