College of Business
AACSB International EQUIS - European Quality Improvement System

Embracing business innovation


The College of Business Master of Business Administration (MBA) programme went to London for a 10-day residential workshop in March 2017. Led by Prof Kevin Chiang, Director of the MBA programme, a group of 40 attended the workshop held in the Imperial College Business School. The workshop is part of the MBA Experiential Learning Programme, providing students with theoretical and practical learning experiences with a focus on brand management from a global perspective.

Dr Omar Merlo, Professor of Marketing at the Imperial College and Fellow at the Cambridge University Judge Business School, gave lectures on the fundamentals of branding and digital marketing. Prof Andreas Eisingerich, Professor of Marketing and MBA Programme Director, discussed on brands leveraging, and followed by Mr Konstantin Theile, Founding Marketing Director of the Swatch Group, shared on his past experience in building a strong global brand.

The participants were asked to formulate business strategies to attract customers from China and Hong Kong for a new hotel project in the Leicester Square London. After visiting the construction site of the new hotel, learning the company background, operations, and marketing strategies of the Edwardian Group, the student teams conducted market research and consumer analysis, and presented their proposals at the end of the programme.

The group also visited the Impact Lab™ at the Royal College of Art and the Royal College of Music in their expedition.

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.