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Building Brands and Influencing Behaviour

Programmes organised by the Graduate School of Social Science (including this programme) are cancelled for summer 2020 in light of the Covid-19 pandemic. If you’re interested in following this programme in the future, please email with the programme name in the subject line and we will keep you updated on all developments in the coming months. Want to keep updated on social media and online content for summer 2020? Follow us on Instagram and Facebook at the links below.

Programme at a glance

Academic dates: 14 June - 2 July 2020
Housing dates: 12 June - 3 July 2020
Academic fee: € 1600 read more about what’s included
Housing fee:

€ 625 for a private room with shared facilities and a € 75 refundable deposit. For more information, see Housing and practical matters.

Credits: 6 European Credits
Who is this programme for? For current university students (3rd and 4th year Bachelors and Masters) in the arts and social sciences with an interest in branding, marketing, and business. For working professionals and entrepreneurs with a desire to continue their education/update their skills in this field.
Academic director: Guido van Garderen
Early application deadline: 1 February 2020
Regular application deadline: 1 April 2020


Programme description

In this course, we examine what factors create a winning brand, analyze the strategies behind it, and observe how the resulting behavior of consumers makes an impact on the bottom line of the organization. This three-week summer programme will provide students with the skills to define the brand essence of an organization and bring it to life through design, copy and behaviour. You will understand how all of the aspects of the brand need to work as one, in order to create a unique and relevant experience.

Participants will be able to create the foundation of their own start-up, nonprofit, or corporate brand, and be better equipped for a role in marketing or brand management. Throughout the programme, we will move from behavioural analysis and branding strategies to case-studies, and actual applications. Past guest lecturers included (Global) Brand Managers at Philips and ING, the Global Learning and Culture Officer of Interbrand, former CEO of IAMsterdam.  The final project of this course will ensure that the methods learned in the classroom will be applied to a real client in Amsterdam, bringing theory and practice together.

Subjects include Behavioural Analysis, Design Strategy, City Branding, Competitive Positioning, Differentiation, Brand Architecture, Values, Culture, and Storytelling. Students can expect short excursions in Amsterdam, and two full-day visits to a company and a theme park to see specific brand concepts applied in real life. The course will end with final presentations to a nonprofit client, who will be the beneficiary of the brand strategy devised by students.     

Two full-day excursions are included in this programme. One will be to a company that uses its values as an inspiration for product development, its internal culture and even the design of the office. A second excursion will be to a Dutch amusement park, where we will analyze the brand experience and learn more about “imagineering”.

Get in touch with us at or call +31 (0)20 525 3776.

Building Brands and Influencing Behaviour
Mode Short-term
Credits 6 ECTS,
Language of instruction English
Conditions for admission Open
Starts in June