Course to learn how to communicate the value proposition of schools

Course to learn how to communicate the value proposition of schools

The 12-hour course, which will take place on December 14 and 15, 2023, is aimed at communication managers and members of school management teams.

---

On December 14 and 15, 2023, the Faculty of Humanities and Education Sciences of Mondragon University will offer an intensive course aimed at professionals in educational centers: How to communicate the value proposition of an educational institution. The 12-hour course is aimed at school communication managers and members of the management team. Among other topics, the course will address the basic keys for working on and positioning the school’s brand.

The course will be taught in person and class meetings will be held on the Aretxabaleta campus over the course of a day and a half. On Thursday, December 14, there will be classes all day, from 9:00 a.m. to 5:00 p.m., and on Friday, December 15, classes will be held only in the morning, from 9:00 a.m. to 1:00 p.m. Registration will be open until November 15, 2023.

The course is organized in a practical way: short talks, debates, presentations, practical exercises both in groups and individually... Thus, with the help of professors from Mondragon University and professionals from the AZK agency, course participants will address the following topics, among others:

• What does it mean to communicate the value proposition of an educational institution?
• Brand territory: what sets us apart? Examples from the Basque Country.
• Defining the brand territory of our school.
• Values and missions of the school.
• Positioning.
• Value proposition.
• From words to deeds: learning from others.
• Brand activation: how to link actions with brand strategy.
• Brand content.
• The case of Mondragon University.

This course was organized jointly by the Communication program located on the

Aretxabaleta campus and the AZK communication agency.