Brand Management MA 2020/21 entry

Course code:

FBLT064

Study options:

1 year full-time
2 years part-time

Location:

Coventry University

Starting:

September 2020

 

Fees:

2020/21 fees TBC*
2019/20 fees - £11,450

Find out more

Faculty:

Get in touch

For questions regarding study and admissions please contact us:

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

Course code:

FBLT064

Study options:

1 year full-time
2 years part-time

Location:

Coventry University

Starting:

September 2020

 

Fees:

2020/21 fees TBC*
2019/20 fees - £11,450

Find out more

Faculty:

Get in touch

For questions regarding study and admissions please contact us:

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

Course code:

FBLT064

Study options:

1 year full-time
2 years part-time

Location:

Coventry University

Starting:

September 2020

 

Fees:

2020/21 fees TBC*
2019/20 fees - £15,800

Find out more

Faculty:

Get in touch

For questions regarding study and admissions please contact us:

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

Overview

In this new global age, marketing and the management of brands stand out as the key to successful international business. 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 aim of this course is to prepare you to work in these crucial brand management positions in a range of organisations, across a range of sectors. The course will give you the opportunity to be a professional brand management practitioner with the theoretical knowledge, skills and personal attributes to become a leader in your chosen field, by providing you with contemporary perspectives on brands, brand equity and strategic brand management.

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.

Professional experience option

This master's programme provides you with the additional option to apply for a professional experience opportunity during your first semester with us. The professional experience opportunity is designed to further develop your skills and knowledge with the aim of maximising your employability prospects. Please note that the optional professional experience modules incur an additional tuition fee of £4,000. Find out more about the professional experience option.

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 Management Institute (CMI)

The course currently includes the Chartered Management Institute (CMI)* accredited module, Global Professional Development - Consultancy. Students who successfully complete the CMI module and meet the CMI evidence requirements will also gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting. This will enable you to apply for Chartered Manager status via the qualified route, once all CMI entry criteria have been met (please visit the CMI website for full details on the criteria to qualify as a Chartered Manager and applicable fees).

*Coventry University’s accreditation with CMI is currently ongoing for the relevant modules, but is frequently reviewed and monitored by the CMI through their quality systems. Whilst Coventry University hopes and anticipates that these reviews will continue to be successful, if they were to be unsuccessful, this relevant module in this course would no longer be accredited and we would notify applicants and students as soon as possible.


Chartered Institute of Marketing (CIM)

We are currently a Chartered Institute of Marketing (CIM)** accredited Study Centre, as well as being part of the CIM Graduate Gateway scheme, with the modules of our courses aimed to map to CIM professional qualifications. This means that students who successfully complete the Digital Marketing Management MSc at Coventry University are exempt from certain modules of CIM qualifications. Please visit the CIM Graduate Gateway website for further information. Additional fees apply.

**Coventry University’s accreditation with CIM is renewed annually, with the current course mapped to meet the awarding bodies requirements. Whilst Coventry University hopes and anticipates that any renewal would be successful, if the renewal were to be unsuccessful, this course would no longer be accredited and we would notify applicants and students as soon as possible.

European Foundation for Management Development (EFMD)

Coventry Business School is currently an active member of the European Foundation for Management Development (EFMD)


Chartered Association of Business Schools (CABS)

Coventry Business School is currently an active member of the Chartered Association of Business Schools (CABS)

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

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 learn 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 take part in a simulated public relations exercise, learning 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 presents 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 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 critically examine and develop a contemporary understanding of brand-related research, and all modules draw on the latest developments in disciplinary knowledge; the Project module can allow you to develop your research skills and your own area of expertise to a high level.

Course Specification
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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. For more information on the content of each module, see the Study Themes section of this course page.

Modules

  • International Brand Management

  • Luxury Branding

  • Brand Analytics

  • Contemporary Brand Research

  • Marketing Strategy, Planning and Control

  • Consumer Behaviour

  • Marketing Communications

  • Crisis Management and Public Relations

  • Global Professional Development - Consultancy

  • Postgraduate Dissertation/Consultancy Project

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...

  • In 2018, Coventry Business School was rated as Excellent by Eduniversal, an annual ranking of business schools in over 150 countries.
  • Opportunities to participate in industry field trips, to advertising agencies, exhibitions and events (subject to availability, fees may apply).
  • Opportunities to hear from guest speakers from industry speaking about various marketing challenges, for example, Big Data, social media and online customer engagement.
  • Chance to study a module dedicated to luxury branding, a growing area of importance within branding with far-reaching, global implications, and one focused on crisis management and PR, crucial areas in maintaining a successful brand.
  • Use of digital communications lab – the DigiComms Lab – equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms.
  • Informed staff, who keep abreast of marketing issues and trends, sharing their experience of relevant national and international conferences, such as those organised by the CIM, the Academy of Marketing or the European Marketing Academy.
  • Chance to participate in live project briefs, which have previously included a Google online marketing challenge, as well as responding to a rebranding brief as requested by Kellogg’s.
  • Vibrant student community with lots of student-led social events and activities, such as fundraising for UK Boston Terrier Rescue, The Shakespeare Hospice, and breast cancer charities.

