Germany, London and Berlin

Digital Brand Management in London and Berlin

when 11 July 2016 - 22 July 2016
language English
duration 2 weeks
fee GBP 2200

Digital Branding is still an underrepresented and unexplored field in research and practice. The multiplicity of cultural differences within international brand management is vast. Following a primer on brand management and the particulars of digital media and technologies, participants experience how to present a brand using digital brand storytelling. In the latter portion of the course, you will learn advanced methods and techniques used to generate strong, ownable emotions around a brand.

The course addresses the following questions:

• How can I use the unique attributes of digital media and digital technologies for my own digital brand management work?

• How do I stage – like a theatre production – my brand effectively in digital media?

• How can I tell exciting, successful stories?

• How can I place my digital brand management (concept) in the minds of my consumers and other important stakeholder groups?

Content

• Future digital business models

• Digital media and technologies

• Brand management: models

• Digital brand management: models, particularities of digital brand management, successful examples

• Brand controlling

• Experiences in digital brand management

• Brand management in social networks

• Global and regional cultural differences in digital brand management

• Brand relationships: construction and evolution in digital media

• Codes and user experience in digital brand management

• Success of digital storytelling

• Developments in Digital Brand Management

Methods

• Lectures

• Small group work

• Individual work on one’s own examples

• Case studies

• Excursions to companies and agencies

Course leader

Prof Dieter Georg Herbst

Honorary professor and director of the ”Leadership in Digital Communication“ program at the Berlin University of the Arts. (For further information.)
Senior Instructor of Corporate Communications and Social Media in the Ex

Target group

recent graduates and professionals interested in brand management

Course aim

The course addresses the following questions:

• How can I use the unique attributes of digital media and digital technologies for my own digital brand management work?

• How do I stage – like a theatre production – my brand effectively in digital media?

• How can I tell exciting, successful stories?

• How can I place my digital brand management (concept) in the minds of my consumers and other important stakeholder gro

Fee info

GBP 2200: tuition only