Discover how to build and sustain a strong brand with a strategy that connects with your target audience and creates lasting value.
Do you want to learn how to build a brand that lasts? The Brand Management drop-in course allows you to take a fully English-taught Master's course at the University of Twente and apply what you learn to a live brand — a start-up’s, specifically selected for this course, or your own.
This course focuses on how you can build and sustain a strong brand. It explores how brand identity and communication decisions shape the way customers, partners and investors perceive and remember the brand.
The course teaches the concepts and practices of brand management. Key themes include brand identity and brand elements, brand communication, the consumer–brand relationship, brand communities and alliances, and international and place branding, as well as branding and AI.
The course consists of lectures, interactive sessions and self-study. Several sessions are guest lectures from practitioners, with further input from industry and international experts.
During the course, you will work in a group (or individually) on building a brand strategy grounded in a well-defined brand identity. The formal assessment requirements — the group assignment (or an individual one on your own brand) and a written exam — apply if you aim for the 5 ECTS credit. Otherwise, you will receive a certificate of participation.
This drop-in course is designed for anyone with an interest in brand management: professionals across any field, founders working on their own venture, and interested individuals alike. A BSc or MSc in business, design, or a related field is a useful background but not a requirement.