Digital Brand Strategy

Berghs Professional

This course introduces practical models, reveals inspiring best-in-class cases, and introduces relevant marketing tools. Whether you're working with an established brand or are trying to build one, you will learn how to create an ecosystem that enables your brand and its products to thrive in the digital era.

Summary

Register Last application date is 2 sep 2019

Date: 11 sep 2019 – 30 oct 2019

Last Application Date: 2 Sep 2019

Course Content

Companies have multiple products, services, and marketing plans – from trade communications to hyper-targeted CRM. Innovative digital brand strategies can unify, differentiate, and connect it all.

This course delves into the various key aspects of successful digital brand strategy week by week. You will begin by selecting a case or brand to work on for the entire course – either your own brand or one that presents challenges that interest you – and successively apply your new skills to it.

The first few weeks focus on the formation with practical models and examples. Later on, we switch the emphasis on implementation.

The course is structured in the following chapters:

Week 1 – design
Constructing brand strategies with innovative design-thinking.

Week 2 – build
Brand architectural practices, tools and models.

Week 3 – data & intelligence
Mapping and defining sources

Week 4 – culture & people
Making internal culture and stakeholders work for your strategy.

Week 5 – positioning
Differentiating and refining your brand’s digital positioning

Week 6 – story
Understanding and harnessing the science and psychology of stories.

Week 7 – activation & digitally inspired products
Communications planning frameworks; creating additional revenue streams

Week 8 – final assignment presentation
Class presentations.

 

At the end of the course, participants present their strategy for their brand of choice. Each course week consists of a combination of video-recorded class time, a practical assignment, a video conference for conversation, and lots of feedback. Students are also offered two individual meetings with the teacher – one halfway through the course and one towards the end of the course – to discuss individual progress and professional challenges.

Who is this course for

This course is designed for young professionals working in marketing and communication. With between 1-5 years of experience, perhaps you already work in the digital sphere, using social tools and making strategic decisions for your brand’s marketing communication. You are on the hunt for innovative models and structure to grow your brand meaningfully and effectively through digital means.

 

Learn more


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Integrity Policy

11 sep 2019 – 30 okt 2019

Last application date is 2 sep 2019

Register Last application date is 2 sep 2019

Key Learnings

  • Innovative brand strategy models
  • Design thinking
  • Design for culture
  • Consumer digital behaviour
  • Segmentation and targeting in digital
  • Digital content strategy
  • Channels and measurement
  • Relationships in the digital era

Course director

Michael Aneto is Founder and Chief Design Officer at SAI, an independent digital design practice in Amsterdam. Michael has extensive professional experience with branding, strategy, planning, and digital production from Perfect Fools, 180, AKQA and more. Michael is also an experienced teacher, he has led international online courses at Berghs since 2017.

 

How to enrol

By clicking on ”Register” on this page you take your first step towards enrolling in the course. There are no financial obligations at this stage. Later in the process, after assessing your level of experience, we will offer you to enrol and ask you to confirm your participation.

FAQ

You’ll find answers to the most frequently asked questions here
For any further question, please contact our international coordinator Madeleine Eriksson

  • Innovative brand strategy models
  • Design thinking
  • Design for culture
  • Consumer digital behaviour
  • Segmentation and targeting in digital
  • Digital content strategy
  • Channels and measurement
  • Relationships in the digital era

Course director

Michael Aneto is Founder and Chief Design Officer at SAI, an independent digital design practice in Amsterdam. Michael has extensive professional experience with branding, strategy, planning, and digital production from Perfect Fools, 180, AKQA and more. Michael is also an experienced teacher, he has led international online courses at Berghs since 2017.

 

How to enrol

By clicking on ”Register” on this page you take your first step towards enrolling in the course. There are no financial obligations at this stage. Later in the process, after assessing your level of experience, we will offer you to enrol and ask you to confirm your participation.

You’ll find answers to the most frequently asked questions here
For any further question, please contact our international coordinator Madeleine Eriksson

Fee incl. VAT
22 500 SEK

Fee excl. VAT
18 000 SEK

Local VAT may apply, read more . The currency converter offers an estimate. Final amounts may differ.

Course fee

Fee incl. VAT

22 500 SEK

Fee excl. VAT

18 000 SEK

Local VAT may apply, read more . The currency converter offers an estimate. Final amounts may differ.