About the Course
MSc Applied Corporate Brand Management is offered in a choice of two routes:
MSc in Applied Corporate Brand Management – a one year standard master's OR
MSc in Applied Corporate Brand Management (with Professional Practice) 16 months
The programme enjoys the input from a dedicated corporate advisory board made up of experts from the branding world, including senior brand executives of multi-national firms, brand consultants and design gurus.
The MSc in Applied Corporate Brand Management (with Professional Practice) incorporates a 16 week work placement component at a company or a consultancy. The unique feature of the work placement distinguishes the programme from other Master's in the country.
The programme covers issues of branding in blue chip companies, the service industry, banks, petroleum companies, lifestyle organisations, corporate brand heritage, nation and place branding.
The core contents of branding are examined at the corporate level rather than at the product level. In other words, teaching on the programme focuses on branding of the corporation rather than branding the product.
The focus on corporate branding considers the following components:
- Corporate identity
- Corporate image and reputation
- Corporate design
- Corporate culture
- Corporate behaviour
- Corporate brand structure and brand strategy
Students undertake a project in collaboration with branding firms as part of their consultancy-based dissertation option. Examples include projects that are concerned with measuring the corporate image and ascertaining brand success of a chosen corporation.
- In addition to offering an unrivalled opportunity to study and evaluate not only contemporary theory relating to corporate branding, the programme will also offer you the chance to examine current research relating to the management of an organisation’s corporate reputation, its corporate identity and its corporate communications.
- You will gain a thorough understanding of the issues related to marketing at a corporate level.
- You will gain a comprehensive appreciation of how to apply corporate branding and marketing theory and practice in the context of a contemporary organisation.
Besides formal teaching and the Professional Practise, students are exposed to the myriad of practical applications of the theories taught, such as:
- Guest speakers from the industry and brand consultancies.
- Visits to brand companies and consultancies.
- Career talks and presentations.
- Visits to the Design Museum and Branding Museum in London.
Marketing and Corporate Brand Management Research Group
Led by John Balmer, a world-renowned expert in corporate branding and identity has built on a well-established background in corporate branding, identity and marketing. MCBM is leading the way in developing international research into corporate heritage identity and branding (John Balmer and Weifeng Chen) – an underexplored concept that has potential to offer powerful symbolic and cultural value in a global, commercial context that is increasingly disengaged from the past. Recent publications on the above have appeared in European Journal of Marketing and Journal of Business Research.
Corporate Advisory Board
The programme enjoys the input from a dedicated corporate advisory board made up of experts from the branding world, including senior brand executives of multi-national firms, brand consultants and design gurus. From advising blue-chip companies on brand strategy, to implementing brand communications for employees and customers all over the world, their experience is invaluable to our MSc Applied Corporate Brand Management programme. They also share their expertise with students as visiting lecturers, act as a sounding board for our academic plans, and offer placements, projects, field trips and other practitioner-based components.
Teaching and Assessment
A particular feature of this course is the use of case studies to contextualise contemporary theory and practice and the importance attached to class presentations to demonstrate the ability to apply theory in practice.
The academic experts contributing to the programme are prominent world class researchers in the branding field, namely, Professor John Balmer from Brunel Business School, and Professor Stephen Greyser from Harvard Business School – who is also a Visiting Professor of Corporate Marketing on the programme.
Modes of Study
1-year full-time in September: The taught element of the course (September to April) includes seven modules; delivery will be by a combination of lectures, seminars and tutorials/group work. A further four months (May to September) is spent undertaking the dissertation.
- Modules are typically assessed by individual assessment and an examination in May.
- Teaching methods include lectures and informal small study groups.
- Coursework and examinations place considerable stress on the ability to think and reason critically, but constructively.
- The dissertation (12,000 words) is the capstone demonstration of these skills, requiring students to conceive, justify, design and execute a major project.
- Individual and/or group presentations using laptops, PCs and digital projectors.
The School’s Business Life Employability Programme is designed to help students to acquire a range of employability and networking skills, enabling them to gain a distinct edge in the labour market and to manage their career search and development more effectively.
Previous students of MSc Applied Corporate Brand Management have achieved graduate positions at, amongst others:
- British Airways
- London Borough of Harrow (Local Council)
- Amer Sports
- Street Market Ltd
- Radley Yeldar
- Brand Union
- McCann Ericson
- Grey Group
- The Daily Mail Group
Work placements are offered to suitable candidates with companies represented in the Applied Corporate Brand Management Advisory Board. Amongst others are:
- Heathrow Airport
- Telefónica Europe
- Radley Yeldar
- Jim Northover Limited
- Network Rail
- Right Management
- Tata Beverages
- Tetley Tea
Students placement take place over four months, from 1 September to 31 January the following year and previous placements involved roles such as project manager, marketing executive, brand researcher, internal communication officer and marketing officer amongst others.
Placement employers cover all student expenses and some provide a salary.
On completion of the placement students proceed to find full-time employment in branding and advertising roles in the UK or abroad.
The purpose of the placement is to provide students with hands-on experience working with a brand consultant or a brand-related department of an organisation in the UK. It is an integral part of the course and students will receive support from the academic staff and the Professional Development Centre while on placement.
Corporate Brand Management is growing in importance as a management discipline and we are confident that graduates of this programme will secure managerial positions either 'on the client side' – in organisations (from the public, private and not for profit sectors) or 'on the agency side' within leading branding consultancies.
This school offers programs in:
1-year full-time; 16-months for students undertaking a work placement
Cost & Fees
UK/EU students: £9,400 full-time
International students: £15,400 full-time
Placement: Additional £800
UK/EU students can opt to pay in six equal monthly instalments: the first instalment is payable on enrolment and the remaining five by Direct Debit or credit/debit card.
Overseas students can opt to pay in two instalments: 60% on enrolment, and 40% in January for students who commence their course in September (or the remaining 40% in March for selected courses that start in January).
Last updated September 13, 2016