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Certificate in Brand Management

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Introduction

Brand Management is a relatively new discipline which all small, medium and large companies need in order to position their products and their companies in the global marketplace. No matter the product being sold; whether it is bread, T-shirts, sports drinks, telecommunication services, or luxury vehicles, all companies need to build and manage brands effectively in order to realise maximum results in the marketplace.

Brand management has been defined as "the art of creating and sustaining the brand. Brand management begins with having a thorough knowledge of the term “brand”.   It includes developing a promise, making that promise and maintaining it.   It means defining the brand, positioning the brand, and delivering the brand.  Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience.

Who is this programme for?

This programme is open to individuals who want to expand their knowledge and understanding of brand management.  It is designed for a wide ranging audience of marketing and non-marketing professionals and associates, be they in human resources, customer service, management, finance and extends to all employees who need to understand their critical role in delivering on the brand promise. Students shall be exposed to what it takes to build a strong brand that drives company growth, win more customers and maintain their existing client base.

Programme Structure

The programme consists of four courses. These may be taken together for the completion of the Certificate or participants may be permitted to complete any course for the award of the Continuing Education Units (CEUs).

  • Introduction to Brand Management
  • Essentials of Brand Positioning and Identity
  • Effective Corporate, Creative & Luxury Branding
  • Digital Brand Management

When will the programme start?

Contact your nearest Open Campus Country Site on the start date for the programme.  

Entry Requirements

Applicants do not need prior knowledge or certification in the field but may have been working for a minimum of three years, reached the age of 18 years, undertaken training seminars/ workshops in Marketing, PR or a related field, proficiency in the English language, basic computer literacy and competency. Kindly contact an Open Campus Site location nearest to you for information on the application process. 

Assessment Structure

An eclectic mix of formal assessment by written examination, in class quizzes, projects, presentations, and practicums will be used to evaluate courses offered in this programme. Students will be assessed at various intervals over the duration of each course excluding the standard mid-semester and final examinations. The courses are all learner-centered and industry-focused; and are aimed at producing students who have practical skills and knowledge, as opposed to regurgitation of course texts and lecture notes. Hence, students will be provided with myriad opportunities to develop skills and mastery of the subject matter in each course. There will be ample opportunities for remediation prior to the end of the course period. Students are expected to obtain the required textbooks and possibly recommended texts; however photocopied handouts and online resources will also be made available. Courses will be interactive with practical opportunities to put theory into practice, by assessing and developing brands from a business and design perspective.

Course of Study
Core 
MKTG050
Digital Brand Management
MKTG040
Effective Corporate, Creative & Luxury Branding
MKTG030
Essentials of Brand Positioning and Identity
MKTG020
Introduction to Brand Management