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

(Tuesday 10 November 2020)

  • 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: Creating Physical and Digital Marketing Presences

(Thursday 12 November 2020)

  • 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

Session 3: Generating Awareness & Converting Market Interest into Sales

(Tuesday 17 November 2020)

  • 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

Session 4: Measuring Results to Enhance Business Success

(Thursday 19 November 2020)

  • 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

Course Delivery

The Branding and Marketing (Online) course will run over two weeks, from 10 - 19 November 2020, with online sessions delivered at 11:30 – 13:30 (UK time) on Tuesdays and Thursdays.

Each session will be two hours.

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

  • Tuesday 10 and 17 November
  • Thursday 12 and 19 November

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

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

Certification

Participants who attend the full course will receive an electronic confirmation of attendance. 

This confirmation will show your name, the course title and the dates of the course you attended.

A record of this information will be retained by the University of Oxford, should further confirmation of your attendance on this course be required (for example, by your employer, or prospective employer).

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.

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.