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

Bachelor students

Course aim

Learning outcomes - Knowledge

- Understand key concepts and processes associated with purpose-driven brand management.

- Acquire knowledge about how consumers perceive, judge, and behave in relationship to brands.

- Develop the ability to critically evaluate how branding can positively and negatively affect various aspects of individuals, society, and the planet.

- Acquire tools and knowledge to create and develop purpose-driven brands using scientific insights from consumer psychology, as well as practical case studies.

Learning outcomes - Skills

- Develop skills to strategically create, implement, and manage purpose-driven brands.

- Competence to critically think and assess 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.

- Ability to measure and critically analyse brand-related consumer behaviour and effectively engage with consumers to address their values and preferences, while pursuing purpose.

Fee info