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.
*The programme in Europe is subject to review and change.
More details on previous trips:
- 2018 - Craft and Curate Global Brand - Bentley Motors
- 2017 - A Quest to Conquer Global Brand Equity Building - Edwardian Hotels Group
- 2016 - Intersection of Innovation, Design and Technology - MINI, SABMiller, Santander UK, iCrossing
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
1. Brand building
- How to build strong, enduring brands
2. Brand management
- How to keep brands strong over time and how to grow them
- Managing luxury brands
3. 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.
