Branding and Marketing (online)


This online course will focus on initiating an optimal outlook and professional skillset, helping you 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

Throughout the course you will be taken though some of the issues and challenges of maintaining a brand, such as:

  • brand planning
  • brand value
  • branding in the context of competitive advantage
  • the evolution of brand strategies over time
  • brand management
  • measuring performance in branding activity. 

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

The different approaches to marketing – both traditional and digital, as well as omnichannel approaches - will be covered, along with the metrics to recognise, evidence, and continuously improve marketing activities.

Programme details

The aim of this course is to provide insight into the many issues facing those seeking to operate effectively in branding and marketing.

The limited time available to cover the diverse range of topics will mean that some issues will be merely touched upon or otherwise treated only briefly, providing you with the vocabulary to continue your studies in areas of interest after the end of the course.

Session 1: Brand Identity

(Tuesday 12 March 2024)

  • 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

Session 2: Customers

(Wednesday 13 March 2024)

  • Segmentation, targeting, positioning
  • Customer personas
  • Market research
  • Customer insights

Session 3: Content Marketing

(Thursday 14 March 2024)

  • Content Marketing interplay

  • Content and channels

  • Skills and resources

  • How to create content

  • Frequency

  • Measurements and dashboards

Session 4: Measuring Results to Enhance Business Success

(Friday 15 March 2024)

  • Defining the right metrics for you
  • Traditional marketing campaign metrics
  • Website measurement tools
  • Social Media measurements
  • Harnessing your metrics for better branding and marketing

Dates, Times and Delivery

The Branding and Marketing (online) course will run from 12 - 15 March 2024. Each session will be 90 minutes.

These live video sessions will be held over Microsoft Teams at 11:30 – 13:00 (UK time) on:

  • Tuesday 12
  • Wednesday 13
  • Thursday 14
  • Friday 15 March 2024 

A world clock, and time zone converter can be found here:

This is a ‘virtual classroom’ course, and is designed to replicate the experience of a classroom. The sessions are ‘live’ and are not recorded.

No attendance at Oxford is required and you do not need to purchase any software.

Accessing your online course 

Details about accessing the private MS Teams course site will be emailed to you during the week prior to the course commencing.  

Please get in touch if you have not received this information within three working days of the course start date. 

Digital Certification

To complete the course, you will be required to attend and participate in all of the live sessions on the course in order to be considered for a certificate. Participants who complete the course will receive a link to download a University of Oxford digital certificate. Information on how to access this digital certificate will be emailed to you after the end of the course.

The certificate will show your name, the course title and the dates of the course you attended. You will also be able to download your certificate or share it on social media if you choose to do so.


Description Costs
Course Fee £425.00


All courses are VAT exempt.

Register immediately online 

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


Oxentia Ltd

Oxford’s Global Innovation Consultancy

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. 


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.

IT requirements

This course is delivered online using Microsoft Teams. You will be required to follow and implement the instructions we send you to fully access Microsoft Teams on the University of Oxford's secure IT network.

To participate you must be familiar with using a computer for purposes such as sending email and searching the Internet. You will also need regular access to the Internet and a computer meeting our recommended minimum computer specification.
It is advised to use headphones with working speakers and microphone.