Brand Management

£1,150

12 weeks (2pm-5pm)

Buchanan House, 30 Holborn, London, EC1N 2LX

Strategy plays an essential role in the success and sustainability of a brand. This course teaches the techniques and provides insight to help you plan, create and maintain a healthy, purpose-led brand. Start in September 2019 or February 2020!

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This course focuses on the key areas of brand management, taking both corporate and customer perspectives into account. You will acquire the mindset needed to succeed in a marketing role.

Course Overview

This course will deepen your understanding of marketing strategies both from a corporate point of view, and a consumer point of view. You will study brand building, architecture, positioning and more, learning how to critically analyse your own and other people’s brands.

By the end of this course you will be able to

Understand the importance of brand management in developing marketing campaigns and strategies
Understand the importance of brand experience and reputation management
Develop and build a brand strategy
Implement brand marketing and digital communication programmes

Who is it for?

This course is ideal for those looking to use social media and other digital marketing tools to their full potential in order to maximise their company’s client base. You will also develop a critical understanding of different social media platforms and understand which one to use for different purposes.

Course content

Brand and branding, marketing and strategy fundamentals
Brand building strategies
Brand positioning and brand marketing mix
Brand architecture and brand extension
Brand experience, brand communication and digital branding
Brand audit, reinforcement, revitalisation
Brand reputation risk and internationalisation

Core reading

Keller, K.L., Apéria, T. and Georgeson, M., 2008. Strategic brand management: A European perspective. Pearson Education.
Kotler, P., 2014. Marketing Management. Pearson Education.
Kotler, P., Kartajaya, H. and Setiawan, I., 2010. Marketing 3.0: From products to customers to the human spirit. John Wiley & Sons.Brands & Rousers - Luis Gallardo
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.

Entry requirements

Education - Undergraduate degree or equivalent Higher Education qualification, or relevant work experience
English language - Common European Framework (CEF) Level B2* or equivalent (all teaching and learning materials are provided in English only)

*Please note those with a B1 level of English and relevant proof of further study will be considered.

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Corporate training

Individual Short Courses

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