Brand Management MA | Coventry University

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Brand Management MA 2018/19 entry

Course code:


Study options:

1 year



Coventry University


September 2018



Get in touch

For questions regarding study and admissions please contact us:

+44 (0) 24 7765 2152


Reputations can be lost in an instant in today’s digital world. A Brand Management MA can teach you about consumers and their behaviour.

Forbes’ list of the world’s most valuable brands estimates the brand values of the top five – Apple, Google, Microsoft, Coca-Cola and Facebook – to be worth more than $50 billion and Apple’s three times as much. 

Brand management is a key reputational function in today’s world of business and organisations across all sectors are now investing to create and nurture their brand, which can achieve distinctiveness within challenging and competitive markets.

This programme provides a perspective on brands, brand equity and strategic brand management, with illustrative case studies, opportunity to work on ‘live’ projects, sessions from industry guest speakers and workshops as part of Google Digital Garage initiative. Successful completion provides exemption from the CIM Professional Certificate, as well as one of the three modules of the CIM Professional Diploma in Marketing qualification.   

Why Coventry University?

An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.

Global ready

An international outlook, with global opportunities


Career-ready graduates, with the skills to succeed

Student experience

All the support you need, in a top student city

Accreditation and Professional Recognition

This course is accredited and recognised by the following bodies:

Chartered Institute of Marketing

We are a Chartered Institute of Marketing (CIM) accredited Study Centre, which means that students who complete the MA Marketing at Coventry University are exempt from the CIM Certificate in Professional Marketing, as well as the first module of the CIM Diploma in Professional Marketing. As a mark of our quality and international perspective, Coventry Business School is an active member of the European Foundation for Management Development (EFMD) and Chartered Association of Business Schools (CABS), as well as being signatories to the United Nations Principles for Responsible Management Education (UN PRME) initiative.

Course information

This course aims to provide a foundation in traditional and emerging brand management in response to the changing marketing practices in 21st century.




In the first semester, we focus on the core principles of brand management from a global and critical perspective. We’ll start by examining the different types of brand, including service, retail, product and personal brands. Then, we’ll explore brand planning, the relationships between corporate and product brands, marketing plans, organisational objectives and the different brand strategies, such as brand extension, revitalisation, umbrella branding and new brand development. In addition, we will cover consumer behaviour and marketing communications, in particular how to communicate and build brands.

As your studies progress, learning becomes more practical and application based. You’ll have opportunities to analyse the tools required to investigate brand management problems and develop appropriate solutions, including brand equity analysis, image and reputation management. You’ll then have the opportunity to apply theories in case based scenarios, which touch on contemporary issues in branding and advertising, such as brand building through advertisement.

Marketing is a discipline that requires hands-on experience of conducting and managing activities. In the final semester, you can conduct your own piece of research by creating a study project or through an internship. Past students have explored concepts such as entrepreneurial brand development, competitive positioning and place branding.

This course includes the Global Professional Development module. Each of the participating postgraduate courses have an individually tailored version of the Chartered Management Institute (CMI) Global Professional Development module.


  • Semester 1

    • Consumer Behaviour
    • Marketing Consultancy Research
    • Contemporary Issues in Branding
    • Marketing Communications
  • Semester 2:

    • Applied Brand Management 
    • Global Brand Management 
    • Managing Corporate Reputation 
    • Brand Analytics
    • Global Professional Development - Consultancy
  • Semester 3

    • Advanced Study Project or Company Internship

In more detail...

  • Chance to participate in live project briefs, which has previously included a Google online marketing challenge.
  • Opportunities to participate in industry field trips, to advertising agencies and exhibitions, such as the Digital Marketing Show.
  • Focus on practical marketing skills development and emerging themes in marketing, such as E‐CRM, social media and online reputation and digital analytics.  
  • Staff stay abreast of marketing issues and trends, sharing their experience of relevant national and international conferences, such as those organised by the Academy of Marketing or the European Marketing Academy.
  • Practise advertising design, digital analytics and blogging in our digital communications lab – the DigiComm Lab – equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms.

Opportunity to hear from speakers from industry – previously we’ve heard about marketing challenges from Marketing Director from Jewson, Senior Strategy Manager from Tarmac and Head of Communications from University Hospital. 

Our main study themes are:

  • Brand management: Building a successful brand is both an art and a science. In today’s world, brands represent invaluable intangible assets and their creation and nurturing brings considerable challenges to brand managers. We’ll cover branding principles and strategic brand management decision making.

