Brand Management MA 2019/20 entry

Course code:

FBLT064

Study options:

1 year full-time
2 years part-time

Location:

Coventry University

Starting:

September 2019

 

Fees:
Faculty:

Get in touch

For questions regarding study and admissions please contact us:

+44 (0) 24 7765 4321
ukpostgraduate@coventry.ac.uk

Overview

A robust brand helps drive demand and pricing power. A Brand Management MA can teach you how to harness the power of brands through understanding branding principles, strategic decision making and consumer behaviour.

Forbes’ 2018 list of the world’s most valuable brands estimates the brand values of the top five – Apple, Google, Microsoft, Facebook and Amazon – to be worth more than $500 billion, with Apple’s alone being worth $182.8 billion.

Brand management is key to success in today’s world of business, with organisations across all sectors now investing to create and nurture their brand, which can achieve help them to stand out within challenging and competitive markets across the world.

This course provides students with the opportunity to become critical and reflective brand management specialists, who are capable of excelling across international boundaries and cultures. If you are creative, analytical, innovative, and have a curious mind, this course can help set you on the way to becoming a brand management expert.

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

Employability

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 (CIM)

We are a Chartered Institute of Marketing (CIM) accredited Study Centre, with the modules of our courses mapped to CIM professional qualifications. This means that students who complete the Brand Management MA at Coventry University are exempt from certain modules of CIM qualifications. Additional fees apply.

Chartered Management Institute (CMI)

The course incorporates a Chartered Management Institute (CMI) accredited module, 7002CRB ‘Global Professional Development – Consultancy’. Students who successfully complete the module and meet the CMI evidence requirements will gain a Level 7 Certificate in Strategic Leadership and Management, and a Level 7 Award in Professional Consulting. This will enable students to apply for Chartered Manager status via the qualified route, once the other entry criteria have been met.

What our alumni say

I absolutely loved studying Brand Management at Coventry University. The course covered such a wide range of topics, from planning a communications campaign to managing corporate reputation. I graduated feeling like an expert in all things brand, ready to start my career in marketing.

Victoria Beaven, MA Brand Management, graduated 2017, now Account Manager at BH&P

Course information

This course aims to provide a foundation in traditional and emerging brand management in response to the changing marketing practices of the modern business environment.

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.

This course aims to help students to develop the expertise required to manage these challenges across a range of sectors, by developing strategic thinking, effective communication and research skills, and an understanding of brands in a global context.

Course Specification
Download PDF

Modules

Overview

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

Modules

  • Marketing Strategy, Planning and Control

  • Consumer Behaviour

  • Marketing Communications

  • Brand Analytics

  • Contemporary Brand Research

  • Luxury Branding

  • International Brand Management

  • Crisis Management and Public Relations

  • Global Professional Development - Consultancy

  • Postgraduate Dissertation/Consultancy Project*

    *Internships as part of this module are subject to availability and a competitive application and selection process,  and fees may apply.

We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.

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.
  • Focus on practical marketing skills development and emerging themes in marketing.  
  • 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. 

  • International brand management: This course includes the study of international brand management, a comprehensive and up-to-date perspective on brands, brand equity and strategic brand management, and the skills to managing a brand over different geographical areas.
  • Luxury branding: The growing area of luxury branding is covered within the course, including the theories underpinning the building of a luxury brand.
  • Brand analytics: The course aims to develop an understanding of the role that analytics has in analysing the importance and relevance of the brand to the organisation, and it’s importance in calculating a brands value. It presents students with theoretical and practitioner-driven methods of brand valuation in order to appreciate the strengths and limitations of the different approaches available.
  • 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 brand reputation: In a 24/7 media environment, the importance of reputation management has never been higher. We examine the role of crisis management and public relations in the building and fostering of a successful brand.

This course has been designed make use of Coventry Universities variety of professional learning spaces, alongside other real and virtual learning environments. Teaching is designed to inspire and engage students through a range of techniques which encourage lively, interactive learning, and by drawing on relevant research and professional practice.

Methods will include lectures, seminars, industry visits and field trips, individual and group mini-project activities, videos, guest lectures, peer-assessment and presentations and case study based learning. These teaching methods allow students the opportunity to critically link theory and practice by utilising and applying theory, frameworks and concepts into complex, simulated and realistic situations. The variety of methods will also encourage students to contextualise and reflect on their learning, putting it in perspective with their own experience.

Guest lectures – A range of guest lectures are used each year utilising and strengthening our links with the university’s research centres, industry and our internship partners. These guest lectures provide insights into current research and up to date industry knowledge which can help to supplement and enhance the other teaching methods on offer.

Industry visits - An optional field trip is included each year on this course. For example past students have visited Liverpool Football Club and Cadbury World, to gain insights from both companies marketing departments into the multiple ways they promote their products and services. Industry trips are subject to availability, and fees may apply.

