Key information
Dates: Friday 18 - Monday 21 July 2025 | 09:00 - 17:00 (GMT)
Duration: 4 days
Delivery mode: On campus in-person, with participants actively engaging and joining in with Bayes’ current Modular Executive MBA students and alumni.
Fee: £3,595 (No VAT is charged)
Faculty: Professor Zach Estes
Programme overview
This standalone module on Bayes’ MBA programme, covers essential branding and advertising strategies across industries. It guides participants through brand building, positioning, and identity definition. It explores brand expansion into new markets, strengthening consumer-brand connections, and boosting brand equity through advertising.
Learners gain tools for brand management, growth, and resilience with global examples. The module culminates in a 'Build a Brand' project where participants create a new brand from scratch through daily workshops.
Who is the programme for?
Marketing professionals, business owners, entrepreneurs, and anyone involved in strategic decision-making for a brand. Also individuals working in advertising, public relations, and communications would find value in learning how to effectively communicate and manage brand identity.
Benefits for you and your organisation
- Understand how brands generate customer and financial value
- Build brands through strategic marketing and communication
- Refresh and grow brands with innovative campaigns
- Analyse the management logic behind brand building and reinforcement
- Apply branding principles to various products, services, and regions
- Combine creativity and strategy to enhance intangible assets.
Focus and structure
This Branding and Advertising module is delivered over the course a 4-day long weekend, Friday – Monday. It employs a combination of teaching methods including lectures, group exercises and practical examples along with a ‘Build a Brand’ project and cases studies.
Day 1: Introduction to Branding
Focus on value proposition, brand equity, and positioning. Includes a classic case study and a brand positioning workshop.
Day 2: Brand Identity
Explore brand names, logos, and related elements. Features a contemporary case study and a brand development workshop.
Day 3: Brand Communication
Enhance brand awareness and image through advertising and alternative promotion methods. Includes a classic case study and a communication strategy workshop.
Day 4: Leveraging Brand Equity
Learn strategies for brand portfolio management and extension. Features a contemporary case study, a leveraging strategy workshop, and presentations for feedback.