  • Consumer behaviour: We provide a detailed insight into the psychology of consumers (their motivations, thoughts, feelings, reasoning, information processing, decision making and behaviour) and how they interact with their socio-economic and cultural environment to achieve their goals in today’s society.

  • Managing corporate reputation: In a 24/7 media environment, the importance of reputation management has never been higher. We examine the role of corporate communications in building and sustaining the corporate brand and organisation reputation. We’ll also consider how brands operate and the myriad of stakeholders who influence and can impact on corporate reputation.

  • Brand analytics: We’ll look at the techniques used to evaluate brands, including data-driven evidence, such as social media insights, web analytics and sales trends, as well as opinion gathered from market research on areas like perceptions, propensity to buy and likelihood of recommendation. 

The teaching, learning and assessment strategies of this course have been designed in order to align the curriculum with CIM Professional Diploma in Marketing qualification, the professional requirements of which will be met on successful completion, providing exemption from two modules, which can be studied immediately after your degree or in the three to five years following. 

The course is structured to provide a mix of classroom and lab based activity. Some of the workshops, for example, in digital literacy, are delivered by Google.

You’ll research marketing literature and be expected to investigate, analyse and discuss from a critical perspective the latest current issues in brand management, such as anti-brand sentiments among large corporate brands.

The teaching team has, between them, many years of industry experience on both the client and agency side; they will draw on this experience for case material and contacts to bring the course to life. 

Our suite of marketing programmes benefits from regular guest lectures with marketing speakers from industry, which have included talks on strategy development in a challenging marketplace. Our strong partnerships with global brands have led to a range of field trips both nationally and internationally – in the past the Jaguar and Land Rover factory tour – which provide exposure to industry and develop your intercultural competencies. 

Teaching methods include:
lectures, associated seminars, practical workshop classes and personal tutorials.

Meet our staff

Dr Ronnie Das

I have taught a number of strategy and analytics modules, at UG, PG, and Executive level, including branding and digital marketing. During my spell at UK higher education I have worked as a lecturer and senior lecturer at various UK universities including Strathclyde, Sunderland, and Birmingham City.

Read full profile

The learning outcomes of modules, assessments and projects will be clearly stated. Your work will be marked according to how well you achieve these learning outcomes and your final feedback will refer to each outcome, as well as providing an overall percentage grade. You need to achieve above 40% to pass; anything above 70% is classified as ‘outstanding’. The course provides a variety of assessment methods, including closed‐book examination, individual and group reports and presentations, multiple‐choice questions including justification of answers, e‐Portfolios and analysing live data (analytics).

An estimated percentage breakdown of your final grade assessment is as follows: 

  • Formal examinations: 60%
  • Coursework: 40%

On the successful completion of 180 level Masters credits, awards may be made with a ‘Distinction’ or ‘Merit’, based on the achievement of an average mark of at least 70% or 60% respectively. Students may be awarded the Postgraduate Diploma (PgDip) if they achieve 120 credits and a Postgraduate Certificate (PgCert) if they achieve 60 credits. Students may only progress to the final stage of Masters programmes after meeting the requirements for award of a Postgraduate Diploma.

40% assessed by coursework

On successful completion, you should be able to:

  • Demonstrate a comprehensive knowledge and understanding of: customers and stakeholders and their role within organisations; how to identify and apply an appropriate depth of analysis from relevant sources of marketing information and research techniques; how to critically evaluate and apply the strategic management and operational management aspects of marketing; selected specialist sub‐disciplines within branding and management at an advanced level; brand strategies and implementation; the current contemporary issues in branding and brand management; and critically analyse consumer responses to branding activities.
  • Apply appropriate business concepts, models or techniques to analyse brand management problems.• Identify a brand management problem, choose and justify an appropriate research method and attempt to answer a question posed.
  • Apply creative and innovative techniques to solve branding related problems in business.• Source, analyse and apply appropriate brand management information to support decision making.• Present ideas and findings effectively to an audience.
  • Analyse and interpret marketing and branding data to inform business decisions.• Develop and implement a branding strategy in response to a marketing brief.

In a typical teaching week, you will have up to 12-15 ‘contact’ hours of teaching. This generally breaks down as:

  • Personal tutorial/small group teaching: Several smaller one to one tutorial/seminars will be organised over the semester per module.
  • Medium group teaching: 1-2 hours of seminars/practical sessions each week involving the Digicomm lab per module.
  • Large group teaching: 1-2 hours of lecture each week per module.

