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

INDUSTRY PARTNERS

Level up your skills and qualifications as a digital native

Why learn Brand Experience

Whether you’re looking to expand your existing digital marketing skill set, or seek to adopt a brand-led business approach, our Brand Experience course enables you to create a brand promise that aligns with your customer experiences in your category. You’ll learn how to deliver that promise through every customer experience in your role or business, and how to leverage your unique and central brand idea consistently across various digital channels.

Our Brand Experience course is ideal for:
• Intermediate or specialist digital marketers looking to understand how to deploy a brand strategy through digital channels and fill a gap within their existing skill set to progress their career
• Founders, business owners, and leaders looking to adopt a brand-led business approach and connect with their customers in a consistent and meaningful way

What you'll learn

Critically analyse and apply industry principles and processes of brand strategy
Develop and justify a brand strategy for a new brand or an existing brand of choice and develop low fidelity brand assets
Examine consumer touchpoints and marketing channels and develop a framework or approach to deliver the brand experience and ensure consistency
Develop an approach for communicating the brand at all business levels: board, executive, functional and all teams

How it works

Create and deploy a brand promise that is actually reflected in customers’ digital experiences and closes the gap between brand promise and reality. With the opportunity to bring your own business, you’ll develop a brand strategy and learn how to effectively communicate this throughout your business, to both internal and external customers through a digital first approach.

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The freedom of online study

Get RMIT credentialed

After completing an RMIT Future Skills course, you will earn an RMIT credential which can be validated, recognised and shared on social media platforms.

Course Structure

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 including its customers, employees, and financial brand equity

Examine the requirements for establishing a clear and compelling brand promise and how to deliver upon it

Identify a brand to work on and what brand goals you want to achieve

Define the market your brand will compete in

Develop market segmentation and build a market segmentation hypothesis for that defined market

Identify market opportunities and the key needs that need to be addressed for that market

Justify your market segmentation thought process

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

Explore the concept of brand laddering and develop a potential brand positioning territory

Examine brand onions, pyramids, and keys and how these can be used to determine and refine a brand positioning framework

Refine your brand positioning

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 uses when expressing brand value

Submit one brand expression activity

Understand what a communications framework is and map your customer journey to determine opportunities for your brand positioning

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

Submit a communications framework and creative asset for review

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

Presentation
Complete and present a brand strategy presentation designed to communicate and sell your brand to customers across various digital channels

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 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).

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.