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University of London Free Online Course On Brand Management

University of London is offering online course on brand management with Coursera. Brands are an organisation’s visual identity so the main aim of the course is to change the conception of brands. Applicants will learn to build brands from a broad organisational perspective. This course is most valuable if you are currently employed as this will allow you to apply exercises directly to your organisation. Coming session will be October 7, 2015 to November 11, 2105.

Course Details In Brief

Level: Introductory
Length: 5 weeks
Effort: 2-3 hours pw
Subject: Brand Management
Institution:University of London with Coursera
Languages: English
Price: Free
Certificate Available: Yes
Session: Starts October 7, 2015

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Why Choose University of London MOOC? 

University of London is a global leader in distance and flexible study, offering degree programmes to 52,000 students in 190 countries. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals. This is a free online course.

Course Introduction 

The aim of the course is to change the conception of brands as being an organisation’s visual identity (e.g., logo) and image (customers’ brand associations) to an experience along “moments-that-matter” along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change.

You Will Learn

Upon completion of this course you will learn and practice the following skills:

-How to build brands from a broad organisational perspective

-How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome)

-How to build brands in multi-brand companies, across cultures and geographies

-How to measure brand health in new ways, that is, internally in addition to externally

-How to value and capture returns to brands across the organisation – introducing the new concept of employee-based brand equity – and how this is different from the valuation of brands as intangible assets.

For detailed information go through Coursera.