Brand Management equips students and professionals with the knowledge and tools to develop and implement effective brand strategies that resonate with consumers and support organizational goals.
Why this course: This course blends academic theory with hands-on practice. Participants explore core brand management concepts, are introduced to real-world cases, and develop actionable brand strategies for established companies and young startups alike.
Upon completion of this course, participants can:
- Identify and explain key brand management concepts.
- Describe the value of brand management for organizations and consumers.
- Explain the relationship between brand and customer experience.
- Develop and apply brand strategies considering managerial and experiential aspects.
- Apply brand identity and brand values to inform coherent and strategic design decisions across brand touchpoints.
- Translate brand strategies into communication strategies and adapt them to different contexts.
- Analyze and reflect on brand management challenges through a case-based project.
Course overview: This course covers the spectrum of brand management, starting from foundational concepts to contemporary issues affecting the discipline. Participants explore different brand management concepts, such as brand identity, brand equity, consumer-brand relationships, and practical applications such as brand communities, co-branding, international branding, and place branding. Learning is structured through lectures and a supervised group project, supporting participants’ learning of how to transform theory into practice.
For whom: This course is suitable for professionals holding a BSc or MSc degree in business, design, or related fields who wish to develop practical and strategic skills in brand management. Participants work in groups of up to 8 people on a real-world case provided by startups or young companies, focusing on brand strategy, brand development, and brand communication. Professionals may participate with their own projects (i.e., their own company/brand), subject to teacher approval.
From whom: Coordinated by Janina M. Schaumann, the course features lectures and guest lectures by industry practitioners and international experts providing academic and applied insights.
Practical information: The course takes place at the University of Twente in Enschede, NL. It runs for ten weeks, with eleven 90-minute sessions and a one-day feedback session midway. The course carries five ECTS, corresponding to approximately 140 hours of study, including lectures, project work, and self-study. Assessment consists of a group assignment (or individual assignment on the student’s own company/brand, subject to teacher approval), which accounts for 50% of the final grade, and an exam with open questions and multiple-choice questions, which accounts for the remaining 50%. The language of instruction is English, and attendance is mandatory for lectures and assignments.
Literature: Study materials include selected chapters from core books and academic papers distributed digitally throughout the course. Additional readings may be provided to complement discussion and current topics in brand management.
Location: University of Twente, Enschede, NL
Duration: The course is scheduled annually from September till November.
Costs: € 2067,15
More information: See our online course catalogue Osiris : link to osiris course information.
Registration: Registration form | Faculty of Engineering Technology (ET)
