Brand Management Master Module
Start date
4 februari 2027
Duration
6 weeks
Language
Dutch
Costs
€ 4500
Degree
Master of Science (MSc)
Accreditations
- AACSB
- NVAO
Rankings
TIAS is listed in the Financial Times Executive Education Rankings and, according to the Keuzegids Masters 2025, is one of the best-rated educational institutions in the Netherlands.
Fulltime / Parttime
Parttime
Schedule
Online start moment, 3 physical training days, self-study and case study focused on your own practice
Introduction
Strong brands no longer simply create recognition; they guide the choices, behavior, and expectations of customers, employees, and stakeholders. In a digital and social context where everything moves faster, static positioning no longer works. Brands increasingly function as ecosystems where meaning is continuously created through the interaction between organizations, customers, communities, and society.
In the Brand Management Master Module, you will look beyond logos, campaigns, and tone of voice. You'll explore how brand, customer experience, and organizational culture influence each other - from brand promise to concrete experiences in journeys, touchpoints, and collaboration within teams. You will learn to analyze brands as dynamic systems and discover how to use brand strategy as a compass for customer focus, innovation, and sustainable growth.
You will work with current cases, conceptual frameworks, and reflection on your own organization. This way, you will connect brand experience with customer experience and employee experience, and develop brand management into a strategic capability rather than a separate marketing activity. After this module, you will have a clearer understanding of the role of brand in your organization and concrete starting points to better align brand promise, experience, and culture.
Participant profile
For professionals who want to build and manage brands as a strategic driver of customer experience, reputation, and growth, beyond logos, campaigns, or individual actions.
You have noticed that brand stories are often powerful in presentations and campaigns, but the brand promise is not always delivered in practice. Customer journeys and brand experience are fragmented across channels and teams; internally, brand is seen as "a marketing thing" instead of an organization-wide compass for choices, behavior, and collaboration.
You want more than a refreshed positioning: a solid framework for developing brand management as a strategic capability. You are looking for the language and tools to discuss brand, experience, and culture with management, HR, marketing, CX teams, and agencies, and to translate those conversations into concrete choices in propositions, journeys, touchpoints, and organizational development.
Curious if this is your next step?
Discover the admission requirements for this master module.
Average demographics
38 years | 60% men & 40% womenAverage work experience
Most participants have 8–15 years of experience in marketing, digital projects, customer and commercial strategy or consulting.
Why this program
What makes this master module unique?
- Impact in 6 weeks: The mix of an online kick-off, three on-campus days, focused self-study, and working on your own case study will provide insights you can immediately apply in your work environment.
- Academic & recognized: 4 ECTS as a microcredential with a digital badge; part of an accredited master's degree and stackable if you wish to continue your studies.
- Top lecturers from both academia and practice: TIAS professors and experienced experts from the field combine analytical depth with realistic cases, so that theory and practice reinforce each other.
- Blended & small-scale: intensive guidance and peer dialogue in a small group; what you explore online, you bring to life on-campus with cases and simulations.
- Rich learning experience with peers: you will learn in a small group of like-minded professionals, share experiences, and enrich your case study with concrete practical insights.
What will the program bring you?
From brand to ecosystem: understanding and managing brands as dynamic systems in which meaning is created through interaction with customers, communities, and stakeholders.
Brand × experience: connecting brand experience and customer experience in journeys, digital touchpoints, and organizational culture.
Brand × organization: embedding brand management in leadership, culture, and employee experience for a credible brand promise.
Brand strategy as a compass: using brand as a strategic capability for relevance, loyalty, innovation, and concrete choices in your organization.
About this program
Brands as a Compass for Meaning, Experience, and Growth
In the Brand Management Master Module, you will delve into brands as a strategic driving force behind customer relationships, reputation, and innovation. You will explore brands not as logos or campaigns, but as ecosystems in which customers, communities, employees, and partners create meaning together. You will examine how brand, customer experience, and organizational culture reinforce, or even challenge, each other.
You will explicitly approach brand management as an organization-wide capability. You will work with frameworks to connect brand promise with propositions, journeys, touchpoints, and employee experience. This way, you will learn to think beyond traditional positioning and use brand strategy to make choices about what you do and don't stand for, what experiences you want to create, and the behaviors this requires from teams and leadership.
You will continuously apply these insights to your own context. You will analyze how your brand is perceived today, where meaning emerges in customer journeys, and where tensions exist between external promise and internal reality. Based on this, you will develop language, frameworks, and concrete interventions to structurally better align brand, culture, and customer focus.
Your learning journey in brief
In 6 weeks, you will complete a compact learning journey – from online start to final assignment. The precise mix of teaching methods varies per master's module, but you can generally expect the following:
Online kick-off – You will meet your lecturers and fellow participants and receive an explanation of the program structure and the final assignment.
Three consecutive on-campus days – During three intensive days on campus, you will deepen your theory, work on cases and assignments, and share experiences with other professionals in varied, engaging sessions.
In-depth development between meetings – Between contact sessions, you will continue working independently with literature and assignments and apply your insights to your own case.
Practical assessment – You will conclude the master module with a graded assignment that directly aligns with your work environment and learning objectives.
Microcredential & Stackability
Upon completion, you will receive a TIAS certificate with a digital badge (microcredential, 4 ECTS). The earned ECTS are stackable within the NVAO-accredited Executive Master of Marketing and Customer Management (MMCM).
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