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Learn how to develop, focus and execute brand strategies that integrate perspectives from business, creative and technological fields. This fast-track, part-time online course teaches you brand modelling techniques, tools, and practical applications.
Fees: £2,350 UK/International, £2,950 EU
*Reverse charge within the EU may apply. See VAT terms and conditions here.
The first session will take place on Wednesday 23 February at 6 PM CET. All subsequent sessions will take place on Wednesdays at 6 PM.
Apply for February 2022.
If you have 5+ years of professional experience in one of the three areas covered by this course (strategy, creative, technology) or in a multidisciplinary role - this course is for you.
If you want to upskill or transform your knowledge base for a new challenge in the world of brand strategy - this course is for you.
If you want to demonstrate the value of your brand, drive it forward with a broad perspective and lead teams across silos - this course is for you.
The course offers critical concepts and models, relevant case studies, and a practical project to apply your knowledge. Knitting this all together is a systematic framework that allows you to connect the dots between the different perspectives in brand strategy.
The course also includes process charts, frameworks, recommended reading lists and tips on tailoring the strategy to you and your organisation. Before commencement, all students set their individual learning goals and concrete action points. Personal tutoring sessions are also offered towards the end of the course.
Week 1: Process and principles
Introduction to the new brand strategy process. Discover logical, creative and tech-inspired principles. Enjoy case studies and reflections. Students share their personal learning goals.
Week 2: Framework
How to build an adaptive brand for the technological age. Get introduced to new methodologies, theoretical models, reading lists and case studies.
Week 3: Brand identity and communication systems
Understanding the models that modern companies use to communicate their brands and offerings - combining identity, storytelling, content strategy and channel strategy. A step-by-step methodology.
Week 4: Strategy briefs
A guide to the core suite of strategy briefs including; insight, platform, design, creative, content, prototype, activation, and measurement. Discover valuable tools, templates and best practice principles to create your own. Project kick-off where students are introduced to a client and receive their project brief.
Week 5: Data and decisions
Learn why data matters, where to start with data, and how to make data-driven decisions. Get an introduction to data science, analytics, and key providers. Review relevant case studies.
Week 6: Storytelling
How to manage the meaning and value of a good brand story in the digital age. Discover why some stick and others don’t. Employ relevant templates and valuable tools.
Week 7: Integrating technology in products, services and marketing
See how Artificial intelligence (AI) and machine learning (ML) will change strategy. Get an explanation of the technologies that will drive all products, services and marketing communications. Review relevant case studies and methodology. Collaborate with others on a practical team exercise.
Week 8: Integrating technology in user experience
See how technologies like augmented reality, the metaverse, image recognition, and voice change communication. Get a summary of futuristic technologies that will define future user experiences. Case studies, practical exercises, and more.
Week 9: Activation strategy
Understand what an activation strategy is and when it’s most valuable. See how to devise, document and direct the activation strategy. Understand best practice principles and templates.
Week 10: Effective presentations
How to create compelling strategy presentations. Analyse best-in-class examples. Open session to discuss individual student questions on their final assignment response.
Week 11: Final client presentations
Client meeting and strategy presentation. Peer to peer feedback during the session with considered input from the course director and client to be given after the session.
Week 12: Defining roles
Summary of the course and open discussion on developing strategic roles within organisations. Develop industry networks and relations. Learn how to create a strategic portfolio.
Ravensbourne University London
6 Penrose Way
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