Branding Your Course: Purpose Made Visible Using Association Maps to Boost Engagement and Retention

This session introduces the Course Association Map, a pedagogical tool adapted from brand association mapping in marketing. Just as brands clarify identity to consumers, courses can be “branded” to help students internalize purpose and outcomes. Grounded in cognitive psychology and branding theory, the method provides structured visualization of course objectives, knowledge, skills, and abilities. Participants will learn to design and integrate maps into teaching practice, reinforcing connections through repetition and co‑creation with students. The workshop emphasizes clarity, engagement, and long‑term retention, equipping instructors with strategies to make course purpose visible, memorable, and transformative.