HRD Corp Claimable Course
Two ways to take this course
In-house for Your Team
Tailored to your cases, at your premises or ours. It is an HRD Corp Claimable Course (SBL-KHAS).
Get a QuoteAlso available as private 1-to-1 coaching. Ask about coaching
Also available live online on MS Teams or Zoom.
What you will be able to do
- Set the corporate identity with the brand essence, vision, personality and archetype
- Create brand drivers that resonate with buyers
- Build a brand book for brand consistency
- Keep one consistent brand at each communication touchpoint
Who should attend
Brand managers, and marketing, product and corporate communications teams. Participants are guided by the trainer and coached in a workshop setting.
Pre-requisites: SPM, diploma or degree holder
Class in action
Programme by day and module
Day 1
9.00am to 12.30pm
Module 1 · Mapping Business Objectives Into the Brand for Results
Participants learn about business strategy and objectives and how the brand helps deliver them. They learn about target audiences and market segments, and how the 4As marketing mix shapes the brand strategy.
- Business objectives, the 4As and the brand strategy Lecture
- The brand strategy and positioning statements Workshop
- Creating a brand strategy to deliver business objectives Group Activity
12.30pm to 1.30pm · Lunch break
1.30pm to 5.00pm
Module 2 · Creating Marketing Communications With Brand Drivers
Participants learn how to create brand drivers and positioning statements, using buying motives and WIIFM matching. They learn how to apply the 4As marketing mix to brand elements and marketing communications (marcom).
- Buying motives, the 4As and the WIIFM Lecture
- Creating brand drivers that resonate with the WIIFM Workshop
- Creating marcom to activate target audiences Group Activity
Day 2
9.00am to 12.30pm
Module 3 · Creating a Brand Book for Marcom Consistency in Brand Identity
Participants propose brand drivers to meet business objectives. These drivers become the brand elements in the brand book, part of the product and corporate identity that keeps the marketing communications plan consistent.
- Creating brand elements and the brand tone Lecture
- Creating the brand book and consistent story elements Workshop
- Proposing brand book elements for brand recall Group Activity
12.30pm to 1.30pm · Lunch break
1.30pm to 5.00pm
Module 4 · Marcom Touchpoints and Media Channels for Brand Placements
Participants learn to see communication touchpoints as brand activation opportunities on the customer journey, and how touchpoints can trigger audiences to take desired actions and accept the brand.
- Touchpoints and triggering audiences Lecture
- Creating touchpoints for brand placements Workshop
- Proposing brand placements for audience activation Group Activity
How the course runs
Before
Training Needs Survey
During
Training: practice on your own work
After
- Learning Assessment
- Post-Training Implementation Plan
- Course Evaluation (TEE)
- Certificate
What Is Included
- Course handbook for every participant
- Workshop activities, guided and coached by the trainer
- An assessment test at the end of each module
- Your contribution and reflection in the group activities are evaluated
- HRD Corp Training Effectiveness Evaluation (TEE) feedback after the course
Certificate
- Certificate of Attendance: for every participant who attends at least 75% of the course and scores below 50% in the assessment.
- Certificate of Achievement: for participants who attend at least 75% of the course and score 50% to 79% in the assessment.
- Certificate of Competency: for participants who attend at least 75% of the course and pass 80% of the assessment.
Trainers
What participants say
This is new knowledge to me which helpful to me to apply in my work as MarComm as before this I did not know Branding and MarComm is inter-related.
It is small and easy to focus on the topic and the company's branding. The trainer is positive and encouraging.
Fees and HRD Corp funding
- Public class: RM 3,500 per person
- In-house and group fees: quoted for your team size and dates.
Employers registered with HRD Corp can claim this course against their levy. How claiming works
Frequently asked questions
Who should attend Brand Management?
Brand managers, and marketing, product and corporate communications teams. Participants should hold SPM, a diploma or a degree.
How long is the course?
2 days (14 hours), 9.00am to 5.00pm each day, with a lunch break from 12.30pm to 1.30pm.
Is this course an HRD Corp Claimable Course (SBL-KHAS)?
Yes. It is an HRD Corp Claimable Course (SBL-KHAS). Employers registered with HRD Corp can claim it against their levy.
Can we run it in-house or online?
Yes. You can run it in-house at your premises or ours, join a public class in Petaling Jaya, take it as private 1-to-1 coaching, or attend live online on MS Teams or Zoom.
How much does the public class cost?
RM 3,500 per person. In-house fees are quoted for your team size and dates.
What certificate do participants receive?
Every participant who attends at least 75% of the course gets a certificate. The assessment score sets the certificate: Certificate of Attendance (below 50%), Certificate of Achievement (50% to 79%) or Certificate of Competency (pass 80% of the assessment).
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Get a Quote
Tell us your team size, preferred month and location, and we will send a quotation.