Brand Management: Advanced Certificate. Course starts – 28.04.2014

How to manage brands in an age of social media

Course fee: £980, Course duration: Day Intensive ( 5 Day )

 COURSE DESCRIPTION

The primary purpose of the Brand Management course is to provide participants with an overview of how brands can be best managed to improve customer experience and brand equity. A central theme is how social media platforms and the growing power of social influence are shaping brand communications and advocacy.

Participants are guided through the process of how a product is developed into a brand, covering important issues such as intellectual property, brand benefits, purpose and brand narratives, A concise review of strategic thinking on brand management is provided, focusing on positioning, mission, identity, stakeholder engagement and extending the life of a brand. The course also explores how to develop memorable brand experiences and how to avoid brand commoditisation.

THIS COURSE HAS SIX MAIN MODULES:

 MODULE ONE: INTRODUCTION TO BRAND FUNDAMENTALS

 MODULE TWO: FROM PRODUCT TO BRAND

 MODULE THREE: STRATEGIC CONSIDERATIONS AND BRAND EQUITY

 MODULE FOUR: BRAND COMMUNICATIONS AND ADVOCACY

 MODULE FIVE: PROTECTING AND SUSTAINING BRAND EQUITY

 MODUL SİX: BUİLDUNG BRAND EXPERİENCES AND CSR

 COURSE ASSESSMENT AND FINAL EXAMINATION

In order to obtain the Advanced Certificate course in Brand Management participants are required to complete:

  • an assessment (during the course)
  • examination, one hour (at the end of course)

The assessment is based on a critical thinking exercise, from which participants are asked questions based on a given scenario, to evaluate their understanding and comprehension of key concepts from the course.

The purpose of the practical assessment is to test, at one level, factual recall of critical concepts, and at a higher level, to allow participants the chance to apply knowledge assumed by the syllabus to completely unfamiliar situations e.g. a scenario. Less emphasis is placed on factual recall and greater placed on critical thinking and the practical application of concepts.

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