Programme Content
What you Learn: How you Learn:
Get the edge in leveraging customer and managerial insights.
Understand consumers' needs and desires.
Address managers' biases in applying customer-centric strategies.
Test the impact of branding decisions using behavioural research.
Develop your brand strategy.
Clarify the brand identity.
Identify your most valuable customers.
Define a brand promise that builds on the identity and resonates with your latest target audience.
Implement your brand strategy to drive growth.
Examine the principles and practices to design and manage the customer experience across several touch points.
Create tools to deliver customer value and recapture this value.
Implement consistent brand strategies to generate business growth.
Learn from our world-class faculty who are leading authorities on brand management consumer behaviour and behavioural science.
Gain key industry insights from guest speakers who provide real-life relevance to classroom theory.
Visit a London-based organisation and experience its brand-related challenges at the start of the programme. Work in a small group to apply your new learnings to these challenges and present your recommendations to the organisation's management at the end of the week.
