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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.

Intangible Dimensions of Marketing and Strategy
  • Duration2 weeks
  • Weekly study8 hours

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

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 gold in the UK Government’s 2017 Teaching Excellence Framework (TEF) and is University of the Year for Student Experience in The Times & The Sunday Times Good University Guide 2019.

  • Established1992
  • LocationCoventry