Marketing Masterclass #3: Branding Communication

How to make an impact through communication and measure the results

How Marketing Masterclass #3: Branding Communication will help you?

This is the third module of Marketing Masterclass series. For a complete learning, we recommend participation to all 3 modules.

By the end of this course you will know which are the steps that you need to know and follow for creating a healthy communication plan, which is anchored into business and marketing objectives, into brand image, but also into external market and consumers context. You will learn how to measure communication results and how to allocate resources in the most efficient and effective possible way.

The Brand Essence courses participants shared their experience


Mihaela Muresan, Marketing Strategist & Brand Architect at Brand Essence.

Mihaela has 20 years experience in marketing, out of which 10 as Marketing Manager at IKEA. She worked in retail, electronics and media (LG Electronics, Radio Contact, Publimedia, Altex / Media Galaxy and IKEA). She launched new brands on the local market – Media Galaxy si IKEA, but also on other markets – IKEA in Croatia. After she left the corporation  in 2016 she started to provide strategic consultancy in marketing and branding for the companies that want to grow. She has worked in over 40 strategy projects, and she accumulated over 550 hours of training and over 170 in mentorship. During her career she coordinated over 400 communication campaigns.

Read more about her here, read blog articles and watch her in TV shows or conferences here.


Branding Communication

159 eur + TVA

  • Limited number of spots: 15 max
  • Location: TBA

Registration information

To register, please fill out the form below.

Payment of the course is made by bank transfer to the RO36RZBR0000060018947143 account opened at Raiffeisen Bank.

To complete the registration process, please send us the proof of payment to the address

Company information

S.C. Brand Essence S.R.L.

Adresa: Str. Drumul Padurea Neagra nr. 35-43, corp 13B30, et 1, ap 11, sector 1, Bucuresti
No. of Trade Register Office: J40/12720/27.09.2016
VAT no: RO36571040

9.00 10.00Participants introduction
10.00 11.30
Why do we need communication?

The elements of a communication brief:
  1. Context: market, trends, consumption behaviors

  2. Communication objectives: how to define them and link them to the business and marketing objectives; the risk of working without objectives

  3. Brand messages and tactical messages: how to define and work with them; the balance between long and short term

  4. Brand identity and its validation through communication; distinctiveness and memorability

  5. Targeted publics (or customer segments) and insights: how to define, analyse and use insights, avoiding traps;

  6. Communication channels and deliverables; resources allocation

11.30 11.50BREAK
13.00Practical exercise:
Communication brief deconstruction on specific ads (video, etc) – working in groups:

  • What was the message that brand wants to communicate?

  • What is the targeted public / specific customer segment?

  • What are the objectives?

13.00 14.00
14.00 14.30Communication efficiency and effectiveness
How to set the right performance indicators and how to measure them, according to set objectives
15.30Practical exercise
Analysing specific communication indicators in hypothetical situations
15.3015:50 BREAK
15:5016:30Communication plan and budget allocation
Practical exercise: realizing own communication calendar, for the brand / company you are working for
16:3017:00Conclusions and diplomas handover


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Branding Communication course in Bucharest - in English - 4th of April.

Full price= 159 euro + TVA/person **

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** The price will be calculated at 1 euro = 4.8 lei.