Purpose-Driven Brand Management

About

"Purpose-driven Brand Management" is an introductory course to brand management, focusing on the pursuit of a meaningful brand purpose beyond profit-making. This course is centered on the idea that brands can act as catalysts for positive change by actively pursuing a greater purpose, thereby making a constructive contribution to society and the world.

Throughout the course, students will explore brand management strategies, techniques, and practices that align with the goal of creating a better world. The course will equip students with the knowledge and tools to critically assess both the positive and negative effects of branding on individuals, society, and the planet.

Grounded in consumer psychology, students will develop an understanding of the mechanisms that shape consumers' perceptions, judgments, and behaviors related to brands. They will also be provided with a toolkit of brand management strategies and techniques rooted in scientific insights, empowering them to design purpose-driven brand management programs. This knowledge will enable students to create brands that drive positive societal impact without compromising business objectives.

Additionally, students will delve into brand strategy, mindful marketing, and ethical customer experience management. They will acquire skills for measuring and enhancing purpose-driven brand performance while addressing challenges and opportunities in ethical brand management. The course aims to develop students' expertise in brand management, balancing brand growth with sustainable, socially conscious values

Course leader

Carlos Velasco

Target group

This course is mainly for students enrolled in a undergraduate programme

Course aim

Learning outcomes - Knowledge

Understand key concepts and processes associated with purpose-driven brand management.
Gain knowledge of how consumers perceive, judge, and behave in relation to brands.
Develop the ability to critically evaluate how branding can positively and negatively affect individuals, society, and the planet.
Acquire tools and knowledge to create and develop purpose-driven brands, drawing on scientific insights from consumer psychology and practical case studies.

Learning outcomes - Skills

Develop skills to strategically create, implement, and manage purpose-driven brands.
Gain competence in critically assessing the positive and negative effects of branding on individuals, society, and the environment, and make informed, ethical brand management decisions that contribute to a better world.
Acquire the ability to measure and critically analyze brand-related consumer behavior, and effectively engage with consumers to address their values and preferences while pursuing purpose.

General Competence

Critically think about and communicate concepts of purpose-driven brand management, its principles, and its role in creating a positive impact on society and the planet.
Demonstrate the ability to discuss, present, and apply branding management concepts to create brands that drive positive change in society, while effectively meeting business objectives

Fee info