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online course

online course

Online courses Online courses

Branding throughout the Genius Loci theory

  • Start/End date

    -

  • Duration

    4 hours

  • Language

    English

Duration: 4 hours, 2 live lessons
Date and time: 
Autumn 2020​
Trainer: Alberto Campagnolo​

There is a poetry in branding. Since customers are first of all humans, with their specific sensorial and instinctive attitude, marketing discipline can only partially design an engagement that could be long lasting.
Nevertheless, branding can work efficiently in order to effectively translate the international creativity onto meaningful artefacts. Products, communication, retail spaces, advertising, could all express the local spirit and subterranean sense of belonging. There are simply some places they demand a story should be told about them: and this helps to generate connections more persistent and durable.

This course is part of our special catalogue of online training courses.
The catalogue includes live courses only, offered in synchronous mode, as we particularly value and prioritize the direct interaction and discussion between participants and trainers.
Courses are designed, delivered and managed according to the distinctive quality and service standards of CUOA’s offering: you will be effectively engaged with trainers and participants, as well as with a CUOA dedicated team who will support you in all phases of distance learning. To ensure the highest engagement, a limited number of seats is available, and early registration is recommended. Furthermore, a didactic space specifically reserved for your virtual classroom will be at your disposal on our learning platform. At the end of each lesson, teaching materials, operational tools presented by the trainer, exercises and reference bibliography will be shared to allow you effectively reach your learning objectives.
Finally, CUOA will support you in assessing your learning providing you with a final evaluation feedback. A CUOA participation certificate will be issued upon successful completion of the course.

  • Objectives

    The course aims to explain the branding potential of the Genius Loci theory, thanks to a detailed overview about the creation of a specific engagement strategy starting from an international marketing perspective.
    Connections between the brand DNA and specific art-efacts implemented on stores, as well as on products, services, communication, and so on, will decrypt the subtle chemistry that ignites a dialogue with other
    cultures and countries. An insightful depth on the spirit of the places and its remarkable potential within brand management.

  • Program

    FIRST SESSION - 2 hours
    Sensory marketing, hints about neuromarketing from branding.
    Genius Loci, its meaning, its poetry. Brand storytelling.
    International marketing and g-local creative implementations.

    SECOND SESSION - 2 hours
    “Made in” and the pride of the roots. Opportunities and threats.
    Listening before communicating. Brand management rejuvenation.
    How to decipher, to capture and to design the spirit of a place.

  • Participation fee

    - Individual not holder of V.A.T. Number: € 200,00 V.A.T. included
    - Company or Professional, holder of V.A.T. Number: € 200,00 + V.A.T. (22%)
    - CUOA Founding/Supporting Members; CUOA Master Alumni; Students of executive courses of over 60 hours: € 100,00 + V.A.T.(22%).
    - Former Student of CUOA-IBS International Winter/Summer Programs: € 100,00 V.A.T. included

    The course will be activated upon reaching a minimum number of enrolled students in order to guarantee the quality and relevance of learning dynamics.

  • Registration and payment methods

    Start the registration process by filling out the form below.
    You will be subsequently directed to a page with the registration form and all information needed to
    complete and confirm your enrollement.

    The registration will be valid only upon sending the registration form - duly completed and signed for acceptance of the general conditions and use of the service - to vendite@cuoa.it, no later than 3 (three) days prior to the course start date. A copy of the bank transfer will have to be attached to the registration form.

  • Contacts

    For more information, or to schedule a call, please write to int@cuoa.it

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