Dr Kumra shortlisted for CMI Management Book of the Year

We are pleased to announce that Dr Savita Kumra’s book Managing Equality and Diversity: Theory and Practice, co-authored with Dr Simonetta Manfredi, has been shortlisted for the CMI Management Book of the Year, in the category of Management and Leadership Textbook. The award is given to the entry that, in the opinion of the judges, will most effectively support a course of study on a management and leadership topic.

Dr Savita Kumra (BA (Hons.), MSc (Econ.), PhD, CIPD) is a Senior Lecturer at Brunel Business School.

This year saw 137 entries across five categories of: Practical Manager, Innovation and Entrepreneurship, The New Manager, The Commuter’s Read and Management and Leadership Textbook. 

This year’s books reflect the national focus on how best to stimulate growth during difficult times, with a focus on practical skills and innovation.  With workforce morale at a low ebb, other books explore the need to engage and communicate better, with values-drivers and integrity as key themes.  As well as seeking to understand people better, other authors are turning to a more scientific approach and highlighting the importance of developing robust models for decision-making and the need to apply techniques more systematically.

The shortlisted entries will now undergo an intense review process by leading business figures and experts in the field. A full list of judges is available at www.managementbookoftheyear.org.uk.

The category and overall winners will be unveiled at the British Library Conference Centre on 28 January 2013. We have our fingers crossed for Dr Kumra!

The competition is sponsored by Henley Business School, in association with the British Library.

Building a Profitable and a Loyal Brand and Customer Engagement Strategy

As part of on-going Brunel Business School research seminars we invite you to learn how to improve your Customer Engagement Strategy by using the cutting-edge applied research in this free open seminar featuring top academic authorities in the field. This seminar is organised by the Centre for Research in Marketing (CREAM) in Brunel Business School.
Customers can engage with the firm in various ways and it is no secret that firms treat customers differentially. When one customer spends ten minutes on the phone navigating through automated menu options, only to find out that there are no seats available on that evening flight to Chicago, a “Gold” customer whose phone call gets picked up on the second ring by a friendly service representative is offered a window seat on that same flight. How do firms decide the customers to whom they should provide preferential treatment that clearly costs more money and resources, to which customer they should interact through inexpensive channels like the Internet or the touch tone phone, and which customer to let go? How do firms decide the timing of an offering to a customer? What kind of sales and service resources should the firm allocate to conduct future business with that customer? What should be the metric that a firm should use to base their acquisition and retention strategies? Should firms focus on investing in brands or investing in building customer relationships? Should firms encourage customers to shop in multiple channels or is there a fear of cannibalization? Can a firm identify customers who are likely to quit buying from it and further take preventive action to retain the customers? How to infer the strength of the relationship between the firm and the customer using transaction data and not survey data? Finally, can a firm find the right customers to act as advocates for the firm’s products and services?
Specifically, to answer the above questions, firms can rely on building profitable customer loyalty by developing a set of customer metrics:
  • a measure of what a customer is likely to provide to the firm through direct purchases -Customer Lifetime Value,
  • a value that each customer attaches to a brand – Customer Brand Value, and
  • a value that each customer provides through incentivized referrals – Customer Referral Value, Business Reference Value
  • a value that each customer provides through his/her influence in the social media –Customer Influence Value
  • a value that each customer provides through offering feedback and ideas for new product and services – Customer Knowledge Value
Several case studies will be presented to demonstrate the practice of profitable and loyal brand and customer value management by both B2B and B2C firms. The successful implementation of a profitable customer engagement strategy has resulted in increased revenues, profit and ROI.
Building a Profitable and a Loyal Brand and Customer Engagement Strategy
November 2, 2012 at 10:00 AM – 12:30 PM
Brunel Business School, Brunel University – London
Contact details
Name: BBS Events
Email: bbs.events@brunel.ac.uk

BBS in top 7 best business schools in London

Brunel Business School is a dynamic and ambitious environment that fosters and promotes world class learning, excellence in teaching, whilst creating a global professional advantage for all its students. The School is well recognised by numerous international bodies and features prominently in many league tables. Evidence of esteem is demonstrated in the following:

School and University Rankings


  • The Complete University Guide ranked Brunel Business School 3rd in London for student satisfaction and 5th in London for business studies
  • Sunday Times University Guide 2013 ranked Brunel Business School 4th in London and 21st in UK for business and management studies.  
  • The Times Good University Guide 2013 ranked Brunel Business School 6th in London and 45th in UK for business and management studies.
  • Financial Times ranked Brunel Business School 6th in London, top 20 in UK and in the top 75 in Europe in 2011 
  • Guardian University Guide 2013 ranked Brunel Business School 7th in London and 45th in UK for business and management studies.


