Brand experience in retailing, 5 op

The course familiarizes students with the role of brand management and the power of creating superior brand experiences in today's competitive, global retail environment. The course introduces key concepts of retail brand experience including retail brand strategy, experience dimensions, customer journeys and brand touchpoints, brand communication, brand loyalty and brand co-creation. The course gives students insights on how to build attractive, omnichannel brand concepts and how to co-create retail brands that resonate with customers.