Course: Brand Management in the Digital Age — Strategy, Identity, Artificial Intelligence

Program Objective:
To develop a comprehensive understanding of contemporary brand management as a strategic business function. The course emphasizes digital positioning, reputation building, and the use of artificial intelligence (AI) in analytics, content creation, and communication. Participants will gain hands-on experience in the full brand-building cycle — from market research and concept development to execution in a digital environment.

Languages of Instruction: Russian and English
Format: Online group learning (3–8 participants)
Duration: 72 academic hours (9 weeks)
Tuition Fee: €1350 (VAT not included)
Delivery: Online via Zoom; 1 session per week + individual guidance
Group Size: 3–8 participants

Target Audience:
Aspiring brand managers, marketers, PR and digital specialists, entrepreneurs and startup founders, students and graduates of marketing/management programs, and professionals looking to change careers or upskill in brand management.

Level: From beginner to confident practitioner
Outcome: A complete brand project ready for your portfolio

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Course Modules

Module 1. The Brand as a Strategic Business Asset (6 academic hours)

• Brand functions and structure in the digital economy
• Brand vs. product: the value of perception
• Key performance indicators (KPIs) for brand managers
• Practical session

Module 2. Market, Competitor & Audience Research with AI (8 academic hours)

• Marketing analytics: methods and digital tools
• Applying AI for market insights and audience profiling
• Segmentation, triggers, insights
• Practical session

Module 3. Brand Archetypes & Positioning Development (8 academic hours)

• Jungian brand archetypes as a tool for differentiation
• Values, mission, Big Idea
• Brand platform: core, emotional and rational messages
• Brand positioning matrix
• Practical session

Module 4. Naming & Verbal Identity in the Era of Noise (6 academic hours)

• Effective naming: criteria, patterns, and common mistakes
• AI-powered tools for idea generation
• Slogans, tone of voice, and storytelling
• Practice: creating and testing name and slogan options

Module 5. Visual Identity & Brand Design (8 academic hours)

• Visual identity essentials: logo, color, typography
• Design systems and digital adaptation
• Midjourney and AI-generated design references
• Brand book as a visual management tool
• Practical session

Module 6. Communication Strategy & Digital Content (10 academic hours)

• Omnichannel strategy: PR, social media, blogging, influencers
• Digital communication structure: goals, channels, CTA
• Content creation with AI tools
• Storytelling and loyalty funnel scenarios
• Practical session

Module 7. Managing a Brand in the Digital Environment (8 academic hours)

• Website and landing page UX/design
• Social media management and visual consistency
• Reputation management: reviews, crowd marketing, perception analysis
• Using AI for monitoring and moderation
• Practical session

Module 8. Brand Manager in a Cross-Functional Team (8 academic hours)

• Agile methods and creative sprints
• Briefing designers, copywriters, marketers
• Managing contractors
• Planning quarterly brand activities
• Practice: developing a quarterly brand plan with task delegation

Module 9. Final Project & Presentation (10 academic hours)

• Brand concept: from idea to communication strategy
• Presentation support using ChatGPT, Beautiful.ai, Canva
• Pitching: how to present a brand to investors or clients

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Upon Completion, You Will Be Able To:

✅ Build and grow a brand aligned with business goals and audience needs
✅ Apply AI tools for analysis, content creation, and communication optimization
✅ Manage both visual and verbal brand identity
✅ Develop and execute digital promotion strategies
✅ Work effectively within cross-functional teams
✅ Pitch your brand project to investors, partners, or employers