Overview

With the intensified competition within China and in international marketplace, building and sustaining a strong brand have become management priority. The popular brands currently established in the world are largely of European and North American origins. To promote Chinese indigenous industry and move up the value chain for export products, modern Chinese managers need to develop a specific kind of business expertise. This is because they have to manage brands with a high innovative and creative potential, combined with a strong culture, in a highly competitive global context. This EMBA programme in brand management is aimed to develop professional skills and capabilities in building sustainable brand and succeeding the management tasks in taking business global.

Features

• Executive Master Degree of Business Administration from a Swiss public university
• Global perspective of management fundamentals
• Practice- and application-oriented
• Small class size (limited to 25 - 30 participants)
• International exposure through intensive study period (three weeks – two months) based in Switzerland and case studies in companies with established global brands in France, Germany, and Italy
• Direct contact with international faculty members and managers from leading brands

Admission Requirements

• University or equivalent higher educational institution graduation
• A minimum three-year work experience
• Experience of using English as a second language (read and simple conversation)

Language

The program is conducted in English. Courses given by non-Chinese international faculty members will be held in English, a sequence English-Chinese translation will be provided. All the course exams will be done in English. The Thesis can be submitted in either English or Chinese (with executive English summary in about 1500 words).

Curriculum

Stage I - Fundamentals in general management

Building brand has become a crucial area in marketing and management of competitiveness. Courses offered in the first stage address the most important aspects in conducting successful business with a clear focus on building brand in global competitive contexts.

Objectives:

To gain updated management knowledge in major functional areas of an organization, which means

• to enhance management skills and know-how from strategic and cross-functional perspectives.
• to review some basic analytical tools (economic, finance) for brand management.

Stage II - Case study and project work

The courses and real-world case studies provided in the second stage are aimed to develop professional skills and capabilities in the management of global marketing and brands.

Objectives:

• to acquire advanced knowledge and know-how in developing a brand.
• to identify customer segments and basic tactics for brand equity and brand marketing.
• to understand the most relevant issues in planning and evaluating brand strategies.
• to enhance the skills needed for a successful career in global brand management.

Stage III - Master thesis

The concluding highlight of this executive master program is the application of what have been learned in the class room and case studies in the real business world by means of a master thesis work. Through a specific course on scientific methods and direct supervision of faculty members, students shall expand their capabilities in decision-making and problem-solving.

Objectives:

• to acquire knowledge on defining problems and/or opportunities.
• to develop management skills and decision-making ability.
• to apply scientific methods in real business cases with focus on problem solving.
• to gain skills in academic writing.

Degree

Students who have completed successfully all the required courses and passed the master thesis, shall earn a total 60 credits (ECTS), which are acknowledged and therefore accepted within the European Credit Transfer System, and be granted the Swiss official academic degree 'Executive Master of Business Administration (EMBA) in Brand Management' from the School of Business FHNW.

Location

Beijing Foreign Studies University BFSU, Beijing/China

and

University of Applied Sciences and Arts, School of Business
Riggenbachstrasse 16, 4600 Olten/Switzerland
Map

Date

The whole programme shall take 18 months.
The next start of the programme: 1 September 2012.
Application deadline: 31 May 2012.

Costs

Programme fee: 210'000.00 RMB

This fee includes attending all the courses, case studies in both China and Switzerland segments, English-Chinese translation, company visits during the study period in Switzerland (it covers all the costs including transportation, accommodation for the case study in firms with global brands located in Switzerland, France, Italy and Germany), copy-right teach materials, thesis supervision, exams, graduation and Master degree certificate, and refreshments during course breaks).

Contact

Prof. Dr. Xinhua Wittmann, Programme Director, xinhua.wittmann@fhnw.ch
Dr. Jason Yu, Director of EDP Centre, yuzizhi@bfsu.edu.cn

Application

For application, please fill in the application form and return it to:

yangshan@bfsu.edu.cn

or

Ms Yang Shang
EDP Centre
School of International Business
Beijing Foreign Studies University
No. 19 North Xisanhuan Avanue, Beijing, 10089

Application form (PDF)

Why in Switzerland for Brand Management?

The label ‘Swiss Made’ enjoys an enduring reputation in the world. With its numerous innovative companies and high-quality products, Switzerland has become the center of famous brands, thus justifying the creation of educational programs in brand management.

Here are just few examples*:

*This EMBA in Brand Management is a solely academic educational programme, developed independently from any brands.

Video EMBA in Brand Management