UNIT 1. WHAT IS A BRAND? DEFINITION AND INTEGRANTS

1. What is a brand?
2. Brand personality and structure

UNIT 2. BRAND CREATION PROCESSES

1. Strategic planning
2. Brand Equity or brand value
3. The image as a communicator

TEACHING UNIT 3. THE BRAND AND ITS COMMUNICATION

1. Traditional methods of communication
2. The presence of the brand in the online media
3. Visual communication

TEACHING UNIT 4. STRATEGIES AND BRAND MANAGEMENT

1. Brand architecture model
2. The brand manager as manager
3. Brand meaning management - brand identity
4. Storytelling
5. Branded content and product placement
6. Personal branding - how to create your own brand
7. Other manifestations - cool hunting, insight detection
8. Packaging
9. Merchandising or the brand turned into a product

UNIT 5. EXPERIENCE MARKETING

1. Experiential Marketing according to Schmitt
2. The phases of experience
3. The 7 I's of Experiential Marketing
4. Storytelling and Storylistening
5. Developing an Experiential Marketing strategy
6. Customer Experience and Smart Engagement

UNIT 6. SENSORY MARKETING

1. From the sensory buyer to the recurring customer
2. The customer as prescriber
3. The dopamine circuit
4. Effects of marketing to psychological stimuli
5. Process of changing consumer habits
6. Generation of recurring sales

UNIT 7. RELATIONAL MARKETING

1. Conceptualization of relationship marketing
2. Customer loyalty
3. Analysis tools in loyalty programs
4. Ethics in relationship marketing

UNIT DIDACTIC 8. DESIGN THINKING

1. Introduction to Design Thinking
2. The process in Design Thinking
3. Methodology in Design Thinking