New Frontiers in Brand Communication and Consumer Engagement, Short Course

  • Application Deadline
  • 14 days
  • Tuition
    Tuition (Full programme)
    Tuition (Full programme)
  • English (take IELTS)
  • Overview
  • Programme outline
  • Key facts
  • Admission requirements
  • Fees and funding


A particular focus will be given on content marketing, storytelling, autofiction and social media to discover how innovative and unconventional brand communication initiatives can support brands in engaging and activating consumers as dialogical partners. The New Frontiers in Brand Communication and Consumer Engagement programme is offered by Università Cattolica del Sacro Cuore (UCSC).

Contents are designed to encourage students to reflect on current dramatic changes in the field of consumer-brand relationships from a humanistic perspective, and to enact these changes in their own communication projects.

Detailed Programme Facts

  • Full-time duration 14 days
  • Study intensity Full-time
  • Credits
    6 ECTS
  • Languages
    • English
  • Delivery mode
    On Campus

Programme Structure

Course contents
  • Lesson 1: Course presentation and introduction. What is a brand? - What is an emotion?
  • Lesson 2: Introduction to brand communication: product/brand and their roles, brand positioning, brand equity. Brand experience throughout suppliers. Case histories.
  • Lesson 3: Customer intelligence in a customer-driven marketplace. From Consumer to Prosumer:how stakeholders and shareholders co-create brand value. Focus on storytelling: what is story? - Why are we stories? - Why do we look for stories to live? - Why do we look for stories to buy? The art of immersion: how the digital generation is remaking the way we tell stories.
  • Lesson 4: The role of storytelling in marketing communication: what changed. On-line dialogue and brand communities. Company visit expected
  • Lesson 5: Exhibit design: how to create a narrative space as tool of brand engagement. Guest speaker expected.
  • Lesson 6: Midterm Exam
  • Lesson 7: A classical tool to create brand engagement and the social network perspective: a best practice in sponsorship of arts. Guests speaker expected
  • Lesson 8: The second screen: how social tv changed our media perception. Guests speaker expected
  • Lesson 9: A conversation agency: how to help brands to listen, understand and engage in conversations in social media. Company visit expected
  • Lesson 10: Final Exam
English Language Requirements

Good level of English. Non native English speakers must give evidence of their language proficiency of a minimum B2 level or equivalent (ex: TOEFL Ibt 79, IELTS 6, First Certificate of English, Cambridge ESOL or other certification).

Documents you will need to upload while filling in the online application:
  • a passport size picture
  • the scanned version of your passport or other ID documents
  • the transcript of records
  • certificates assessing the knowledge of the English Language
Programs requirements
  • Grade Point Average of a minimum 2.75, or equivalent in applicants own university grading system
  • Completion of a minimum of 2 semesters at undergraduate level

Tuition Fee Per Full Programme

  • EUR 1500 International
  • EUR 1500 EU/EEA
  • One session: € 1500
  • Two sessions: € 2850
  • Three sessions: € 4200
  • Four sessions: € 5500
  • Five sessions: € 6,500
  • Application fee: €75


StudyPortals Tip: Students can search online for independent or external scholarships that can help fund their studies. Check the scholarships to see whether you are eligible to apply. Many scholarships are either merit-based or needs-based.

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