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 Imperial College London and international enterprises for the Global Brand Management Workshop. The experiential trip allows students to work on a real case project and provides company visits alongside the Imperial academic programme, which addresses the key branding decisions faced by organisations today.  In March 2017, students had a great chance to reach out and worked with the Edwardian Hotels on their new branding project at the Leicester Square Hotel.

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
  • The ImpactLab™ experiential learning and performance simulator at Royal College of Art and Royal College of Music respectively