As part of the coursework assessment for the Strategic Corporate Brand Management and Consultancy module, run by Dr. Sharifah Alwi and with Professor John Balmer co-teaching, the CEO from MountView Associates, Mr. Kim Cohen, was invited to be a panellist along with Brunel Business School academics, Dr. Dorothy Yen and Dr. Bidit Dey, for the MSc Applied Corporate Brand Management students’ presentation.
The students were asked challenging questions and benefited from this great experience with an external guest to assess them. The CEO, who has worked as Business Development Director at Rolls Royce and Managing Director at Deutsche Bank shared an insightful perspective from his many years of experience in the industry and made important comments related to corporate brand strategy. The module is a practical approach to corporate brand management, where group of students are required to apply corporate brand knowledge using the ACID framework developed by Professor John Balmer. The students have proposed several interesting corporate brand strategies based on their research and the panel members were impressed by their ideas, presentation skills and professionalism.
Mr. Kim Cohen gave a special comment following the presentations:
“Thank you so much for including me in your corporate brand management presentations today. I was truly impressed by the high standard of your students and the ability to think on their feet. It was an enjoyable and stimulating experience.
For me, an additional element of real interest was to become acquainted with Professor Balmer’s ACID test and see its application in the students’ presentations. This approach would certainly have focused main board directors’ attention to corporate brand stewardship and protection had it been available to me in my corporate career.”
The MSc Applied Corporate Brand Management programme covers issues of branding in blue chip companies, the service industry, banks, petroleum companies, lifestyle organisations, corporate brand heritage, nation and place branding.
The core contents of branding are examined at the corporate level rather than at the product level. In other words, teaching on the programme focuses on branding of the corporation rather than branding the product. The programme also has an optional 16 week Professional Practice. The unique feature of the work placement distinguishes the programme from other Masters in the country.