Branding Essentials Certificate Program

Description:

If you are looking for ways to grow your business, innovate your products, business model or communications plan, or preparing to launch a social media campaign, the Branding Essentials Certificate Program will help you achieve your goals. This five-week program will teach you everything you need to know about the fundamentals of branding and provide you with a hands-on opportunity to apply your knowledge to build or revitalize a brand.
This program includes exercises to leverage consumer insights, develop positioning statements and create engaging brands. You will discover how brand fundamentals can drive internal culture and decisions, innovation plans and external branding as well as advertising. This course will include key concepts, frameworks and models that can be applied to consumer brands, B2B brands and global brands.
Branding Essentials is taught by Anne-Michele Harrington, a veteran of Global Fortune 500 CPG companies and founder of Spark 19, a Chicago based brand strategy boutique.
Branding essentials also counts as an elective towards completing the Integrated Marketing Communications Certificate Program.

For More Information, Contact:

Jurate Murray
  • Email: jmurray9@depaul.edu
  • Phone: (312) 362-5913
  • FAX: (312) 362-6540

Who Should Attend

This certificate program is designed for anyone interested in learning the fundamentals of branding as a business growth driver. It should also appeal to owners and executives of small and mid-sized businesses, aspiring entrepreneurs and anyone preparing to launch a social media campaign.

Benefits

  • Learn the fundamentals of branding and how they drive business growth.
  • Understand what makes a brand successful.
  • Identify key factors to consider in branding B2C, B2B and global products and services.
  • Learn how branding can build a strong foundation for social media and communication plans, innovations and strong corporate cultures.
  • Gain hands on experience building or revitalizing a brand.

Syllabus

Week 1—What is Branding?
  • What is branding and how does it drive growth?
  • Brand strategy vs business strategy
  • Branding & Marketing: How are they different and how do they fit together?
Week 2—Consumer Behavior and Insights
  • Defining the target audience
  • Consumers vs customers
  • Core consumers vs growth consumers
  • The role of consumer needs, wants and behaviors
Week 3—Bringing Distinct Brands to Life
  • Building distinctive brands
  • Building brand resonance
  • Bringing your brand to life in market: Channels and Communications
  • Branding as a strong foundation for social media
Week 4—Brand Extensions & Architecture
  • Branding and corporate culture
  • Branding and innovation strategy
  • Branding and social missions
  • Measuring the impact of your branding
Week 5—Global Brands & Group presentations
  • Creating globally consistent brands
  • Expanding brands to new markets
  • Group presentations

Frequently Asked Questions

Click here for DePaul University Continuing and Professional Education departmental student policies.
Will I have to write papers and take exams?
While the assignments differ for each instructor and course, you will be assigned non-graded homework and receive feedback on each of your assignments. The Branding Essentials course will include an in-class group presentation.
Do I get DePaul credit for this class?
No, but some DePaul CPE courses have been approved for CEU credits. This is a professional education class with different requirements than courses taken for academic credit.
How big is the class?
Class size is limited to allow for a more interactive environment in the classroom. Most classes have fewer than 20 students.
What are the requirements for the Integrated Marketing Communications Certificate?
To receive the IMC certificate, students must successfully complete three required courses and two elective courses plus one seminar. Follow the link to learn more about the IMC Certificate and review the list of courses.

Registration

Online registration is available 24 hours a day, 7 days a week. Add the course you are interested in to your shopping cart and proceed to checkout. Registration is also available via phone, fax or mail. An Adobe Acrobat PDF of the registration form is provided for your convenience.

Course Availability

Course Section Add to Shopping Cart
KMC 139-00
20184
1
Loop7484
Anne-Michele Harrington
DePaul Center, Room 7514, 1 East Jackson Blvd., Chicago IL
Tuesdays, November 6 - December 4, 2018, 6:00 - 9:00 PM
1.5 CEUs
15 Contact Hours
Required Fees: Price
Registration - $75 late fee applied to all registrations received after 10/30/2018$795.00