Learn how to build and maintain a brand’s reputation in the digital age
8 weeks, excluding
7–10 hours per week,
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.
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.
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.
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).
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.
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.
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:
Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities, entirely online and in your own time
Enjoy a personalised, people-mediated online learning experience created to make you feel supported at every step
Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones
Want to know more?
Enter your information below to learn more about the UCT Brand Management online short course, including receiving the course prospectus, from GetSmarter.
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