College of Business
AACSB International EQUIS - European Quality Improvement System

MBA students work on branding project with Tesco in UK


The Master of Business Administration (MBA) organised a Global Brand Management Workshop in London in April 2019 for over 40 students. Partnered with the Imperial College Business School, the 2-week experiential learning trip comprised lectures and a branding project for Tesco, the world’s third-largest retailer.

Students went through an array of learning activities including brand management and design thinking workshops at the Imperial College Business School and the Royal College of Art, as well as some visitations. The learning journey was support by a strong team of faculty and industry experts from branding and marketing areas including Dr Omar Merlo, Strategic Marketing Master Programme Director and Professor Andreas Eisingerich, Full-Time MBA Programme Director at the Imperial College.

During their visit to the headquarters of Tesco at Welwyn Garden City, participants grasped the opportunities to interact with the Tesco’s brand management team and learnt about the company, its brands and customer segmentation. Students were asked to analyse Tesco’s own-brands, namely Tesco Finest and Jack’s, and to propose strategic recommendations on how the brands may sustain and advance. The project team then presented to the branding team and gained insightful feedback.

Another highlight was the design thinking workshop at the Royal College of Art where participants were inspired the importance of customer-centric contents and how to transform original ideas to real prototype-based business propositions. The trip was spiced up by the performance simulator in the Royal College of Music, which allowed students to evaluate their stress level under risk and uncertain environment while presenting ideas in public.

Global Brand Management Workshop is specially designed for CityU MBA students to learn from pre-eminent lecturers from the Imperial College and practitioners from international enterprises on key branding decisions faced by organisations today. The trip allows participants to work on a real case project and enjoy company visits alongside the academic programme at the Imperial College.

To learn more about the MBA programme, please click website