When faced with a complex and ambiguous work environment, how do you, as a potential leader, envision the future? How can you deliver on your vision in a way that conveys meaning and drives positive change within your organisation? In this course you will explore how leaders can create a compelling vision and communicate it, and how they create meaning and make work more meaningful. You will look at the role the brain and the body play in processing meaning, and how this can inspire your employees to follow you and your vision. This course will also teach you how to develop meaningful brand identity and the role it can play in clarifying and reinforcing your leadership vision within your organisation, for your partners and for your customers. You will discover that meaning crosses into almost every aspect of management. Finally, you will better understand how social and cultural factors can influence what you can achieve and your limitations when seeking to create meaning.
Week 5 Outline
Skills You'll Learn
Motivation, Communication, Leadership, Brand Management
Reviews
This course is an eye opener to real knowledge on how to motivate people.\n\nStory telling was never known to be of so much importance by me. This course is fascinating.
I enjoyed studying and have learnt many things about leadership and meaning making n looking forward to applying what I learnt in my business
This week, you will look at the process of choosing the brand name as the first step in communicating your brand personality and meaning. You will learn about visual logo and typeface design, building on your understanding about using symbols in meaning making, you will realise the importance of incorporating different symbols to convey your brand meaning. But as not all your consumers are visual communicators, some people are verbal, so it is also crucial to talk about slogans and taglines as your key verbal element. You will also learn about some shortcuts in meaning making, pairing your brand with external entities to get energy and meaning from them. Finally, you will also become aware of challenges of measuring meaning making efforts, and how major brand valuation firms incorporate metrics in their methodologies to capture meaning making efforts.
Taught By
Professor Rebecca Mitchell
Department of Management
Arabella MacPherson
Director, Resonate Communications
Associate Professor Edward Wray-Bliss
Department of Management
Dr Abas Mirzaei
Department of Marketing
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