Our main study themes are:

  • Luxury Branding: This module aims to provide you with a critical examination of the key challenges and opportunities for luxury branding. It is crucial to understand the motivations for the purchase of luxury products and to critically examine customer perceptions of luxury quality. The module explores the diversity of meanings of luxury across different markets and includes a review of current practice, as well as the digital evolution of luxury brands. The module appraises the nature of conspicuous consumption, the creation of symbolic meaning and their implications on price management in luxury branding.
  • Brand Analytics: This module aims to provide you with an understanding of the importance and relevance of the value of a brand to the organisation. It presents you with theoretical and practitioner-driven methods of brand valuation in order to appreciate the utility, strengths and limitations of the different approaches available. The module considers tangible and intangible assets, as well as financial and non-financial indicators that contribute to the assessment of brand value. The module aims to allow you to make brand-related decisions and recommendations through the appraisal of brand position within the marketplace.
  • Contemporary Brand Research: This module gives you the opportunity to develop a critical insight into relevant contemporary branding trends and brand research. The module has a specific focus on the sociocultural meanings and roles of brands in society, brand identity and image and the gaps between them, in order to understand the role of branding in marketing. The module also critically examines the implications on the consumer through their engagement with multi-faceted brand personalities and image, interaction within brand-consumer relationships, the formation of online brand communities and the role of culture and brand symbolism. Furthermore, progressive trends in branding such as corporate social responsibility and consumer archetypes are included to evaluate the rise of social and green brands as well as to unpack contemporary issues and opportunities surrounding branding in the digital age.
  • International Brand Management: This module provides you with the chance to gain a comprehensive and up-to-date perspective on brands, brand equity and strategic brand management and approaches to managing a brand over different geographical areas. The module combines current thinking and developments surrounding global brand management with illustrative examples for you to draw from and particularly focuses on branding in an international context. The module should appeal to students who are interested in increasing both their understanding of branding principles and strategic brand management decision-making across countries.
  • Marketing Communications: The area of marketing communications should provide you with a critical understanding of the theory, knowledge and skills required to plan for and make marketing communications decisions. You will be given the opportunity to develop a critical and theoretical knowledge of the main communications planning frameworks and promotional tools. You will also recognise the complexities of marketing communications application. You will make judgments on financial and creative aspects needed to achieve communications objectives. A feature of this module is the use of a client and includes interactive learning to develop analytical and decision-making skills required by marketing communications practitioners in the workplace.
  • Marketing Planning Strategy and Control: You will develop a strategic focus for marketing management by applying operational principles and practices to the framework of the marketing planning process in building organisational strategy. You will focus on the implementation, control and evaluation of the marketing planning framework.
  • Consumer Behaviour: You will have the opportunity to develop a critical understanding of consumer behaviour and how the discipline underpins all marketing activities, service provision, digital platforms and policy formulation. Consumer behaviour brings in the importance of globalisation with an aim to providing you with a detailed insight into the psychology of global consumers and their motivations, thoughts, feelings, reasoning, information processing, decision making behaviours and how they interact with technology to reallocate social and cultural capital to achieve well-being in contemporary society.
  • Crisis Management and Public Relations: You will examine the challenges of managing corporate communications, crisis management, and public relations. The strength and magnitude of the reputation of an organisation, entity or destination is pivotal of the way in which a complex range of stakeholders perceive it. Gaps can open between these perceptions and the way an organisation intends to be seen; this can be due to a range of forces, some foreseeable and manageable and others, not. All can result in organisational underperformance, destabilisation, financial difficulties, leadership change, fall in market valuation, difficulty raising finance and the recruiting of the right personnel. You will explore key themes around corporate reputation and corporate communications, using crisis management techniques and public relations as the main communications tools to help address and minimise gaps and to avoid potentially serious issues impacting on the organisation’s reputation.

The course is structured to provide a mix of classroom and lab-based activity with a series of lectures, associated seminars, practical workshop classes and personal tutorials. You will also have the opportunity to work in our DigiComm lab, which is equipped with industry-standard marketing software, allowing you to undertake tasks in an environment that closely replicates a contemporary marketing agency.

We also have guest lectures with speakers who are marketing practitioners (subject to availability) and offer a range of field trips both nationally and internationally, which provide exposure to industry and will develop your intercultural competencies. Field trips are subject to availability, and fees apply.

This course has a range of innovative, academic and authentic assessments. For example, this course includes assessments such as providing a real client with a marketing communications plan and campaign, preparing a brand manual, a developmental conference research paper, a crisis management manual and an e-portfolio on luxury branding. Only one module is assessed by examination, allowing you the chance to apply the skills you are taught to assessments that seek to mirror tasks relevant to any future career in brand management or marketing.

