About ICS

The Institute of Communication Studies is a leading research organization in the field of journalism and media studies, public relations and corporate communications. Our mission is to contribute towards strengthening of Macedonian democracy by working with media, civil society and public institutions, educating a critical public that will ask for greater transparency and accountability through engagement in the policy creation process.


Brand and Creative Strategy

Second Semester

5 weeks

7 ECTS credits

Prof. Dr. Slavica Cicvaric Kostic

Course description

The course will help you understand the competitive challenges and opportunities of brand building and understand the framework for developing brand strategies in line with marketing and corporate strategy. It covers the processes of market research and analysis of data, defining identity and position, brand management, as well as planning creative strategies in brand communication.

What will you learn
  • You will know the process of creating and positioning a unique brand identity;
  • You will know the creative strategies in media communication;
  • You will be able to plan and run a brand campaign;
  • You’ll know how to manage a brand.
How will you learn

Study course by course, through individual learning and teamwork in real-life situations, under the mentorship of renowned professors from Macedonia and abroad. If your commitments do not allow you to attend regular classes, learn in the ICS virtual classroom at any time and from anywhere


Cicvarić, S. (2006). Brend-kreiranje, pozicioniranje, održavanje, Zadužbina Andrejević, Beograd

Kapferer, J. N. (2008). The New Strategic Brand Management – Creating and Sustaining Brand Equity Long Term, Kogan Page Limited, London and Philadelphia

Rowles, D. (2014). Digital Branding – A complete step-by-step guide to strategy, tactics and measurement, Kogan Page Limited

Vlastelica, T. (2007). Medijska kampanja – publicitet i oglašavanje, Zadužbina Andrejević, Beograd