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Intangible Dimensions of Marketing and Strategy

An introduction to the elements of a brand and building sustainable brand relationships with customers.

  • Duration

    2 weeks

  • Weekly study

    8 hours
Overview
Requirements

Explore brand elements and building sustainable relationships with customers

In this course, you’ll explore the elements that make a brand and look at how these can create long-term relationships with customers.

You’ll also consider how a brand’s message can be communicated to customers, while considering the impact of digital marketing.

What topics will you cover?

  • Building brand equity
  • The elements of a brand
  • Building a brand
  • Building brand relationships
  • Managing long-term sustainable customer relationships
  • Communicating the brand
  • Integrated marketing communications
  • Digital marketing

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Understand the structure of a brand
  • Apply appropriate CRM methods to foster and manage the brand relationship with the customer
  • Critically assess the changing role of services in this context

Who is the course for?

This course is designed for anyone interested in learning more about marketing strategy.

Please note that the individuals detailed in the ‘Who will you learn with?’ section below, are current staff members and may be subject to change.

Who developed the course?

Coventry University

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

  • Established

    1992

  • Location

    Coventry

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control

Want to know more about learning on FutureLearn? Using FutureLearn