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FUTURE SKILLS SHORT COURSE

Brand Experience

Differentiate your brand against the competition by creating and deploying a unique brand promise that is experienced at every customer touchpoint.

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Prerequisites
None
Time commitment
6 weeks (8-10 hours per week) 100% online
A$ 990 incl GST

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Level up your skills and qualifications as a digital native

Teaming up with the best in industry, our courses lean into the future of work to deliver the best in structured, mentor-supported, 100% online education.

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Get RMIT recognised

After completing a Future Skills course, your knowledge will be validated by Australia’s largest university.

Course Structure

Module 1

Understanding the importance of brands

Explore what makes up a brand, the benefits of a brand, and why brands are still relevant in the digital age

Determine the qualities of a strong brand and how you build strong brands

Understand why being brand led is important

Module 2

Identifying market opportunities

Define the market your brand will compete in

Build a market segmentation hypothesis for that defined market

Identify opportunities within the market and opportunities to create new markets

Module 3

Developing a brand positioning

Understand the golden rules for brand positioning and why they are crucial for brand success

Explore how you develop a brand positioning territory using tools like the brand ladder

Understand the importance of brand onions, pyramids, keys and how to capture and articulate your brand positioning

Module 4

Expressing the brand

Analyse key considerations for developing a good brand idea

Develop a style guide or brand book for your brand

Appraise distinctive brand asset types and their use in developing a strong brand

Module 5

Creating an external communications framework

Understand what a communications framework is and map your customer journey to determine opportunities to communicate your brand experience

Explore various media channels and align these to your communications framework

Comprehend the key considerations when developing brand assets and their implications on your brand

Module 6

Building internal brand champions

Create an internal communications framework for key internal audiences including a board, business stakeholders, employees, and investors

Prepare for your final brand strategy and presentation

Learn with Industry Experts

Get ready to meet some of the biggest names in the business

Adam FerrierChief Thinker and Founder at Thinkerbell, Subject matter expert

Adam Ferrier is one of Australia’s most respected and recognised brand strategists. Adam’s expertise comes from a combination of a passion for marketing science with a background in clinical psychology, and over 15 years working in brand strategy. Adam has helped drive the strategy for some of Australia’s largest and best loved brands including Jeep, Vodafone, Foxtel, ABC, Furphy, Coke, Vegemite, and Unilever. Adam wrote ‘The Advertising Effect: How to Change Behaviour’ (Oxford, 2014), and recently launched “Stop Listening to the Customer” (Wiley 2020).

Melissa BardenFree Thinker at Thinkerbell, Subject matter expert

Our subject matter experts on this course include people like Melissa Barden. Melissa is a senior marketing and brand strategist at Thinkerbell with over 20 years’ experience in organisations such as Unilever, Colgate-Palmolive, Kantar Added-Value, and Naked Communications where she was Head of brand strategy. Melissa specialises in assisting businesses to develop their market understanding, business visions, portfolio strategies, brand positioning, brand plans, and communication and innovation ideas. She is also a trained workshop facilitator and specialises in helping clients to develop their thinking in collaborative workshop sessions.

Peter Sloterdyk
Peter Sloterdyk Subject matter expert

Peter Sloterdyk is an experienced marketer and technology leader with a penchant for building teams and helping grow startups into their next phase of maturity. He recently joined furniture brand Koala as their first Global Chief Marketing & Technology Officer, with oversight of the marketing, data, analytics, insights and technology teams. At Koala, Peter is responsible for all facets of marketing, communications, technology and digital development, consumer insights, data, and analytics. Prior to joining Koala, he led Original Series marketing for Netflix in a broad global and strategic role and has also worked for agencies such as Digitas, Deep Focus, and MXM (an Accenture company). 

Learner success teamRMIT Online

Our learner success team are here to help you with 1:1 coaching, tips on how to successfully study online, and any questions or concerns you may have.

Why choose RMIT Online

Get a world-class education and transform your career.

Real world skills

Develop skills that have been validated by industry, while getting recognised by a world-leading university.

Industry connected

You'll gain knowledge and practical skills from renowned industry partners who are at the forefront of their field.

Flexible delivery

Advance your career while you study. RMIT Online courses let you balance work, study and life commitments.

Supported community

Be guided by a network of industry experts and peers, and supported by our dedicated success team.

Download a brochure

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