In addition, you will be expected to undertake a further 110 hours of self-directed studying per semester per module, working on course assignments and revising in your own time.

You will have the opportunity to gain international experience in a number of ways, not least through the multicultural environment fostered by staff and students from all over the world. Nearly two-thirds of the Department’s staff have joined from overseas countries, so our department is very international in outlook.

By its very nature marketing today is international and we aim to incorporate this across all modules. Within course content, we aim to provide an international outlook in all modules through the use of international case studies. For example, on the ‘Consumer Behaviour’ module, we look at cross cultural difference I advertisement and brand purchase behaviour. The ‘Global Marketing’ module gives a contemporary perspective of the international marketplace and the strategic issues involved in marketing across countries and cultures. While the major focus of the module is deliberately global, some coverage of European and other trade blocs (ie. emerging economies) will be afforded through case study sessions and assignment work.

Throughout the course there will be opportunities to visit companies to gain a real life experience of marketing, both at home and abroad. Previous cohorts of marketing students have visited Leuven in Belgium, Dubai and Malaysia to experience marketing practices in various organisations within an international context.  

Global ready

Did you know we help more students travel internationally than any other UK university according to data from the experts in higher education data and analysis, HESA?

In 2014/15, we were able to provide a total of 2,264 student experiences abroad that lasted at least five days, 73% of which were our own organised trips for undergraduates and 27% from postgraduate travel. Plus, we've been able to help more than 5,000 students spend time in other countries, from America to China, India and beyond.

Much of this travel is made possible through our Global Leaders Programme, which enables students to prepare for the challenges of the global employment market, as well as strengthening and developing their broader personal and professional skills.

Explore our international experiences

1st for

international experiences

Sending more students overseas than any other UK uni (HESA)


Student experiences

The number of student trips abroad for at least 5 days in 2014/15


and counting

The number of students we’ve helped travel internationally so far


global programmes

As well as trips, we offer other opportunities like language courses

Entry Requirements

Applicants should hold a good honours degree 2.2 or above in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Applicants should hold a good honours degree 2.2 or above in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Please visit our page on European entry requirements for more information about specific country information.

English as a Foreign Language: This course requires IELTS of 6.5 in all components. Pre-sessional English is available if required.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Applicants should hold a good honours degree 2.2 or above in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Select your region to find detailed information about entry requirements:

English as a Foreign Language: This course requires IELTS of 6.5 in all components. Pre-sessional English is available if required.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis and offer a wide range of scholarships to support students with their studies. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.



September 2018

£10,650 (per year)


If you're a truly outstanding undergraduate candidate we may be able to offer you a Coventry University Scholarship. Coventry University Scholarships are awarded to recognise truly exceptional sports achievement and academic excellence.



September 2018

£10,650 (per year)


For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!



September 2018

£15,050 (per year)


For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

Career prospects

Our course is accredited by the CIM, which means that straight after your degree you can go on to achieve the CIM Professional Diploma in Marketing.

With appropriate work experience, you would then be eligible for Member status from The Chartered Institute of Marketing and well on the way to Chartered Marketer status, the mark of an up-to-date, qualified and experienced marketing professional.

The MA Brand Management is suited to graduates seeking career development and opportunities in brand management and advertising, both in-house or in agency based roles.

You will have the support of dedicated Personal Employment Tutors, who are industry trained, and our well-established Employment Unit with an extensive network of employers with a wide range of internship possibilities. The employment unit also supports you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres. 

Coventry University is committed to preparing you for your future career and giving you a competitive edge in the graduate job market. The University's Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.

Where our graduates work

Previous graduates of our marketing courses have secured positions in marketing areas, such as brand management, creative advertising development, social media campaign management and website analysis, working with the leading organisations worldwide, such as Airbus, BMW, Millward Brown, Silverstone, McCann’s, Zurich and many others.


By accepting your offer of a place with us, a Student Contract (“the Contract”) will be formed between you and the University. The Contract will detail all of your rights and also the obligations you will be bound by during your time as a student and will also contain all of the obligations that the University owes to you.  We would encourage you to read the Student Contract before you accept any offer of a place at the University. A copy of the Contract can be found here.

The tuition fees stated on the course webpage, prospectus and your offer letter will apply for the duration of your course, subject only to changes to the law or government requirement. Please note that we set fees for individual courses, and fees from previous years are no indication of fees for future years.