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CEU - Diploma in Creative Branding: Creative Brand Communication and Management

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About this course

University degree

200 h

Online

Qualification of CEU - Diploma in Creative Branding: Creative Brand Communication and Management

CEU University Degree - Diploma in Creative Branding: Communication and Management of Creative Brands awarded by San Ignacio University of Miami (SIU).

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Objectives

Understand the concept of branding and its importance in today's business environment.

Explore the processes of creation and strategic planning of a brand.

Analyze traditional and digital methods of brand communication.

Master brand management strategies and their impact on business success.

Use experiential and sensory marketing as key tools to captivate consumers.

Apply relationship marketing to foster customer loyalty.

Content

UNIT 1. WHAT IS A BRAND? DEFINITION AND INTEGRANTS

What is a brand?
Brand personality and structure

UNIT 2. BRAND CREATION PROCESSES

Strategic planning
Brand Equity or brand value
The image as a communicator

TEACHING UNIT 3. THE BRAND AND ITS COMMUNICATION

Traditional methods of communication
The presence of the brand in the online media
Visual communication

TEACHING UNIT 4. STRATEGIES AND BRAND MANAGEMENT

Brand architecture model
The brand manager as manager
Brand meaning management - brand identity
Storytelling
Branded content and product placement
Personal branding - how to create your own brand
Other manifestations - cool hunting, insight detection
Packaging
Merchandising or the brand turned into a product

UNIT 5. EXPERIENCE MARKETING

Experiential Marketing according to Schmitt
The phases of experience
The 7 I's of Experiential Marketing
Storytelling and Storylistening
Developing an Experiential Marketing strategy
Customer Experience and Smart Engagement

UNIT 6. SENSORY AND EMOTIONAL MARKETING

From the sensory buyer to the recurring customer
The customer as prescriber
The dopamine circuit
Marketing effects in the face of psychological stimuli
Process of changing consumer habits
Generating recurring sales

UNIT DIDACTIC 7. RELATIONAL MARKETING

Conceptualization of relationship marketing
Customer loyalty
Analysis tools in loyalty programs
Ethics in relationship marketing

UNIT DIDACTIC 8. DESIGN THINKING

Introduction to Design Thinking
The process in Design Thinking
Methodology in Design Thinking

Methodology

Entre el material entregado en este curso se adjunta un documento llamado Guía del Alumno dónde aparece un horario de tutorías telefónicas y una dirección de e-mail dónde podrá enviar sus consultas, dudas y ejercicios. La metodología a seguir es ir avanzando a lo largo del itinerario de aprendizaje online, que cuenta con una serie de temas y ejercicios. Para su evaluación, el alumno/a deberá completar todos los ejercicios propuestos en el curso. La titulación será remitida al alumno/a por correo una vez se haya comprobado que ha completado el itinerario de aprendizaje satisfactoriamente.

What does it prepare you for?

The Diploma in Creative Branding: Communication and Management of Creative Brands will prepare you to conceptualize, develop and manage creative brands effectively. You will acquire skills in strategic brand planning, visual communication, brand identity management and brand content creation. In addition, you will be able to implement experiential, sensory and relational marketing strategies.

Who is it aimed at?

The Diploma in Creative Branding: Communication and Management of Creative Brands is aimed at marketing, advertising, design and communication professionals who wish to expand their knowledge in the field of branding and management of creative brands. It is also suitable for entrepreneurs and business people interested in enhancing the image and communication of their brands.

Career opportunities

Thanks to this Diploma in Creative Branding: Communication and Creative Brand Management you will be prepared to work as a branding specialist, brand manager, marketing consultant and related positions in advertising and graphic design agencies, corporate communication departments or work as an independent professional offering your own services.