International Business Management - Global Brand Management

Overview

This 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.



The global branding specialisation within the PG Diploma 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.



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 can choose to complete a dissertation with a credit volume of 30 ECTS and gain their MSc Award.



Why Study Global Brand Management at Griffith College

Our Postgraduate Diploma in Global Brand Management programme is available on a part-time basis over a one-year period 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.

• All part-time evening classes are available online with the opportunity of some face-to-face weekend workshops (pending social distancing regulations).

• 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 progressing onto the MSc dissertation stage of the programme.

• A highly practical learning approach taught by a Graduate Business School lecturing team with outstanding industry experience.

• Designed with the working professional in mind; study this programme part-time with a split between evening classes and weekend workshops.

• Delivered from Dublin but available to applicants nationwide.

Core Modules

Managerial Finance

The module provides the learner with a well-rounded financial understanding of the role and goals of financial accounting, management accounting and financial management. The module also aims to provide learners with the analytical tools necessary for determining the financial implications of business activities and decisions in an entrepreneurial context.



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.

The entry requirements for this programme is a minimum of 2.2 honours undergraduate degree (level 8) in a business or marketing-related discipline.



Non-business graduates with relevant work experience may apply on the basis of their experiential learning. Please contact the admissions team to find out more.



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 PGDip 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.



English Language

Students who are not native English speakers will be required to provide proof of English language proficiency. A minimum score of IELTS 6.5, 575 TOEFL or equivalent is required.



Griffith College is accepting the online Duolingo English Test (DET) as valid proof of English proficiency. Please see here for further details.

How to Apply

Applicants should apply directly to Griffith College.



As part of your application, you may be asked to provide supporting documents, including:

• Proof of ID (passport)

• Undergraduate Degree Award and Transcripts

• Up to date and detailed CV

• Documents supporting funding eligibility



If applicable:

• Translation of both degree award and transcripts

• Current GNIB

• Proof of English proficiency

1 Year Full-Time / 2 Years Part-Time.



The Postgraduate Diploma in Global Brand Management will consist of two/three semesters that will take place over 12 to 18 months.



Full-time

The full-time programme is delivered over two semesters and classes will take place Monday-Friday, between 9am and 6pm.



Part-time

The part-time programme is delivered over three semesters. Each semester will follow this structure:

• Initial six weeks – three evenings per week, 6.30pm-9pm; online

• Following six weeks – three weekend workshops, Saturday 10am-4pm (subject to change); on campus.

Intake Dates

We run one intake for this course, commencing as follows:

Autumn: September*



*subject to sufficient numbers.

Progression

On completion of the Level 9 Postgraduate Diploma in Global Brand Management, students may progress onto the MSc dissertation stage of the programme.



You can contact our admissions team to discuss what progression options are available to you.



Career Progression

Through the Postgraduate Diploma 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