Overview

In modern business, a powerful and well-managed brand is key to standing out in a crowded marketplace, with many of the world’s most successful companies also boasting successful brands. Upon successful completion, this contemporary course will help to put you on the radar of potential employers, looking for professionals with the skills to lead their brand marketing strategies. Step into this world by studying at Coventry University.

The growing interest in luxury branding is critically analysed in the course, including the theories underpinning the building of a luxury brand. The course also combines current thinking and developments surrounding global brand management, with illustrative examples for you to draw from and a strong focus on branding in an international context.

Course information

Building a successful brand is both an art and a science. In today’s world, brands represent valuable intangible assets, and their creation and nurturing brings considerable challenges to brand managers. By studying MA Brand Management, you will be given the opportunity to gain an understanding of a variety of topics all related to this vital business activity, including the growing area of luxury branding in fashion, jewellery, watches, automobiles and hospitality.

You will explore many transferable skills, important for the workplace, such as how to plan and produce a marketing communications campaign for an organisation, how to produce a brand manual and a crisis management manual. You will also have the opportunity to take part in a simulated public relations exercise, exploring how to leverage the media to increase the strength of a brand.

The course aims to develop your understanding of the role that analytics has in the evaluation of the importance and relevance of the brand to the organisation and of brand valuation. It is design to present you with theoretical and practitioner-driven methods of brand valuation in order to appreciate the strengths and limitations of the different approaches available to consider tangible and intangible assets.

The course also aims to allow you to make brand-related decisions and recommendations through the appraisal of brand position within the marketplace. Your business acumen will be tested by, for example, the study of international brand management and the requirement to complete a marketing simulation game, thus enabling you the opportunity to construct and implement a strategic marketing plan.

The course will encourage the early researcher and the student wishing to progress to PhD study. You will have the opportunity to critically examine and develop a contemporary understanding of brand-related research, and all modules are designed to draw on the latest developments in disciplinary knowledge; the Project module can allow you the chance to develop your research skills and your own area of expertise to a high level.

This course can be offered on a part-time basis, with study over two years. Whilst we would like to give you all the information about our part-time offering here, it is tailored for each course each year depending on the number of part-time applicants. Therefore, the part-time teaching arrangements vary. You can make an enquiry about part-time study using our online forms, for UK and for EU/International students.