Brand Management & Consumer Psychology Professional Certificate
Build practical skills in brand strategy foundations, consumer behaviour, brand identity & messaging.
Programme overview
Build practical skills in brand strategy foundations, consumer behaviour, brand identity & messaging.
What you’ll study
01Brand Strategy Foundations
Brand purpose, positioning, category, audience, differentiation, value proposition and architecture.
Practical work: Write a complete brand positioning statement.
02Consumer Behaviour
Attention, motivation, perception, heuristics, social proof, trust, customer journey and ethical persuasion.
Practical work: Map behavioural drivers across a customer journey.
03Brand Identity & Messaging
Naming concepts, voice, messaging hierarchy, visual identity governance and consistency.
Practical work: Create a messaging framework and brand brief.
04Research & Brand Measurement
Qualitative/quantitative research basics, surveys, interviews, brand awareness, consideration and sentiment.
Practical work: Design a small brand-research instrument.
05Campaign & Experience Management
Integrated campaigns, touchpoints, retail/digital experience, partnerships and content consistency.
Practical work: Build an integrated brand campaign concept.
06Brand Capstone
Audit, competitive map, positioning, identity/messaging guidance, campaign and measurement plan.
Practical work: Present a full brand strategy for a local or simulated business.
Tools & learning resources
- Canva
- Survey tools
- Spreadsheets
- Social listening/search tools
- Presentation software
Practical projects & portfolio
- Brand positioning
- Consumer journey
- Messaging framework
- Brand research plan
- Brand strategy capstone
Who can apply?
Basic marketing familiarity helpful but not required.