Course: Strategic Brand Manager credits: 15
- Course code
- LCVM21MIC02
- Name
- Strategic Brand Manager
- Study year
- 2026-2027
- ECTS credits
- 15
- Language
- English
- Coordinator
- M.H. van Dijk
- Modes of delivery
-
- Assignment
- Guest lecture
- Peer feedback
- Practical / Training
- Problem-based learning
- Self-study
- Tutorial
- Assessments
-
- Strategic Brand Manager - Other assessment
Learning outcomes
PLO A1: Creates communication strategies that convey organisational values, strategic directions, and priorities, while addressing the interests of diverse stakeholders.
PLO B3: Designs, conducts, and critically reviews (online) communication research to underpin communication strategies and tactics, as part of decision-making and with relevance to professional practice.
PLO C6: Integrates knowledge and diverse perspectives to develop original solutions that improve communication outcomes.
PLO E9: Demonstrates continuous, self-directed learning and leadership development across diverse settings.
Content
This 15 EC module provides students with applied expertise to design and evaluate strategic branding initiatives in global markets.
Students will:
The module is supported by applied research methodology, strategic brand management, intercultural communication, and relevant workshops. Deliverables can include, but are not limited to, a brand positioning strategy, a presentation, a research memo, a case study, a leadership toolkit, and a competency-based interview. The deliverables are assessed in a portfolio to determine how well the program learning outcomes have been achieved.
Capstone Project
In a team-based capstone, students work in international groups to apply brand theory, critical and strategic thinking to develop a brand narrative and a brand positioning strategy for a global company.
Applied Research Methodology
Students improve their research skills by combining critical thinking and strategic brand communication. They learn to interpret data, manage the research process, solve problems, and communicate outcomes effectively.
Strategic Brand Management Theory
Students explore strategic brand management principles and theories, combining frameworks with the latest industry tools. Students actively build real-world brand management skills through current case studies of successful (digital) brands.
Intercultural Communication
Students learn to identify cultural factors that influence consumer perceptions in branding strategies and to produce different types of content for a variety of international business settings.
Personal Leadership
Students develop leadership skills by integrating deep self-awareness, intercultural competence, and personal branding within dynamic team environments.
Contact person: Mathilde van Dijk
Contact information: m.h.van.dijk@pl.hanze.nl
Students will:
- Apply advanced brand theory and research to tackle complex branding challenges across diverse markets.
- Design purpose-driven brand positioning strategies that resonate with audiences and create meaningful competitive advantages.
- Align brand identity with effective brand communications and meaningful brand experiences.
- Strengthen personal leadership development through reflection on their own and others’ cultural values.
The module is supported by applied research methodology, strategic brand management, intercultural communication, and relevant workshops. Deliverables can include, but are not limited to, a brand positioning strategy, a presentation, a research memo, a case study, a leadership toolkit, and a competency-based interview. The deliverables are assessed in a portfolio to determine how well the program learning outcomes have been achieved.
Capstone Project
In a team-based capstone, students work in international groups to apply brand theory, critical and strategic thinking to develop a brand narrative and a brand positioning strategy for a global company.
Applied Research Methodology
Students improve their research skills by combining critical thinking and strategic brand communication. They learn to interpret data, manage the research process, solve problems, and communicate outcomes effectively.
Strategic Brand Management Theory
Students explore strategic brand management principles and theories, combining frameworks with the latest industry tools. Students actively build real-world brand management skills through current case studies of successful (digital) brands.
Intercultural Communication
Students learn to identify cultural factors that influence consumer perceptions in branding strategies and to produce different types of content for a variety of international business settings.
Personal Leadership
Students develop leadership skills by integrating deep self-awareness, intercultural competence, and personal branding within dynamic team environments.
Contact person: Mathilde van Dijk
Contact information: m.h.van.dijk@pl.hanze.nl
Included in programme(s)
School(s)
- Entrepreneurship, Communication & Marketing