Branding and Marketing



Overview

This intensive one-day course focuses on initiating an optimal outlook and professional skillset to:

  1. create, maintain, and grow a brand
  2. put your product or service in its best light
  3. identify, access, and augment your optimal customer base

The course will address issues including brand planning, brand value, branding in the context of competitive advantage, the evolution of brand strategies over time, brand management, and measuring performance in branding activity. 

These business-critical branding activities will be considered in the marketing contexts of defining and describing your offering, identifying your compelling value proposition, and penetrating your addressable market. 

Traditional, digital, and omnichannel approaches to marketing will be covered and, naturally, metrics to recognise, evidence, and continuously improve marketing activities will be explored.

Please note that the coverage on this one-day course is intentionally broad.  The limited time available to cover the diverse range of topics will mean that many issues will be merely touched upon or otherwise treated only briefly.  The goal is to provide at least some insight into the many issues facing those seeking to operate effectively in branding and marketing.

This course can be taken separately or as part of a weekly discount fee package.

Details of the discount registration for Week 1

Details of the discount registration for Week 2

Details of the discount registration for Week 3

Programme details

Brand Identity

  • Understanding brand identity and its critical role in facilitating business growth

  • Brand values and how they affect written, spoken and visual communication

  • Brand voice: what it is and how it acts as a vital differentiator

  • Resources and their implications for brand identity

  • Building a brand based on the above considerations

Creating Physical and Digital Marketing Presences

  • Websites

    • Types of marketing website

    • Agreeing the website that is best suited your business (e.g. products, services, agencies, advertising)

    • Website templates & tools (if you wish to do it yourself)

    • Working with designers / web developers

    • Starting small but being scalable

  • Content

    • Content Marketing: what it is and how it works

    • Types of content (e.g. blogs, newsletters, videos, social media posts)

    • The publisher mindset and the power frequency

    • How to build content libraries

    • Copyright and GDPR (the EU General Data Protection Regulation)

    • The entrepreneur who is the content (personality marketing) 

  • Communication Channels

    • The channels that are available and the kind of results they can deliver 

    • Discovering the channel where the majority of your audience resides

    • Managing one channel well as opposed to managing several channels poorly

    • The connection between communication channels and brand identity/brand voice

  • Skills, Resources & Automation

    • Writing skills, production skills and design skills 

    • Specific skills budding that marketeers should consider developing 

    • Digital time management and automation 

    • Developing in-house resources

    • Working with external experts and contractors

Generating Awareness & Converting Market Interest into Sales

  • Search Engine Optimisation (SEO)

  • Paid Advertising including Google, Twitter, Linkedin, and Instagram

  • Influencer marketing

  • Publishing frequency

  • Perceived high-value offers to encourage sign-ups

  • Webinars

  • Free consultations and calls

  • Support tools i.e. booking calendars, chatbots

  • Sales conversions

Measuring Results to Enhance Business Success

  • Defining the right metrics for you

  • Traditional marketing campaign metrics

  • Website measurement tools

  • Social Media measurements

  • Video measurements

  • Harnessing your metrics for better branding and marketing

Certification

Participants who attend the full course will receive a University of Oxford certificate of attendance. This will be presented to you prior to the end of the course wherever possible.

The certificate will show your name, the course title and the dates of the course you attended.

Fees

Description Costs
Standard course fee £495.00

Payment

Fees include course materials, tuition, refreshments and lunches. The price does not include accommodation.

All courses are VAT exempt.

Register immediately online 

Click the “book now” button on this webpage. Payment by credit or debit card is required.

Request an invoice

If you require an invoice for your company or personal records, please complete an online application form. The Course Administrator will then email you an invoice. Payment is accepted online by credit/debit card, or by bank transfer. Please do not send card or bank details by email.​

Tutor

Oxentia Ltd

Tutor

The Oxentia Team

Oxentia is the global innovation management and technology commercialisation consultancy that started its life as an operating division within the world-leading technology transfer company of the University of Oxford, Oxford University Innovation. 

Oxentia is a key component of Oxford’s thriving innovation ecosystem.

Since 2004, Oxentia has delivered innovation services to a worldwide customer base of public and private sector clients in over 80 countries. 

Application

If you would like to discuss your application or any part of the application process before applying, please click Contact Us at the top of this page.

Level and demands

If you're uncertain whether this course is suitable for your requirements, please contact us with any questions you may have.

Accommodation

Although not included in the course fee, accommodation may be available at our on-site Rewley House Residential Centre. All bedrooms are en suite and decorated to a high standard, and come with tea- and coffee-making facilities, free Wi-Fi access and Freeview TV. Guests can take advantage of the excellent dining facilities and common room bar, where they may relax and network with others on the programme.

To check prices, availability and to book rooms please visit the Rewley House Residential Centre website. 

Terms & conditions for applicants and students

Information on financial support