  • Brunel University has been ranked 1st in London, 6th in UK and 35th in the world in a new world ranking of the top 100 universities founded in the last 50 years by Times Higher Education.
  • The Financial Times placed our Masters in Management programme at 8th globally for Career Progression in 2011
  • The Masters in Management programme was in 56th place globally according to the Financial Times in 2011
  • Brunel University is ranked 5th in London for student satisfaction according to National Student Survey
  • Brunel University has been awarded one of the most prestigious awards – the Queen’s Anniversary Prize for Further and Higher Education for its ground-breaking research
  • The last Research Assessment Exercise (2008) placed Brunel Business School in the top 25% of UK Business Schools, with 80% of our staff deemed to be producing work of international excellence.

Corporate Branding and Change in Times of Crisis

Brunel Business School is proud to initiate its annual Seminar Series with a seminar on corporate branding, an innovative area of research, which is spearheaded by world class academics in the Centre for Research in Marketing (CREAM) in the School.

The first in a series of seminars will take place on Wednesday 17th October 2012.

Limits of Transparency: Corporate Branding and Change in Times of Crisis

How is a brand affected by organizational crisis? How can it be protected by initiating organizational change? And what are the limits of organizational transparency in times of crisis and change? These are the timely questions addressed by Roy Langer, based on his two decades of experience in research and consultancy. In his presentation, he will present two qualitative in-depth-case studies applying innovative research methods and leading to a theoretical and conceptual discussion of transparency in corporate branding. Rather than providing final answers, he will finish his presentation by raising questions for future research in corporate branding and organizational change.

  • Speakers: Professor Roy Langer
  • Time: Buffet Lunch: 12.30 – 1pm / Talk: 1 – 2pm
  • Venue: Brunel University – London, Brunel Business School, Eastern Gateway Building, First Floor, room 103

Practitioners, academics and students are invited to participate. Please register your participation by emailing Stuart Sanford on Stuart.Sanford@brunel.ac.uk.

More information about CREAM – Centre for Research in Marketing

The Centre for Research in Marketing (CREAM) is directed by Professor John M.T. Balmer. The centre is the focus for the school’s marketing research community of around 30 PhD scholars and seven marketing faculty (including Professor T.C. Melewar and Visiting Professor Stephen A. Greyser of Harvard Business School). This lively, hard-working, and collegial group of scholars is active on a variety of research projects and scholarly initiatives. It is a group that, very much in the English University research tradition, “punches above its weight”.

The centre’s mission is to develop, facilitate and celebrate the marketing group’s research, scholarship and published scholarly output. The vision of Professor John M.T. Balmer, director of CREAM, is that the centre’s marketing research should be of international standing: research that should make a strong theoretical contribution and research that should, in addition, strive to “marry the cerebral with the practical”. As such, the centre seeks to produce research – especially ground-breaking pioneering research – that not only advances knowledge but, in addition, has a wide institutional and societal utility.  The latter is in accordance with the corporate brand ethos of Brunel University (and Brunel the man). It is a tradition which materially draws on many of the diverse precepts of the almost one thousand years old British University tradition.  The group are proud custodians of this unique provenance.

National Student Survey shows BBS increase in rankings again

The National Student Survey is out and we are pleased to see Brunel Business School has moved up in rankings again.
As stated on the NSS website:
the NSS is a national initiative, conducted annually since 2005. The survey runs across all publicly funded Higher Education Institutions (HEIs) in England, Wales, Northern Ireland, and the majority of HEIs in Scotland. Additionally, Further Education Colleges (FECs) in England and Further Education Institutions (FEIs) in Wales with directly funded higher education students are eligible to participate. Students are also given the opportunity to give positive and/or negative comments on their student learning experience as a whole at their university/college.The survey asks final year undergraduates to provide feedback on their courses in a nationally recognised format, students on flexible courses will be asked to participate as they near the end of their course but not necessarily in their final year.

NSS logo
On the six individual categories in Business and Management, Brunel Business School improved on four and maintain their performance on the other two, as you can see below:
• Teaching, mean score up from 3.9 to 4.0.
• Assessment, mean score remained the same at 4.2.
• Academic Support, mean score up from 4.1 to 4.2.
• Organisation and Management, mean score up from 4.1 to 4.2.
• Learning Resources, mean score remained the same at 4.4.
• Personal Development, mean score up from 4.1 to 4.2.
These results are very, very good and are a great reflection of the effort and commitment that academic and administrative staff have shown over the last year. Congratulations and thank you! Next year we are aiming for that 90% satisfaction level!