Brand Management & Communication

You can read more about this Dutch Programme on the Dutch webpages.

Building brands in the digital 21st century

[Description] [Modules] [Faculty] [Testimonials]

In a context of oversupply and mature markets, brands are increasingly hard put to gain attention and favour, let alone a loyal following. Novel challenges comprise digitisation, information overload, social responsibility, and rising consumer skepticism. In addition, marketers are more and more stringently called to account for their ROI. All this makes brand management and effective communication, in tune with current contexts, increasingly vital to coporate success.

Value-added for your and your company

• You will know how to create, position and leverage a strong brand.
• You will be familiar with strategies like brand extensions and co-branding to keep your brand attractive.
• You will be capable of developing a brand communication plan, and you will have a thorough understanding of traditional and new media.
• You are ready to take on the role of 'conversation manager' to make your brand stronger in a web 2.0 context.

Is this programme for you?

This programme has been designed to empower a heterogeneous set of professionals that are directly or indirectly engaged with brand management and/or marketing communication:

• Branding, service and marketing managers of large corporations and mid-sized and growing enterprises keen to bolster the management of their brands.
• Business unit managers with a responsibility for strategic brand management.
• Retail and category managers who want to engage and negotiate on an equal footing with manufacturers regarding the value-added of their brands.
• Account executives and account directors in advertising and promotion agencies.
• Market researchers and marketing consultants intent on staying up-to-date in order to serve their clients effectively.
• Managers responsible for communication.

The Vlerick Approach

Vlerick connects theory to practice, and back again. Theoretical concepts and insights turn real through real-life examples, business cases and exercises. Participants learn from faculty’s lectures as much as from interaction and exchange with their peers.

Participants will receive a complimentary copy of Prof Steven Van Belleghem’s book ‘The Conversation Manager’ by way of introduction to the field of brand management and as a guide to apply the insights from the programme.