MBA Experiential Learning Programme takes students to London for study tour

The College of Business Master of Business Administration (MBA) programme returned from an overseas study tour in London from 16th to 23rd March 2016. Led by Prof Kevin Chiang, Director of the MBA programme, a group of 30 students attended the Global Brand Management Workshop held in the Imperial College Business School.  The trip is part of the MBA Experiential Learning Programme to provide students with theoretical and practical learning experiences with a focus on the fundamentals of branding, brand innovation, and brand management in a global perspective.

Dr Omar Merlo, Director of the MSc Strategic Marketing Programme, Assistant Professor of Marketing of Imperial College and the Fellow in Marketing of Cambridge Judge Business School, gave an impressive lecture on Fundamentals of Branding: Building, Managing and Ensuring Brand Equity. Other academicians Prof Andreas Eisingerich, Professor of Marketing of Imperial College, and Dr Simon Nyeck, Academic Director of MBA International Luxury Brand Management at ESSEC Business School, discussed key issues on brand management with our students.

In addition to the lectures, the students were given a unique experiential learning session in the Impact Lab™ on Service Design and Brand Innovation at the Royal College of Art. They were guided to adopt innovative frameworks to transform their original ideas into real business propositions. The students also visited several international enterprises namely, BMW MINI Plant, SABMiller plc, Santander UK and iCrossing, to learn about brand development and marketing strategies.

Another highlight of this expedition is the numerous networking opportunities, allowing our students to connect with other fellow students from the Imperial College and learn from each other.

About MBA programme

CityU MBA has been undertaking a progressive path in the last few years. Beyond its nominal meaning, the slogan “we are SHARP” implicates their strategic commitment: we are committed to fostering a business education environment with world class Software, state-of-the-art Hardware, and well connected Alumni so as to boost global talents Recruitment and power them to achieve a career advancing Placement.

For more information about the MBA programme, please visit MBA website.