Branding and Marketing (online)



Overview

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

(Monday 22 November 2021)

  • 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 24 November 2021)

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

  • Customer insights

Session 3: Content Marketing

(Monday 29 November 2021)

  • 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

(Wednesday 1 December 2021)

  • 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 over two weeks, from 22 November - 1 December 2021, with online sessions delivered at 11:30 – 13:00 (UK time) on Mondays and Wednesdays.

Each session will be 90 minutes.

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

  • Monday 22 and 29 November
  • Wednesday 24 November and 1 December

A world clock, and time zone converter can be found here: https://bit.ly/3bSPu6D

This is a ‘virtual classroom’ course.

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.

Certification

Participants who attend the full course will receive a University of Oxford electronic certificate of attendance. 

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

You will be required to attend all of the live sessions on the course in order to be considered for an attendance certificate. 

Fees

Description Costs
Course Fee £395.00

Payment

All courses are VAT exempt.

Register immediately online 

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

Tutor

Oxentia Ltd

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.

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.

Terms & conditions for applicants and students

Information on financial support