MBA holds Global Brand Management Workshop in London

The Master of Business Administration (MBA) organised a Global Brand Management Workshop in London in July 2018. Led by Professor Kevin Chiang, MBA Director, 40 participants attended the 10-day experiential learning trip at the Imperial College Business School.

Designed by CityU MBA and Imperial Business School, the programme comprised lectures in branding, design thinking workshops, an action-learning branding project for Bentley Motors and a visit to Google Digital Academy London, etc.

As part of the MBA experiential learning component, participants were asked to get prepared and conduct researches on Bentley Motors for the branding project before going to London. They then went through a fruitful learning journey in which Dr Omar Merlo, Director of MSc Strategic Marketing at Imperial College, Prof Andreas Eisingerich, Full-Time MBA Programme Director at Imperial College, Royal College of Music and other experienced brand strategists with multi-national exposure shared their insights on brand experience in the digital world, and emerging technologies in brand management.

In addition to the custom-made lectures and workshops, the group also visited Bentley Motors’ headquarters and worked on a project to recommend Bentley Motor on strategies to attract Asian UHNW (Ultra High Net Worth) clients.   

Global Brand Management Workshop aims to equip students with latest skills in design and technology to deal with compelling branding issues. The trip allows participants to work on a real case project and provides company visits alongside the academic programme in London which helps develop students’ global perspective.

To learn more about the MBA programme, please click website.