UBA Brand Building College
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 next edition
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.
What is the UBA Brand Building College?
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:
- Day 1: Brand Strategy and Innovation
- Day 2: Target audience
- Day 3: Media landscape and agency briefing
- Day 4: Brand activation
Entirely in English, this hands-on program allows participants to directly apply the concepts covered.
Training Objectives
- Brand management, from strategy to activation.
- Define and analyse an effective brand strategy.
- Identify your target audience to improve communication and strategy.
- Better understand the media landscape and optimise your briefing to agencies.
- Master brand activation techniques for optimal impact.
Day 1: Strategic Brand Activation
Brand Growth Strategy Development - Bert Wouters
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.
How does communication work? - Berten Peremans
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: Target audience
A customer focus culture driven by insights - Carine Vaeremans
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?
Understanding the target group, from data to inspiration - Eva Vandenberge
This workshop will cover the following aspects:
• Why segmenting consumers is valuable
• Different ways to segment consumers
• Tips for activating segmentation and targeting segments
Customer Experience Strategy and Management - Valérie Busquin
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: Media Landscape & Agency Briefing
Better briefings make better work - Petra De Roos
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?
Media Metrics - Stephanie Radochitzki
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.
Integrated strategic planning and creativity - Veerle De Vos
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: Brand Activation
Media Partners - Aurore Devos
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
Brand Activation - Dieter Veulemans
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
Business Case - Igor Nowé
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
Trainers
Berten Peremans
Chief Strategy Officer, Publicis
Bert Wouters
Senior Strategy Consultant, Kinetic Consulting Ltd
Eva Vandenberge
Insights Director, boobook
Valérie Busquin
Partner, Business Markers
Stephanie Radochitzki
Head of Media, Marketing Intelligence & Creative Studio, ING Belgium
Petra De Roos
Managing Director, ACC
Veerle De Vos
Marketing Consultant & Coach, Faith in Fools
Aurore Devos
Head of Digital Marketing & Media Coordination Benelux, The Walt Disney Company
Dieter Veulemans
Creative Director & Partner, CityCubes
Igor Nowé
Marketing consultant & lecturer, Valuemarketing / Odisee / Karel de Grote Hogeschool / KULeuven
Carine Vaeremans
CEO Profacts
Practical info
Price
• 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.
For who?
The UBA Brand Building College is aimed at anyone starting in a marketing role and wishing to develop their skills in brand management.
Practical info
• 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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