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Diploma in Creative Branding: Communication and Management of Creative Brands

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Sobre este curso

This Diploma in Creative Branding: Communication and Management of Creative Brands is especially interesting for creative professional profiles in advertising, graphic design, art, culture, fashion, architecture, decoration. As well as companies...

Titulación universitaria

130 h

Online

Titulación de Diploma in Creative Branding: Communication and Management of Creative Brands

Diploma in Creative Branding: Communication and Management of Creative Brands issued by Universidad Hemisferios in collaboration with Instituto Europeo de Estudios Empresariales (INESEM).

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Objetivos

To understand the concept of branding and innovation.

To know the creation processes and main elements of a brand.

Develop brand management strategies.

Apply experiential, sensory and relational marketing tools.

Use design thinking philosophy techniques.

Contenido

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

Metodología

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.

Para qué te prepara

With this Diploma in Creative Branding: Communication and Creative Brand Management you will be prepared to lead the marketing and communication department, the creative department of communication and advertising agencies, carry out creative campaigns or advise companies in the planning of original and impactful actions. You will specialize in experiential, sensory and relational marketing actions.

A quién va dirigido

Oportunidades profesionales

Among the main job opportunities of this Diploma in Creative Branding: Communication and Management of Creative Brands are those of communication manager, responsible for creative projects. Also consulting for brands, innovative companies and organizations, specialist in experience marketing, dynamization at points of sale and public relations.