date_range Starts on September 24, 2018
event_note End date November 5, 2018
list 6 sequences
assignment Level : Introductive
chat_bubble_outline Language : English
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Key information

credit_card Free access
verified_user Fee-based Certificate
timer 18 hours in total

About the content

Understand the role of brands and brand management in the modern world, and start developing your career in the sector.

Brands are the most potent commercial and cultural force on the planet. Think McDonald’s, Apple, Manchester United, Tate, Google or Harry Potter. Get under the skin of such brands, and ask how and why they become so powerful.

The University of East Anglia has teamed up with influential brand consultancy Wolff Olins to bring you this course, led by renowned consultant Robert Jones.

You’ll learn from practitioners at companies like Virgin and Google. You’ll get a rich mixture of theory and practical tools as well as insights and methods from the converging worlds of technology, design and brand.

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Syllabus

  • How brands work: the role brands play in our lives, how brands have changed over time, how brands make a commercial and social impact
  • How brands are managed: the branding industry, the changing world of brand management, managing multiple brands
  • How brands get defined: how brands begin, the aims and shape of a branding project, techniques for defining what a brand wants to stand for
  • How brands get designed: great brand design, the four dimensions of brand design, the fluid processes that lead to great brand design
  • How brands drive organisations: the idea of the brand-led business, the four quadrants of brand action, the role of brand in innovation and change
  • Where brands are going next: the future of brands, your personal brand, ways to continue the journey
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Instructors

Robert Jones
Robert is a strategist at Wolff Olins, the brand consultants in London, and a visiting professor at the University of East Anglia, UK.

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Content designer

UEA (University of East Anglia)

The University of East Anglia (abbreviated as UEA) is a public research university in Norwich, England. Established in 1963 on a 320 acres (130 hectares) campus west of the city centre, the university has four faculties and 26 schools of study.

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Platform

Futurelearn

FutureLearn is a massive open online course (MOOC) learning platform founded in December 2012.

It is a company launched and wholly owned by The Open University in Milton Keynes, England. It is the first UK-led massive open online course learning platform, and as of March 2015 included 54 UK and international University partners and unlike similar platforms includes four non-university partners: the British Museum, the British Council, the British Library and the National Film and Television School.

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