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Brand Building College

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.

English Brand Building College
When 8 January 2026 12 February 2026 3 March 2026 21 April 2026
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Schedule

Day 1, Thursday, January 8
9:15 - 10:30

How does communication work?

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, Thursday, February 12
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, Tuesday, March 3
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, April 21
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

Register

No tickets available

Training 24/7 as preparation

Day 1: Strategic Brand Activation

Day 2: Target audience

Day 3: Media Landscape & Agency Briefing

Day 4: Brand Activation

Tickets

  • UBA I brand member Included in the UBA membership. Free
  • UBA I expertise member € 1,720.00
  • UBA I media member € 1,720.00

Prices

  • Participation is free of charge for UBA brand members.
  • For UBA expertise and media members, the participation fee is €1.720 (excluding VAT).
  • A maximum of two employees per company can register for each edition. First come, first served.
  • Out of respect for candidates we have to decline due to limited capacity, we ask participants to commit to the full four-day programme.
  • Registration: send your request to contact@ubabelgium.be.
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