A 4-day training, specifically designed for individuals starting in a marketing role, to master the fundamentals of brand management. Led by experts in the field, this training will help you acquire essential practical skills to manage a brand effectively.
The UBA Brand Building College is a 4-day training programme spread over 4 months. Each session focuses on a key aspect of brand management:
Entirely in English, this hands-on program allows participants to directly apply the concepts covered.
This workshop will cover the following aspects:
• Setting growth objectives and goals
• Identifying key sources of growth
• Developing specific growth strategies and plans using the 'Who - What - How' framework.
This workshop will cover the following aspects:
• Communication theories
• Communication tools, media, and messages
• Reversing the funnel? Communication in the digital age
• Integrated marketing communication
This workshop will cover the following aspects:
• What is a customer-centric organization?
• Why is it important?
• How to obtain compelling insights and gain a competitive advantage in the market?
This workshop will cover the following aspects:
• Why segmenting consumers is valuable
• Different ways to segment consumers
• Tips for activating segmentation and targeting segments
This workshop will cover the following aspects:
• Designing and implementing a powerful consumer experience strategy
• Measuring and optimizing the customer experience
• Mapping the customer journey across different channels
This workshop will cover the following aspects:
• What are the ingredients of a good creative brief?
• Where does the advertiser's responsibility end and the agency's responsibility begin?
• What share of responsibility is truly shared to achieve punitive results?
This workshop will cover the following aspects:
• Key parameters for measuring advertising pressure and targeting a campaign (audience, media investment, etc.).
• How do you use these parameters? What studies do they come from?
• Focus on digital: targeting opportunities, pricing models and types of purchase, key performance indicators, brand visibility, and security.
This workshop will cover the following aspects:
• How to start a story that is both strong and open?
• How to define a clear strategy?
• How to translate the strategy into practice?
• How to develop a working formula and with what resources?
• How to creatively translate your marcom objectives into media objectives?
This workshop will cover the following aspects:
• Fair compensation for a media agency
• Evaluate and collaborate with a media agency
• The key strengths of media channels
• 10 tips to make the most of your media
This workshop will cover the following aspects:
• The importance of activation in the communication plan and the main activation methods
• The activation plan in detail
This workshop will cover the following aspects:
• Analysis of a case
• Group discussion and application of the marketing models learned in previous sessions
• Presentation of the solutions and group discussions
Chief Strategy Officer, Publicis
Senior Strategy Consultant, Kinetic Consulting Ltd
Insights Director, boobook
Partner, Business Markers
Digital Strategy & Performance Director, IPG Media
Managing Director, ACC
Marketing Consultant & Coach, Faith in Fools
Head of Digital Marketing & Media Coordination Benelux, The Walt Disney Company
Creative Director & Partner, CityCubes
Marketing consultant & lecturer, Valuemarketing / Odisee / Karel de Grote Hogeschool / KULeuven
CEO Profacts
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• This 4-day training has a commercial value of €3,440.
• Brand members can participate for free. The participation fee is included in the annual membership fee.
• Expert members and media members benefit from a 50% discount.
The UBA Brand Building College is aimed at anyone starting in a marketing role and wishing to develop their skills in brand management.
• 4 full days at UBA, approximately 1 day per month
• Training 24/7 to watch online before each day
• Language: The training is conducted in English. - Participants can speak in English, French, or Dutch.
• We accept a maximum of 2 participants from the same company per session
For me, the success of the Brand Building College lies in the fact that each session combines theory and practice. The course ends with a business case, allowing participants to apply the concepts they have learned in the previous days to a real-world problem.
Trainer Brand Building College / Marketing Consultant at Valuemarketing.be / Lecturer
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