Brand Strategy and Customer Experience Course
1Summary
Winning market share rarely comes down to which company spends the most on advertising — it comes down to which one manages its brand touchpoints with a clear, coordinated strategy. From early-stage market research through to the final advertising rollout, every decision shapes how a product or service is perceived, and a single disconnected campaign can undo months of positioning work.
Arab British Fellowship Training Academy built this course around that reality, helping participants map out a full media campaign outline, choose the right advertising formats, and connect every touchpoint back to a coherent brand strategy before a single ad goes live.
Advertising remains an essential activity not just for industry, trade, and services, but for charitable and non-profit organisations too — without it, they lose the visibility that keeps public and financial support flowing.
2Objectives and target group
Who Should Attend?
- Professionals working across advertising, public relations, marketing, and media departments.
- Account executives and customer relations managers at advertising, media, and digital agencies.
- Planners and buyers working with television, radio, and major press outlets.
- Anyone moving into digital production, research, or publishing roles within media organisations.
What You Will Be Able to Do:
- Take on account executive, digital production, or customer relations roles across advertising and electronic agencies.
- Plan and negotiate media placements across television, radio, and print.
- Step into research, planning, and publishing positions in the kind of media organisations that have historically hired the Academy's graduates, from media buying houses to international agencies and journals.
3Course Content
Module 1: Reading the Market Before You Build a Campaign
- Psychological drivers behind consumer choices.
- Understanding the consumer's point of view.
- Mapping the market area and competitive space.
Module 2: Aligning Marketing, Communications and Business Goals
- Marketing and communications working together.
- Connecting campaign goals to wider business management.
Module 3: Planning and Running the Campaign
- Day-to-day media operations.
- Planning the campaign from brief to rollout.
- Managing agencies, operations, and the agency's strategic direction.
Module 4: The Brand-Consumer Relationship
- How consumers form relationships with brands.
- Building an advertising and communication strategy around that relationship.
Module 5: Digital Marketing and Measuring What Works
- Digital marketing tools and channels.
- Assessing campaign effectiveness.
- Extending campaigns into international marketing management.
Module 6: From the Classroom to the Client
- The transition every graduate faces moving into agency work.
- A consultative project applying course concepts to a real brief.
- A final thesis and work-based learning built around negotiation.