Experiential Learning in London, UK
Global Brand Management Workshop   

CityU MBA students have a great opportunity to learn with pre-eminent lecturers and practitioners from prestigious universities, such as Imperial College London, and ESSEC Business School. The experiential trip provides social events and company visits alongside the Imperial academic programme on the topic of Global Brand Management which addresses the key branding decisions faced by organisations today.

Contents of the programme

  • Contemporary issues (e.g., big data analytics, social media, and digital technology) in brand management
  • Strengthening brand equity with marketing communications mix
  • Luxury product branding
  • Strategic pricing, distribution, and operational issues in global brand building

Programme Structure

  Brand building
  • How to build strong, enduring brands
  Brand management
  • How to keep brands strong over time and how to grow them
  • Managing luxury brands
  Brand measurement
  • Measuring, tracking and communicating brand equity

Teaching Approach and Speakers

The teaching approach is varied and interactive, involving a combination of the following:

  • Lectures with world class professors in brand management
  • Lectures with influential industry experts in brand management
  • Workshops and practical exercises