Strategic Communication
and Brand Management

Course Description

This course equips participants with strategic and analytical skills for building and managing strong brands in competitive environments. Key topics include brand positioning, identity development, brand architecture, and reputation management, with a strong emphasis on market research and brand performance analysis.

The course will be delivered through online lectures, case studies, group projects, and practical workshops. Assessment methods include written assignments, simulations, case study analysis, and applied brand audits.

Target Audience

• Marketing & Advertising Practitioners
• Communication Managers & Officers
• Key Account Executives
• Product & Brand Managers
• Social Media & Digital Marketing Managers
• Sales & Marketing Representatives
• Business Development Executives
• Entrepreneurs & Small Business Owners
• Graduate Students and Fresh Graduates in Business or Communication seeking practical skills to enhance employability
• Job Seekers and Career Changers transitioning into strategic communication, marketing, or related fields

Learning Outcomes

By the end of the course, participants will be able to:

1. Analyse market trends, identify target audiences, and develop brand strategies that resonate with customers.
2. Assess the impact of different brand strategies and make data-driven decisions for brand optimisation.
3. Implement reputation-building and monitoring techniques to establish and maintain a positive brand image.
4. Craft clear and cohesive brand messaging during crises, showcasing the brand's commitment to its purpose and values, and reassuring stakeholders.
5. Evaluate the performance of individual brands within a portfolio, make decisions regarding brand extensions or brand architecture, and align the overall brand strategy with the business strategy.