MSc in Global Brand Management

Overview

Pioneering programme provides students with a wealth of knowledge in international business and brand management

Students are given a thorough grounding in current theoretical brand management concepts, marketing models, and tools, as well as new ways of analysing, assessing and developing brand strategies, campaigns and insights.

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Why Study Global Brand Management at Griffith College

Our MSc in Global Brand Management programme is available on either a full or part-time basis over a 1 or 2.5 year period respectively and is focused on developing students' understanding, insights and skills to enable them to become an invaluable resource to global brands in a dynamic and rapidly changing world.

Students will gain knowledge and understanding of key areas of international business management.
Students will apply learning to real and complex problems experienced by global brands and use their knowledge to find creative solutions.
Visiting Global Brand Teams devise and monitor real-life practical assignments enabling students to prove themselves on global assignments and gain the confidence, skill and experience to further their personal and professional development in this field.
Students have the opportunity to further their studies by enrolling on our MBA in International Business.
A highly practical learning approach taught by a Graduate Business School lecturing team with outstanding industry experience.

Intake Dates

We run 2 intakes for this course commencing in Spring and Autumn.

February 2020
September 2020

*subject to sufficient numbers

What our students say

The masters in Global Brand Management is a huge step forward for me. Of course, it is also a perfect complement to my career. During classes it was very clear how the experience of the lecturers matched perfectly with what I want and with my background. In my opinion, this is priceless!

Lina María Jiménez Ángel

MSc in Global Brand Management

I was pleasantly surprised at how friendly and helpful the staff and lecturers are at the college. This year has by far been the highlight of my study career because I enjoyed not only my time at Griffith College but also my fellow students from all over the globe each contributing a piece of their culture to the overall atmosphere.

Amoré Thea Ziegler

MSc Global Brand Management

Global Brand Management

Course details

The global branding specialisation within the MSc, offers students a dynamic and practical course that is highly industry focused. Throughout, students will consider many case studies of global brand expansion and examine best practice methods by studying global brand successes and fails.

Students are given a thorough grounding in current theoretical brand management concepts, marketing models, and tools, as well as new ways of analysing, assessing and developing brand strategies, campaigns and insights.

Workshops will focus on skills of the global brand manager including storyboarding, content production, developing global brand name, logos and positioning, selecting markets, storytelling and marketing channels and measuring the effectiveness of those channels. An emphasis is placed on understanding global branding best practice through critical evaluation of cases and companies. A combination of the critical analytical approach together with a practical skill-based workshop approach will provide learners with a 360 understanding of global branding in today’s changing digital landscape.

Upon successful completion of the taught modules, students complete a dissertation with a credit volume of 30 ECTS.

Core Modules

International Strategy

This module introduces and develops the concepts, perspectives, and tools associated with the discipline of strategy formulation and development within the complexities of undertaking business in different industrial and market contexts, countries and cultures. As well as providing the learner with a core body of knowledge of strategy, the module aims to go beyond the prescriptive “toolbox” approach to strategy making and develop and instil in the learner an appreciation of the complexities, subtleties and behavioural factors that fundamentally shape what businesses do and why.

Research Methods

Research Methods introduces the learner to the purpose and role of research in business and the different qualitative and quantitative traditions and approaches practised in research. These research abilities are central to improving business decision making through solid research and data collection. The majority of learners on the PGDip will progress to MSc or MBA programmes and this module ensures they are well prepared for the dissertation by the development and production of a solid, well informed research proposal that provides them with a sound basis for carrying out independent research under supervision.

Strategic Human Resource Management

This module is concerned with the nature and scope of human resource management and the strategic application of human resources activities and techniques. It examines Strategic Human Resource Management (SHRM) from a management science perspective, enabling learners to know and improve how they contribute to the strategic process of management of human resources. It aims to provide knowledge to understand the external environments and internal capabilities, resources and processes that underpin SHRM.

Global Marketing

This module provides learners with a solid underpinning of the theories, frameworks, and models of international marketing combined with a strong sense of global awareness and cultural sensitivity essential for today’s business world. It gives them the skills to discriminate between markets and enable them to select those that present the greatest opportunities. It also provides learners with the knowhow for developing appropriate marketing plans and programmes and to determine whether a global, local or global approach to marketing is best.

Leadership and Management Development

This module examines the role played by leadership and management in organisations (commercial, public and voluntary) and in determining organisational culture. There are contested and competing views (both in theory and in practice) about management and leadership: what they are and about how leadership affects management. The main purpose of the module is to encourage learners to critically examine leadership and management models. Learners gain knowledge and understanding of new models, which allows consideration in how they might modify their own current or future leadership and management behaviours. It recognises the importance of continuous development in leadership and management roles.