International - An optional international trip is included, with past students visiting a multinational company in Greece, as well as taking part in a negotiating seminar at the renowned Athens University. The benefit of international visits are that students can place their skills into a global context, and understand how brand management and the role of marketing can differ across the globe. Field tips are subject to availability, and fees may apply.

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

This course will be assessed using a variety of methods which will could vary depending upon the module. 

Most of our the assessment methods have been revised so that they are innovative and authentic, with a focus on them being based in the skills needed in students future careers. Assessments include producing a brand manual, pitching a marketing communications campaign, producing an individual developmental conference paper, producing a video presentation, overseeing a crisis management manual and simulation, and building a marketing plan based on a simulation game and an e-portfolio.

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards the achieving the intended learning outcomes. Assessments may include exams, individual assignments or group work elements.

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 and 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.

Students on the course complete 10 modules, which includes 8 x 15-credit modules and 1 x 10-credit module, and a Postgraduate Dissertation/Consultancy Project which is worth 50 credits. The Postgraduate Dissertation/Consultancy Project will be supported by research methods workshops delivered throughout Semester 2 as well as Coventry Business Schools Business Futures employability team, who can offer support for the consultancy project. Students will take a maximum of 60 credits per semester.

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.

The course also offers the opportunity for international experiences, with previous cohorts of students on similar courses having visited Leuven in Belgium, and Athens University in Greece. Overseas field trips are subject to availability, and fees may apply.

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 2016/17, we were able to provide a total of 3,482 student experiences abroad that lasted at least five days.

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 2016/17)


3,482

Student experiences

The number of student trips abroad for at least 5 days in 2016/17


21,000

and counting

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

12

global programmes

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


What our alumni say

I absolutely loved studying Brand Management at Coventry University. The course covered such a wide range of topics, from planning a communications campaign to managing corporate reputation. I graduated feeling like an expert in all things brand, ready to start my career in marketing.

Victoria Beaven, MA Brand Management, graduated 2017, now Account Manager at BH&P

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 overall, with no component lower than 5.5. 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 overall, with no component lower than 5.5. 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

What our alumni say

I absolutely loved studying Brand Management at Coventry University. The course covered such a wide range of topics, from planning a communications campaign to managing corporate reputation. I graduated feeling like an expert in all things brand, ready to start my career in marketing.

Victoria Beaven, MA Brand Management, graduated 2017, now Account Manager at BH&P

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.

Starts

Fee


September 2019

£11,450 (per year)


UK Scholarships

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.

Starts

Fee


September 2019

£11,450 (per year)


EU Scholarships

We're investing 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!

Starts

Fee


September 2019

£15,800 (per year)


International Scholarships

We're investing 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!

EU student fees

EU nationals and their family members starting in the 2019/20 academic year remain eligible for the same fees as home students and the same financial support. Financial support comes from Student Finance England, and covers undergraduate and postgraduate study for the duration of their course, providing they meet the residency requirement.

For tuition fee loans

EU nationals must have resided in the European Economic Area (EEA) or Switzerland for the three years prior to the start of their course. The purpose of that three year residency should not have been mainly for the purpose of receiving full time education.

For maintenance loans

EU nationals must have resided in the UK and Islands for the five years prior to the start of their course. The purpose of that five year residency should not have been mainly for the purpose of receiving full time education.

What our alumni say

I absolutely loved studying Brand Management at Coventry University. The course covered such a wide range of topics, from planning a communications campaign to managing corporate reputation. I graduated feeling like an expert in all things brand, ready to start my career in marketing.

Victoria Beaven, MA Brand Management, graduated 2017, now Account Manager at BH&P

Career prospects

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. 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.

Through Coventry Business Schools Business Futures team, you will have the support of dedicated Personal Employment Tutors, who are industry trained, and be able to tap into their 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. Alongside Business Futures, 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.

What our alumni say

I absolutely loved studying Brand Management at Coventry University. The course covered such a wide range of topics, from planning a communications campaign to managing corporate reputation. I graduated feeling like an expert in all things brand, ready to start my career in marketing.

Victoria Beaven, MA Brand Management, graduated 2017, now Account Manager at BH&P
Disclaimer

By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the University. A copy of the 19/20 Contract can be found here. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the University will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the University.

The tuition fee for the course that is stated on the webpage and in the prospectus will apply. If the duration of the course is longer than one academic year, the University may increase the fee for each subsequent year of study but any such increases will be no more than inflation.

Coventry University ranked 15 in the UK
Coventry University awarded TEF GOLD Teaching Excellence Framework
University of the year for student experience
Coventry University UK top new University 2018
Coventry City of Culture 2021