UNIVERSITY OF CAPE TOWN

BRAND MANAGEMENT

Learn how to build and maintain a brand’s reputation in the digital age

Duration

8 weeks, excluding
orientation

Effort

7–10 hours per week,
entirely online

Learning Format

Weekly modules,
flexible learning

ON COMPLETION OF THIS COURSE, YOU’LL WALK AWAY WITH:

1

Insights into the role and purpose of branding, and the knowledge to recommend frameworks for building brand equity and value in the current business landscape.

2

The skills to align a personal or corporate brand to its strategic outlook, and devise differentiation and positioning strategies across a multitude of brands and sectors.

3

The ability to recognise which digital marketing tools and platforms are effective in shaping the unique value of your brand, and the proficiency to craft a comprehensive future growth strategy.

4

An official certificate from Africa’s leading university1 as proof of your ability to build and maintain a brand’s reputation.

1 QS Top Universities (Dec, 2019).

COURSE CURRICULUM

Module 1 The Fundamentals of Branding and Personal Branding
Learn about the fundamentals of brand management.

Module 2 The Value of Brand Equity and Personal Branding
Discover how brand equity creates value to an organisation.

Module 3 Managing a Brand’s Identity
Learn how to manage a brand and link it to a company strategy.

Module 4 Positioning and Differentiating a Brand
Discover the link between positioning and differentiation, and how these can be used to gain competitive advantage.

Module 5 Brand Contact Planning and Management
Explore the contact planning process and how internal marketing is used to shape a brand.

Module 6 Supporting Brands Through Marketing Communication
Explain the ways in which brands are supported through marketing communication.

Module 7 Brand Reputation
Understand the role that customers play in your brand’s reputation, and create a strategy to build and maintain the reputation of a brand.

Module 8 Brand Growth Strategies
Discover ways in which to grow a brand in the future.

"The course content is easy to take in, understand, and apply almost immediately. I also appreciate how the supporting material includes relevant and current industry professionals and stories. It makes the content so much [more] relatable. It has truly helped me enhance my understanding and application of brand management, both professionally and personally. The online learning experience is far from being intimidating and overwhelming, [and] the direct support with every module is impressive. It's great to have sight of queries made by others and knowing that yours will be attended to. The bonus from this wonderful experience is the exposure to individuals from different parts of the world, so engagement is always from different environments and perspectives. I'm walking away with new knowledge and new contacts."
– Itumeleng Lehabe, Public Relations and Communications Specialist

CONVENOR

Dr Pragasen Pillay

Senior Lecturer, Marketing Section of the School of Management Studies, UCT

Dr Pillay completed his Doctor of Commerce degree specialising in marketing and is registered as a chartered marketer with the Marketing Association of South Africa (MASA). He worked in various management roles in the corporate and academic sectors prior to joining UCT. His areas of research specialisation include consumer behaviour, brand management, and consumer neuroscience.

AN ONLINE EDUCATION THAT SETS YOU APART

This UCT online short course is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:

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Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities, entirely online and in your own time

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Enjoy a personalised, people-mediated online learning experience created to make you feel supported at every step

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Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones

GET MORE INFORMATION

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