Global Brand Management Modules

Interactive Storytelling

This module introduces learners to basic story analysis, informs the learners of the power of oral storytelling as well as the implication for marketing. It introduces learners to the exciting and complicated storytelling universe created by the intersection of Web 2.0/3.0 with burgeoning mobile-content delivery technologies and social media environments, including those defined by Very Small Screen (VSS) products. Learners develop the skill set needed to engage audiences across multiple platforms to tell brand stories. Transmedia Storytelling pushes the core skills acquired in those classes into the exciting near future of interlocking communication technologies and overlapping media audiences.

Understanding Local and Global

This module examines the implications of managing brands in an international context. Learners will understand cultural difference and use that to create marketing methods and strategies that work effectively on a global basis by understanding the local elements of culture. To understand and influence consumers’ wants and needs, locally or globally, it is imperative to have an understanding of the culture of the target market. The module will demonstrate the biggest challenge for global leaders is managing the tension between the need to think globally while also thinking locally. By understanding local culture in greater depth, and how culture creates meaning, effective global marketing strategies can be employed.

Global Marketing Methods and Mindsets

This module builds learners’ understanding of the four dominant Marketing methods and mind-sets currently in evidence among marketing professionals. Learners develop an understanding of the methodologies used during the eras of Product, Consumer, Brand and Concept Marketing. The learner will understand the different mind-sets that are brought to the marketing challenge. They will understand how those mind-sets translate into practical methodology and get a sense of the strengths and weaknesses of each approach.

eMarketing Metrics

The module enables learners to acquire or improve their knowledge on how to plan and implement effective strategic digital campaigns at management level with accountable results. Centred on digital marketing and measurement practices, combined with digital business infrastructure and evolving trends, it explores how digital marketing fits in with the overall business strategy at a practical level. Learners will be equipped to exploit on-line specific and integrated approaches, to drive commercial results. Learners are introduced to real world up-to-the minute knowledge, the challenges and opportunities presented by the digital world in a business environment using real company projects for authentic assessment.

Timetables

Sample Timetable (Full-time)

How to Apply

Entry Requirements

Applicants must normally hold an approved honours degree, to at least H22 level, in a marketing or business related discipline, or equivalent qualification from an approved tertiary/or professional institution. Non-business graduates or candidates with substantial work experience may apply but will be subject to interview. Students who are not native English speakers will be required to provide proof of English language proficiency. A minimum score of IELTS 6.5 is required. Applicants without proof of English proficiency are entitled to take a free English language entry test on campus.

How to Apply

Applicants can Apply Online Directly

Academic Achievement

Applicants must normally hold an approved honours degree in a business and/or global brand management related discipline or equivalent qualification from an approved tertiary or professional institution. Students with or without relevant business management experience are welcome to apply.

English Language Proficiency

All applicants for whom English is not their native language must provide proof of English language proficiency to a standard of at least 6.5 in IELTS, 575 TOEFL or equivalent.

Accreditation of Prior Learning and Prior Experience (APL/APEL)

The Graduate Business School welcomes applications from those with prior academic and/or professional learning experience which may be relevant to the MSc in Global Brand Management programme. Applicants who wish for their prior academic and/or professional learning experience to be considered are requested to indicate this at the time of application and we will be happy to examine all of the relevant documentation accordingly.

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Fees

For purposes of fee calculation, residence is counted from time of application.

Tuition Fees

Direct Debit Scheme

Students wishing to pay for their fees monthly may avail of our direct debit scheme. Please download our Fee Payment Information document to review the payment plan schedule and how to apply.

Sponsorship

Is your company paying for your course?

They will need to complete a Griffith College Sponsorship Form and send this to the Student Fees Office:

Post: Student Fees, Griffith College Dublin, South Circular Road, Dublin 8
Email: [email protected]

2% Learner Protection Charge

All QQI accredited programmes of education and training of 3 months or longer duration are covered by arrangements under section 65 (4) of the Qualifications and Quality Assurance (Education and Training) Act 2012 whereby, in the event of the provider ceasing to provide the programme for any reason, enrolled learners may transfer to a similar programme at another provider, or, in the event that this is not practicable, the fees most recently paid will be refunded.

QQI Award Fee

Please note that a QQI Award Fee applies in the final year of all QQI courses. To find the relevant fee for your course level, please see the Fees page.

Progression

Academic Progression

On completion of the Level 9 MSc in Global Brand Management students may progress onto a range of Level 10 Doctoral programmes on the National Qualifications Framework. The Postgraduate QQI validation means that your qualification is recognised not only in Ireland and Europe but throughout the world.

Career Progression

Through the MSc in Global Brand Management, you will have gained valuable professional experience, built a strong foundation of communication and presentation skills, and covered a diverse range of topics. There are a wide range of career options for our graduates including:

Brand Advertising Manager
Sales and Marketing Executive
HR Manager
Market Research Manager
Business Development Executive
Business Analyst
Product Manager
Operations Manager
Market Research Analyst
Employer Brand Communications Manager

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MSc in Global Brand Management