Experiential Learning in London, UK
Global Brand Management Workshop   

CityU MBA organised the Global Brand Management Workshop each year providing students with the latest skills in design and technology to deal with compelling branding issues. Partnered with Imperial College of London, this experiential trip allows participants to work on a real case project and provides company visits alongside the academic programme, which addresses the key branding decisions faced by organisations today.  The projects with Bentley Motors and Edwardian Hotels in the past two years offered students the opportunities to work with its branding teams, which help widen their horizons and global perspective.

More details on previous trips:

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 experiential learning in Design Thinking and performance simulator delivered by Royal College of Art and/or Royal College of Music respectively