The Brand Building College is a four-day training programme specifically designed for junior marketers and professionals who are new to the role of Brand Manager. Around ten recognised experts will guide you through how to build a strong brand, combining theory, practical exercises and inspiring business cases.
EnglishBrand Building College
When30 September 202514 October 20256 November 20252 December 2025
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.
10:45 - 12:15
Brand Growth Strategy Development - part 1
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
13:15 - 16:45
Brand Growth Strategy Development - part 2
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
Day 2, Tuesday, October 14
9:15 - 10:30
A customer focus culture driven by insights
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?
10:45 - 12:15
Understanding the target group, from data to inspiration
This workshop will cover the following aspects: • Why segmenting consumers is valuable • Different ways to segment consumers • Tips for activating segmentation and targeting segments
13:15 - 16:45
Customer Experience Strategy and Management
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
Day 3, Thursday, November 6
9:15 - 10:30
Media Metrics
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.
10:45 - 12:15
Better briefings make better work
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?
13:15 - 16:45
Integrated strategic planning and Creativity
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?
Day 4, Tuesday, December 2
9:15 - 10:30
Media Partners
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
10:45 - 12:15
Brand Activation
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
13:15 - 16:45
Business Case
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
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