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Advanced Diploma in Brand Innovation Outline *
Remaining ahead of the competition in an environment that continually shifts, changes and is becoming increasingly complex is a great challenge for all brands. To be successful in this environment is going to take a new way of thinking.
The modules covered in our advanced diploma:
Programme Structure
This module aims to improve the quality of the student's thinking and ability to innovate and strategise in a brand building context. It focuses on new brand paradigm thinking and is based on the concept of strategic holistic thinking. During With this module the student is introduced to the definition and theories of strategy. The term strategic conceptual thinking is explored by introducing the student to the nature, forms and elements of logical thinking and argumentation.
This culminates in the core focus of the module which is strategic innovation. The innovation economy, which is bombarded with media clutter, audience fragmentation and message dilution is introduced. Emphasis is placed on the relevance of brand ideas that are distinct and resonate with a changing stakeholder. Furthermore, the module focuses on forward thinking, proactive and strategic innovative thinking and provides an overview of the theoretical and practical elements linked to these areas.
The latest trends in the brand communications industry are crucial context to understand in order to successfully operate within this environment. Students will gain insight into the shifts taking place as well as the components that contribute to Integrated Brand Communications (IBC) and the management thereof. This module introduces the student to the nature of the South African brand communications industry with an overview of the trends at play and an examination of its future. The module offers the student a deep and systematic understanding of current thinking, practice, theory and methodology.
Accessing and using information about markets intelligently is critical to any decision making and successful brand building initiative. The Research and Market Intelligence module introduces the student to the field of research and various research paradigms. This module has a strong focus on the creation of insight and intelligence gained from research results. It also offers the student an overview of the research process, research designs and sources of research information.
An overview of both the quantitative and qualitative research approaches and how these different paradigms can be used for research in different brand contexts as well as the interdependency and the complimentary elements of the two approaches will be highlighted.
Due to ubiquitous environments in which brands operate the focus can no longer be on a media-biased approach to planning. It has become paramount for brands to plan brand communications based on an in-depth understanding of consumer context and the brand message and the creative "campaign" concept based on an innovative approach to channel planning.
The focus of this module is therefore on the emergence of the consumer society and stakeholder-driven environment in which consumerism and consumption dominate, and stakeholders dictate. Within this context an overview of the trends within channel and context planning as well as alternative brand contacts and the opportunities available are covered.
| Total duration: | 18 months part-time (studied over 3 semesters) |
| Dates and schedule: | Classes twice/three times per week from 17h30 - 20h30. |
| Commencing July 2010 |
Please contact the Orbit Navigator in your region for further information
*This programme has been submitted and is subjectto the approval of the Department of Education, the Council on Higher Education and the South African Qualifications Authority
