Executive Education

Digital Brand Management

Dates: More dates coming soon

Overview

The details
Digital Brand Management
dbmee
Unaccredited
Executive Education
No date available
Colchester Campus

This short course, organised in collaboration with Footprint Digital, offers a strategic outlook for digital brand management, it is particularly useful for those interested in developing an actionable digital marketing strategy.

This programme builds on the latest academic research in the area of digital branding and marketing strategy and exposes you to numerous successful practical tools that will help you design and execute a digital brand management strategy that is unique to your organisation.

It is aimed at:

  • Marketing Managers and Directors
  • Brand Managers and Directors
  • Communications Managers and Directors

Learning outcomes

  • Explore and examine the macro-environmental factors that drive today’s digital strategy landscape
  • Learn how you can harness the power of digital branding
  • Discover how strategic customer segmentation can help you build a brand positioning plan
  • Learn how digital brand management strategy differs from and complements your present non-digital marketing strategy
  • Learn to build a digital brand management plan that leads to advance digital campaign management.

Our expert staff

Programme Directors

Professor Paurav Shukla

Paurav Shukla is Professor of Marketing and Head of Digital and Data Driven Management.

Paurav's career began in industry, and he continues to work hand in hand with industry as a researcher, practitioner and advisor. He has held academic positions at Glasgow Caledonian University (UK), University of Brighton (UK), Liverpool Hope University (UK), Gujarat Law Society (India) and corporate organisations including 7th Sense Consulting (UK and India), Scanpoint Graphics (India), Claris Lifesciences (India) among others.

 

 

Tom Bowden

As a member of the elite Google Analytics Certified Partner network Tom Bowden and the team at Footprint Digital Ltd help companies make more money online through SEO, PPC and Conversion.

A strong believer that businesses can do better and an advocate for continuous testing, Tom helps companies improve their online experience and increase customer satisfaction.

Tom shares results from the numerous tests he has run and helps you make better decisions to ensure your business thrives online. He has a wealth of experience and has developed global strategies for the likes of Sony, Motorola and Cartoon Network, as well as localised strategies for small and medium sized businesses that are hungry for growth.

Tom was one of the pioneers of the service that is now known as SEO and through 10 years of experience has seen search engines become part of everyday life.

Out of office hours Tom Bowden runs a small UK based charity Building Malawi, an organisation committed to improving opportunities for young people in Malawi.

 

Structure

Module Outline

Day one

9.00 - 10.30

Strategic Branding in the Digital Domain

  • Introductions
  • The new digital marketplace – what changed?
  • Reflections on major digital branding challenges and opportunities
  • Customer based brand equity in digital marketplace
  • Sources and outcomes of brand equity for competitive advantage

Explore and examine the macro-environmental factors that drive today’s digital strategy landscape 

Programme Director - Prof Paurav Shukla

10.30 - 10.45 - Tea break

10.45 - 11.45 

Strategic Brand Communications

  • The digital landscape is complicated. How do we know where to focus? What is Strategic Brand Communications? 
  • An introduction to channels (SEO, PPC, CRO, Digital PR, Email, Marketing Automation, Content Marketing & Social Media) 
  • Auditing current performance 

Understand the Strategic Brand Communications framework and how to audit current performance

Programme Director - Tom Bowden

11.45 - 12.45

Brand Positioning

  • How to develop a position in the market that separates you from your competition 
  • Brand Positioning - Global goals, values & target markets
  • How to define the Sales Messages that will resonate with your customers. How to reduce barriers to sale by understanding and addressing Customer Anxieties 

Create a tangible document to communicate Brand Positioning to your team, customers and partners

Programme Director -Tom Bowden

12.45 - 1.30 - Lunch

1.30 - 3.00 

Strategic segmentation and customer equity management

  • Strategic segmentation 
  • Customer equity management framework 

Comprehend the role strategic customer segmentation and how it can help build a brand positioning plan

Programme Director - Prof Paurav Shukla

3.00 - 3.15 - Tea Break

3.15 - 5.15 

The Avinash Kaushik Measurement and Reporting Framework

  • How to set goals - Defining Objectives, Website Goals, KPIs, Segments, Benchmark, Target, Tactics (theory)
  • Goal Setting - Defining Objectives, Website Goals, KPIs, Segments, Benchmark, Target, Tactics (application to your brand

Define and create a bespoke measurement framework 

Programme Director -Tom Bowden

 Day Two

9.00 - 10.30 

Brand value transition and rejuvenation in digital marketplace

  • Brand value chain
  • Value proposition challenge in digital domain
  • Brand value transition and brand rejuvenation in multi-channel environment

Learn how digital brand management strategy differs from and complements your present non-digital marketing strategy 

Programme Director - Prof Paurav Shukla

10.30 - 10.45 - Tea break

10.45 - 11.45 

Developing a Distribution Plan

  • Where are our customers?
  • Which platform should we use?
  • Developing a distribution channel plan

Create a bespoke distribution channel plan

Programme Director - Tom Bowden

11.45 - 12.45

Customer Journey Mapping

  • The customer buying cycle, touchpoints and customer journey mappings 

Define key customer journeys

Programme Director -Tom Bowden

12.45 - 1.30 - Lunch

1.30 - 3.00 

Protecting and extending your brand in digital marketplacet

  • The brand protection challenge in digital market
  • Digital brand extension challenge

Address the risks to your brand in the digital market

Programme Director - Prof Paurav Shukla

3.00 - 3.15 - Tea Break

3.15 - 5.15 

Digital branding and marketing framework

  • From theory to action – developing the action plan
  • Prioritising activities – Moscow, Orbit & key priorities
  • Developing your Content Marketing Calendar

Define and create a bespoke measurement framework 

Programme Director -Tom Bowden

 

Fees and funding

Standard programme fee: £995 Alumni programme fee: £795

What's next

Contact us for further dates and information