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.

On successful completion, you should be able to:

  • Apply the latest paradigms used to develop marketing planning, crisis management and public relations to solve issues using a range of techniques at the forefront of contemporary brand management practice in a multi-domestic context.
  • Critically analyse and evaluate consumer behaviour, researching the brand and the theoretical underpinning of luxury branding, encompassing the narrative of ethical, sustainable, regulatory and societal considerations.
  • Demonstrate an appreciation of the theoretical underpinning of contemporary branding issues to make informed decisions on branding research, marketing management and marketing communications management.
  • Identify synergies within multifaceted contemporary brand research as well as brand analytics, and make sound judgements at the forefront of branding thought, both domestically and globally.
  • Construct, recommend and execute an international brand management, crisis management or marketing communications project to meet the corporate objectives of an organisation by using an appropriate mix of digital and traditional media suitable for a business-to-business, non-profit or business-to-consumer context.
  • Demonstrate professionalism and apply relevant skills relating to communication, teamwork, project planning, diversity, intercultural competence and responsibility for individual continuous learning and development in the brand management environment.
  • Develop solutions to complex, inter-related, multifaceted brand management issues that can be found in a variety of organisations and professional contexts.
  • Undertake independent research either in an academic or work context to solve complex problems, reaching informed decisions and critically review them.
  • Demonstrate knowledge and understanding of the principles of consultancy and the theories and practices found in leaders

We set out below the typical teaching contact hours that you will receive on this course. In addition to the contact hours below, we offer the opportunity to attend additional optional sessions, such as guest lectures (subject to availability), or to meet with staff during their advice and feedback hours.

In your first and second semester, you will have 12 contact hours of teaching a week.

A strong emphasis is placed on the postgraduate dissertation/consultancy project in your final semester and therefore total teaching contact hours may be reduced in the final semester.

In addition, you will be expected to undertake a significant amount of self-directed studying and revising in your own time each week, which may include, for example, guided study using hand-outs, online activities.


We recognise the difference that both work and an international experience can make to your future career. With that in mind, this course has been designed to incorporate the chance for you to gain international experiences in a number of ways, not least through the multicultural environment which is fostered by our staff and students who usually come from all over the world. A large proportion of staff currently in the department have joined from overseas countries, so our department is very international in outlook.

Within course content, we encourage an international outlook in all modules through the use of international case studies. Modules such as International Brand Management or the Global Professional Development (Consultancy) are just two examples where there is a direct reference to international perspectives.

There are also opportunities to visit other countries and institutions, with previous cohorts of on similar courses having visited countries such as Greece. While in Athens, students had the opportunity to visit the Perfetti van Melle headquarters (the organisation which own global brands like Mentos and Alpenliebe) and work on live case studies. In addition, students attended a seminar on negotiations at Athens University of Economics and Business.

Overseas trips are subject to availability, and fees 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

Accepted applicants will normally hold an honours undergraduate degree (minimum 2:2) in a relevant academic discipline, such as a marketing or a business management degree. Applicants with a degree in another discipline may be admitted after consideration on a case-by-case basis.

Applications from candidates with relevant experience are encouraged and will be considered on an individual basis.

Accepted applicants will normally hold an honours undergraduate degree (minimum 2:2) in a relevant academic discipline, such as a marketing or a business management degree. Applicants with a degree in another discipline may be admitted after consideration on a case-by-case basis.

Applications from candidates with relevant experience are encouraged and 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

Accepted applicants will normally hold an honours undergraduate degree (minimum 2:2) in a relevant academic discipline, such as a marketing or a business management degree. Applicants with a degree in another discipline may be admitted after consideration on a case-by-case basis.

Applications from candidates with relevant experience are encouraged and will be considered on an individual basis.

Accreditation for prior learning (APL) is in accordance with University regulations

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 2020

2020/21 fees TBC*
2019/20 fees - £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 2020

2020/21 fees TBC*
2019/20 fees - £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 2020

2020/21 fees TBC*
2019/20 fees - £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.

The following are additional costs not included in the course fees: For any optional overseas field trips or visits, additional costs may apply.

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 currently accredited by the CIM, as it is mapped to the CIM’s professional qualifications, which means that straight after your degree you can go on to achieve the CIM Professional Diploma in Marketing with exemptions provided for some modules (additional fees apply). Please refer to the accreditation section in the Course Overview for further information.

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 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.

*2020/21 course fees have not yet been determined by the University, however once confirmed the course webpage will be updated accordingly. Please continue to revisit the course web page to identify the fee and/or check the fee contained your offer letter before you accept your place and enrol at Coventry University.

Coventry University ranked 15 in the UK
Coventry University awarded TEF GOLD Teaching Excellence Framework
University of the year for student experience
QS Five Star Rating 2019
Coventry City of Culture 2021