Module 7: Brand Objectives, Funnels and Metrics

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Module 7: Brand Objectives, Funnels and Metrics

After codifying the brand into systems and rules, the seventh module addresses the theme of measurement. Without clear objectives and meaningful metrics, a brand risks being assessed through superficial or misleading indicators.

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SUPSI Course Overview

Overview

  • Title

    Module 7: Brand Objectives, Funnels and Metrics

  • Credits

    0.0 ECTS

  • Start date

    June 18th, 2026

  • Finish date

    June 18th, 2026

  • Registration deadline

    June 14th, 2026

  • Language

    English

  • Fee

    CHF 220 *

  • Duration

    2 Tuition hours

  • Performance method

    Online learning

  • Attendance

    Evening

*Detailed information available under Additional Cost Details

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By the end of the module, participants will be able to:
•Define clear and measurable brand objectives
•Build funnels aligned with brand strategy
•Distinguish between meaningful metrics and cosmetic metrics
•Link brand objectives to operational decisions
•Critically evaluate brand performance

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• Brand Manager
• Marketing Manager
• Design Manager
• Creative Directors
• Entrepreneurs
• Branding and Marketing Consultants

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Professional experience in branding, marketing, design, or communication.
Ability to understand content in English.

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Live / video (1h30):
• Brand as a system
• Branded funnels
• Awareness vs real impact
• STEC model
• Goal setting
• Funnel construction
• Decision scenarios
• Common metric traps

Work Project:
• Brand Plan (objectives, funnel, KPIs)

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Course Text Info

The SAS Brand Design Advanced Specialist is an 8-module program designed for professionals working at the intersection of design, marketing, and management, who wish to acquire a clear methodology to understand, govern, and justify the role of the brand in business.

Modules can be taken individually. Completing all 8 modules, along with the submission of a final work project, grants access to the exam for the SUPSI certification, with the allocation of ECTS credits.

The final work project is not a theoretical exercise but the result of a progressive process: in each module, participants develop documents and make decisions that collectively form a single final project.
Each module includes 1.5 hours of live lessons, supporting documentation, and practical exercises, and provides a certificate of attendance.

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Module 7, Brand Objectives, Funnels and Metrics, connects brand strategy to measurable objectives by introducing brand-driven funnels and criteria to distinguish between visibility and real impact. The module helps participants avoid cosmetic metrics and build measurement systems that effectively support decision-making.

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• Theoretical online lectures with opportunities for questions and discussion.
• Documentation provided at the end of the module.
• Work project optional for certification purposes.

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SUPSI Course FC Dates

Module 7: Thursday, June 18, 2026.

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From 6:00 PM to 7:30 PM.

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SUPSI Course FC Locations

The online sessions will take place via Microsoft Teams.

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Dipartimento ambiente costruzioni e design

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CHF 220, including electronic teaching materials.

SUPSI Course FC Contacts

SUPSI Course FC Responsibles

Gianluigi Fragomeni
Enrico Rossi

SUPSI Course FC Teachers

• Gianluigi Fragomeni, Brand Strategy & Market Growth Leader
• Enrico Rossi, Senior Lecturer in Brand Management

Course Contact

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