Corporate Brand Management MSc

Compulsory

• Marketing Communications

  Embark on a transformative journey in our Master's programme in Marketing Communications, delving into the intricate processes, cutting-edge theories, and ethical dimensions that shape the dynamic field. Uncover the pivotal role each element plays in crafting compelling narratives. Gain fluency in key terms and concepts while cultivating a profound understanding of the critical and theoretical facets that drive innovation in marketing communications. Elevate your expertise for a future-ready career.

• Understanding Business and Management Research
  Quantitative and qualitative methods in management research. Understanding research reports and utilising this information to improve quality of work and decision-making in complex management problems.
• Corporate Branding Theory and Issues

  This module focuses on corporate branding and the critical issues around its theoretical understanding. It examines how the theoretical aspects of corporate branding differs from product/service branding and we might view corporate identity, orientation and alignment. This module prepares the student for both their brand consulting project and dissertation.

• Applied Corporate Branding

  The central theme in MG5584 is to develop (1) a critical understanding of application of corporate brand management theories to business practices of firms (2) ability to evaluate the nature and complexity of corporate brand management practices, (3) critical appraisal of contemporary corporate brand management in comparison to traditional marketing practices and (4) demonstrate presentation and written communication skills in the form of presentation and power point slides.

• Strategic Corporate Marketing
  This module focuses on corporate marketing. It examines the philosophy and management of corporate marketing at strategic level and considers its historiography. The dimensions of the corporate marketing mix are examined in the strategic context of key, corporate-level constructs/theories relating to corporate branding, corporate identity; organisational identity, corporate communications; corporate image and reputation, stakeholder theory along with corporate social responsibility.
• Strategic Corporate Brand Management and Consulting
  This module focuses on strategic corporate brand management and consulting and deals with the applied aspects of the territory (the management of change in corporate branding contexts). It examines key normative models such as corporate brand alignment and the six conventions of corporate brand management among others and will examine the strategic nature of corporate brand management in the context of mergers, acquisitions, takeovers and franchise arrangements.
• Corporate Brand Heritage

  The module aims to provide a critical understanding of current research and state of the art knowledge apropos corporate heritage branding including academic theories, frameworks, and models within a business context. Students will be given opportunities to discuss current important issues in the corporate heritage field with a view to developing critical skills of evaluation and appraisal.

• Dissertation (Corporate Brand Management MSc)

  Researching and writing a 12,000 word dissertation is an integral part of the course. Your dissertation should focus upon empirical research into a corporate brand management problem or issue of your choice to be agreed with your tutor, who will support you in your research. The dissertation must be submitted by the end of the academic year.

Optional

• International Management

  This module examines the legal, cultural, economic, political, technological and ethical challenges in managing complex international operations across borders. It also explores managerial behaviours and organisational processes that are key when operating in a competitive global environment. 

• Global Diversity Management

  Training and development activities for diverse workforces with different socio-economic backgrounds, interests, beliefs, value systems.

• Entrepreneurship
  Studying the nature of entrepreneurship and its importance in society. Analysis and understanding of the psychological and behavioural characteristics of the entrepreneur. Overview of the major theories in the field (psychological theory and cognitive theory) as well as the main approaches to entrepreneurship.
• International Business Ethics and Corporate Governance

  This module focuses on business ethics, sustainability and corporate governance in internationally operating organisations. These areas are addressed from the perspective of the dual ‘business’ models of the shareholder and the stakeholder approaches. The broader societal impacts of business activities are discussed by using concepts from moral philosophy, CSR, sustainability and corporate governance. 

• Consumer Behaviour

  Develop a critical understanding of how external and internal factors (psychological, social, cultural and economic factors) inform and influence marketing decisions and consumer behaviour in personal buying situations.

• Strategic Digital Marketing

  Providing a critical understanding of achieving marketing objectives through the application of digital media, data and technology. Understanding and developing an insight into the various components of digital marketing channels and platforms that is designed to enable digital marketers to plan, manage and optimise all aspects of the key digital marketing strategies and tactics relevant to today’s marketing environment.