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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