Branding and Digital Marketing A

(De literatuur is Engelstalig, maar er wordt Nederlands gesproken)

Branding

Brands surround us in our everyday lives. People may judge others by their brand of car, their brand of clothes or the brand of drinks they consume. Brands can help give people identity and image. Because of this, marketing is often brand driven, with the objective of establishing a product (good or service) with a separate identity in consumers’ minds, making the product desirable, wanted and even needed. Messages are carefully crafted to build customer views and expectations of the products associated with the brand.
Constant advances in digital-based processes and systems, and changes in customer behaviour and their use of social media, present a challenge for businesses who work to maintain, develop or reinforce their brand identity. Businesses invest a huge amount of effort and resources to ensure that the customer recognises and responds to their brand identity in the right way.

Digital marketing

Digital Marketing is much broader than just webshops and e-commerce. Think of Search Engine Optimization, Search Engine Advertising, Social Media, Google Analytics and Google Adwords.
It is important to understand the role of digital marketing in identifying and satisfying customers. Therefore the focus is on the purpose of digital marketing in a business, the specific aims and objectives of this function and the benefits of, and concerns about, digital marketing. Using the different delivery methods and key performance indicators (KPIs) to evaluate the success of the digital message.

What makes this training so interesting?
- Classroom and/or Online education (Blended Learning) and exam training;
- Provides an exemption within the programme Medewerker Marketing / Online Marketeer MBO4;
- Good balance of theory and practice: apply immediately;
- Motivated fellow students;
- Lecturers from the field;
- Afternoon and evening lectures: employer and employee invest together;
- Start and end of lectures outside rush hour;
- College building very easily accessible by public transport;
- Trained at Kronenburgh? Then you make the difference!

In short, all the advantages of private education: a solid education.

Branding

A Investigate the role of branding in a selected business
A1 Principles of branding
A2 Brand as an asset
A3 Benefits and drawbacks of branding for a business
B Review how branding is used by a selected business
B1 Branding as part of business strategy
B2 Brand design
B3 Factors influencing branding activities
C Recommend changes to a brand for an existing product
C1 Challenges of managing brands
C2 Changing a brand

Digital marketing

A Examine the role of digital marketing within the broader marketing mix
A1 Digital marketing in the marketing function
A2 How the digital communication is delivered
A3 Devices for displaying digital communications
B Investigate the effectiveness of existing digital marketing campaigns
B1 Digital marketing objectives
B2 Digital strategies to meet target objectives
B3 Return on investment compensation models
B4 Benefits and concerns of online advertising
C Develop a digital marketing campaign for a selected product or brand
C1 Marketing planning process
C2 Integration in the wider marketing and promotional mix

There are no entry requirements, but the best prior education is Marketing Basics.

We provide training at MBO4+ / HAVO5 / HBO1 level.

You can obtain the Kronenburgh Business College certificate. This certificate gives an exemption within our programme Medewerker Marketing / Online Marketeer KBC4 and the programme Medewerker Marketing / Online Marketeer MBO4.

The training SEO / SEA Google Ads advanced

The programme Medewerker Marketing / Online Marketeer KBC4

The programme Medewerker Marketing / Online Marketeer MBO4.

Lecture times
13.30-20.50: 3 tutorials in the afternoon and 3 tutorials in the evening. A 10-minute break after each seminar. After the first 3 tutorials there is a big break and many students take a walk through the historic center of The Hague.

College days: on Thursdays.

Duration of training: 6 lecture days and exam.

Start: Thursday, November 2, 2023.

Classroom and/or online: Blended Learning
We provide the training in class in our building in The Hague. It is also possible to follow the lecture days online via Zoom.

Link to the lecture schedule: 2023-2024.

Time investment
Keep in mind that every half-day lecture requires at least one half-day preparation / homework; this is separate from the study time in preparation for the exam.

Participation in all lecture days is important. Practice shows that absence stands in the way of successful completion of a module and study delay is incurred and additional training costs are incurred.

Contact hours
6 lecture days of 6 lecture hours per lecture day + 3 hours for exams amounts to a total of 39 contact hours.

Tuition and Literature
Kronenburgh tuition fee € 930,00
Study store literature € 100,00
Total € 1.030,00

Literature
Invoicing goes through Studystore.

It is possible that the bibliography is adjusted and therefore prices change or that additional material costs are charged.

Laptop
You bring your own laptop with the OfficeSuite (Word, PowerPoint and Excel).

Nice bonus
- No registration costs;
- No VAT on tuition fees;
- No arrangement costs;
- No reproduction rights fees.

Does the government support?

You can apply for up to 1000 euros per year via the UWV: STAP budget. An annual total budget of 218 million euros is available for the scheme, divided over 6 application periods. On = gone, so be there on time!

An employer can set off the training costs of employees for tax purposes.