Detailed Programme

Our academic knowledge of branding and communication is continuously being enriched with practical experience from the marketplace. Professionals from a variety of industrial sectors share their insights on successful branding/communication projects during the programme.

Steven Van Belleghem is the author of the much-discussed book ‘Customers the Day After Tomorrow’. The book is given to you as a guiding principle, allowing you to apply the insights of the programme to concrete situations.

The programme 'Brand Management' consists of four modules:

Module 1: Building Brands

  • How to build a strong brand
  • How can you load a brand with specific values? What is the secret to creating a good brand identity?
  • What is a brand life cycle and what is your role in this?
  • How do you expand your brand through co-branding and brand extensions?

Module 2: Managing brands

  • How do you develop a positioning for corporate and product brands?
  • How do you incorporate your business, brand and communication positioning?
  • How would you translate your brand positioning into a concrete medium mix?
  • Explore different Brand Religions and apply them to your products or services.

Module 3: Communicating brands

  • How do you draw up a communication plan?
  • Which brand communication objectives can you pursue?
  • What are the different traditional communication media? What are the pros and cons?
  • How do you build your brand architecture?

Module 4: Branding in the digital age

  • How do you manage your brand in an information overloaded context?
  • Is there a need for a new brand model in the digital age?
  • How do you build up a brand using new media?
  • What role does word-of-mouth play in promoting your brand?
  • How should you proceed in creating a social media strategy for your brand?
  • How to understand "Customers the day after tomorrow"?

A learning experience like no other

When you come to Vlerick, you step away from your usual routine and gain a wider perspective. You discover how to tackle challenges, turn your knowledge into action and apply your skills in your workplace. You learn from faculty who are experts in their fields – and from a diverse group of peers. All these things help you become a confident, skilled professional, ready to succeed in business – and in life.

Vlerick Learning Experience

Drive real change in your organisation

A learning experience with real impact on your operations? A management programme tailored to the specific needs of your business? Contact us and discover how we can design and deliver customised programmes for your team that add genuine value to your organisation.

Need help?

Contact our Programme Advisor
Programme Advisor
Tel + 32 9 210 98 84
[email protected]
Find the programme most relevant for you!

Our programme finder allows you to find the management programme that best fits your needs.

Find a Programme

Meet Us

Info Sessions & Open Days
04 Jun
Drop In on our Brussels Campus
Category: General Info Sessions

14 Jun
Great place to work® inspiration session : how to establish a great employee experience?
Category: General Info Sessions

10 Sep
Drop In on our Ghent Campus
Category: General Info Sessions

No. 1 for Executive Education

Related Articles

  1. Seven things that brilliant product managers do (and how to learn them)

    When you were eight years old, what did you want to be when you grew up? Did you have a dream job in mind? It’s rare to meet a product manager who says that it has always been their dream job. Yet when you get to it, being a product manager is one of the most exciting and rewarding professional roles you could ever embrace. It’s a role where you can take ownership, gain the respect of your colleagues and peers – and lay the foundation for a successful career.
  2. How do you innovate with a focus on the market?

    2014 saw the publication of the first edition of Customer Innovation by Professor Marion Debruyne. The second edition, written in collaboration with Professor Koen Tackx, was published last month. “Because things have been busier for me recently and Koen was already making extensive use of Customer Innovation in his lessons, I asked him to come on board,” Marion explains, “and then it became a joint project.” Marion and Koen explain what you can expect from this new publication, which comes highly recommended, even for those who have already read the first edition.
All articles