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Strategic Branding in the Social Media Era

Overview

A strong brand has been the primary strategic asset for firms, and therefore building a strong brand is becoming a central component of a firm's marketing strategy. However brand building is always a challenging endeavour, especially in the social media era, as it requires managers to have deep insights on consumer psychology, market competitive dynamics, opportunities and threats associated with social media, and their own organisational capabilities.

Please note that these programme used to be named Creating Winning Brands, and some materials may refer to it as such.

Topics

This programme deals with the brand building strategies and process. To be more specific, the topics covered in the programme include:

  • The strategic brand management process
  • How to build a strong brand
  • Brand positioning
  • Choosing brand elements
  • Communicating the brand
  • Benefits of social media for brand building
  • Branding challenges in the social media era
  • Social media strategies for brand building
  • Brand equity measurement techniques
  • Managing multiple brands
  • Internal branding
  • Leveraging the value of brands
  • Dealing with brand crises
  • Energising brands

Benefits

  • Understand the essence of brand and brand building
  • Learn about the effective strategies and best practices in branding
  • Develop a deep understanding on brand positioning
  • Learn about how to measure brand equity
  • Develop skills for managing multiple brand and brand extension

This programme counts as one course for those completing the Cambridge Judge Business School General Management Certificate of Achievement. On completing the GMCA you will be eligible to become an associate member of Cambridge Judge Business School's global network of graduates and business-focused University of Cambridge alumni, faculty and staff.

Who should attend

This programme is targeted at those who have the ability to initiate change in their organisations or business units, those responsible for or contributing significantly to the development and implementation of brand building strategies, and also any entrepreneurs and executives wishing to broaden their strategic horizon with respect to brand management.

Faculty & speakers

Eden Yin

University Senior Lecturer in Marketing
PhD (University of Southern California)

Read more

Dates & fees

Dates Duration Fees *
3-4 November 2016 2 days £2,300 + VAT
9-10 November 2017 2 days £2,300 + VAT

VAT is charged at the prevailing rate, which is currently 20%; e.g. £2,300 + 20% = £2,760.

* Fees include instruction, materials, lunch and breaks. Preferential rates may be available for groups, University of Cambridge alumni and members of the School's Alumni Association. Please note prices pre-registration are subject to change.

For information regarding payment terms, cancellation rights, transfer policies and fees, please see our terms & conditions documents:

Terms & Conditions for Self-funded Applicants (pdf, 226KB) (updated 27 October 2015)
Terms & Conditions for Organisation-funded Applicants (pdf, 243KB) (updated 27 October 2015)

Registration closes at midday two working days before the programme start date.

Participants are expected to attend the full programme.

Version 2 (8 January 2016)

Register

You can register for this programme via our online system. Please note the registration form will open in a new tab/window.

When you register for this programme, please let us know if your organisation is paying for your placement or if you are applying as an individual.

Organisation

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Individual

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