Learning Objectives

Welcome to Module 3: Strategic Marketing – Branding! 

Branding is an integrated process to marketing and to put it into practice it is necessary to answer a set of strategic questions: how, what, where, when and to whom we are planning to communicate and disseminate a brand message. 

This module aims to introduce the learner to the principles and the basics of strategic brand management, in general, and, in specific, the branding role in cultural management.