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Building Brands and Influencing Behaviour

In this course, we examine what factors create a winning brand, analyse the strategies behind it, and observe how the resulting behavior of consumers makes an impact on the bottom line of the organization. This three-week summer programme will provide students with the skills to define the brand essence of an organisation and bring it to life through design, copy and behaviour.

  • Programme at a glance
    Mode of instruction: On-site (3 weeks) 
    Academic dates: Sunday 4 July - Thursday 22 July 2021*
    Housing dates: Friday 2 July - Friday 23 July 2021*
    Academic fees: €1650* read more about what is included.
    Housing fees: €650* and a €75 refundable deposit. For more information, see Housing and practical matters.
    Credits: 6 European Credits. Read more about credits and credit transfer.  
    Early admission deadline: 1 February 2021
    Regular admission deadline: 1 April 2021
    Who is this programme for? For current university students (3rd and 4th year Bachelors, Masters, and PhD's) in the arts and social sciences with an interest in branding, marketing, and business. Also for working professionals and entrepreneurs with a desire to continue their education/update their skills in this field.

    *Dates and prices are tentative and subject to change, and will be finalised by 1 December 2020. 

  • Programme description

    By the end of this course, you will understand how all of the aspects of the brand need to work as one, in order to create a unique and relevant experience.

    Participants will be able to create the foundation of their own start-up, nonprofit, or corporate brand, and be better equipped for a role in marketing or brand management. Throughout the programme, we will move from behavioural analysis and branding strategies to case-studies, and actual applications. Past guest lecturers included (Global) Brand Managers at Philips and ING, the Global Learning and Culture Officer of Interbrand, former CEO of IAMsterdam. 

    The final project of this course will ensure that the methods learned in the classroom will be applied to a real client in Amsterdam, bringing theory and practice together.

    Subjects include Behavioural Analysis, Design Strategy, City Branding, Competitive Positioning, Differentiation, Brand Architecture, Values, Culture, and Storytelling. Students can expect short excursions in Amsterdam, and two full-day visits to a company and a theme park to see specific brand concepts applied in real life. The course will end with final presentations to a local client, who will be the beneficiary of the brand strategy devised by students.     

    Participants in this course will also undertake relevant programme excursions to inspiring brands to gain insights into values, internal culture, and design, and understanding the use of "imagineering" in a brand experience context. 

  • Academic director

    Guido van Garderen (MSc at UvA; MPA at Harvard) is currently pursuing a PhD in marketing at thr University of Johannesburg and is based in Amsterdam. His research examines how a well-defined brand strategy helps destinations attract talent, trade, tourists and investment, thereby gaining an economic competitive advantage. As a former Strategy Director at the Global brand consultancy Interbrand, he combines best practice examples with the latest academic insights, to develop an understanding of key analytical frameworks and tools, that are essential for a winning brand strategy.

  • Explore our community

    Want to get to know more about studying in Amsterdam? Follow us on social media and join our summer community. Get a feel for our summer school vibe and our academic and social community, and learn about studying with us through the eyes of past summer school students. 

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Building Brands and Influencing Behaviour
Mode Short-term
Credits 6 ECTS, 3 weeks
Language of instruction English
Conditions for admission Open
Starts in July