Strategic Brand Manager

What will you learn

This module is designed to be immediately applicable, allowing you to complete selected assignments at your workplace. After completing the module, you will put your new knowledge and insights into practice to benefit your organization and your career.

• Building your Brand | Apply key branding perspectives, models, and trends to manage and develop your brand.
• Positioning your Brand | Develop a brand positioning strategy, implementing research and analytical insights, to create a recognizable identity for your brand in an international business context.
• Telling your Brand’s Story | Create stories that reflect your brand's identity in all (digital) communications, using strategic thinking and creativity to make these brand stories engaging and localized.
• Leading with Cultural Sensitivity | Prioritize cultural sensitivity in your interactions and branding initiatives.

Contents

As a strategic brand manager, you are the brand's voice and the architect of its image. Your role involves using strategic thinking, creativity, and leadership to help your brand stand out. This module deals with core topics specific to the role of a Strategic Brand Manager. These topics include:

• Strategic Brand Management
• Brand Positioning in the Digital Era
• Target Audience Research
• Brand Storytelling
• Cross Cultural Branding
• Intercultural Communication
• Leadership Skills

Who is this module for

• Current Employment:  You must work at least two days per week in a relevant field and organization, as proven by an employer’s statement (werkgeversverklaring).
• Work Experience: A minimum of two years of relevant working experience before starting your studies.
• Educational Background: A bachelor's degree in communication or related fields, such as business, marketing, international relations, public relations, management, linguistics, human resources, or psychology.

English Language Requirements for Admission

• Dutch nationals with a bachelor's diploma from the Netherlands: You don’t need to prove your English proficiency.
• Applicants with an International Diploma: An English certification test may be required if you earned your bachelor’s degree outside of the Netherlands.​​​​​​​ See for exemptions to English certification and minimum scores.

Voor organisaties

Wil je samen met collega's dit traject volgen, jouw medewerkers opleiden, of ben je geïnteresseerd in een andere opleiding op maat? Onze maatwerk- en in-company trajecten bieden talloze mogelijkheden. We stemmen deze volledig af op de behoeften van jouw bedrijf of organisatie, en de lessen kunnen vaak zelfs op jouw locatie plaatsvinden.

Lees meer over maatwerkopleidingen

Practical information

• Introduction and Onboarding: During the introduction and onboarding day, we conduct individual intake sessions to determine if your company offers the appropriate context for selected assignments. If not, we will provide alternative assignments.
• Study Format: Intensive on-campus classes Thursdays from 9:30 AM to 4:30 PM. Lectures and seminars are integrated with full-time Master of International Communication students.
• Class Schedule: According to the academic calendar for 2025-2026, classes will start on Thursday in week 1.
• Support: You will have full access to our online learning environment Brightspace. You will receive coaching from expert teaching staff.
• Independent Work: You will work on assignments and engage in self-study. The required time investment varies based on prior experience and the possibility of integrating assignments into your workplace tasks.