Managing a brand is a multifaceted skill that goes far beyond what meets the eye. In an era where marketing plays a pivotal role in shaping organizational identity and customer perception, the art of brand management takes center stage. This comprehensive course delves deep into the intricate world of brand management, uncovering the complexities and strategies necessary to cultivate, nurture, and sustain a thriving brand in today’s competitive landscape.
Marketing-driven enterprises rely on effective brand management to not only establish a trusted and recognizable brand identity but also to cultivate brand equity that translates into long-term organizational success. Contrary to common misconception, brand management requires a strategic mindset, a profound understanding of consumer psychology, and a sophisticated toolkit that extends beyond basic marketing skills
ESEI employs a project-based learning and assessment methodology across all modules taught in our master programmes. This innovative approach means students collaborate in groups to develop projects that demand creativity, teamwork, and problem-solving abilities.
The primary advantage of this method is that by the time students graduate, they will have compiled a portfolio of work. This portfolio will be directly relevant to their future roles, whether as employees or business owners, showcasing their hands-on experience and skills.
Project formats vary and are at the discretion of the instructor. Projects can take the form of case studies, written reports, videos, role-playing activities, podcasts, or any other medium that effectively communicates the students’ ideas. Teachers are responsible for creating project briefs and monitoring team progress with regular updates and check-ins.
Projects will be evaluated based on group and individual contributions, as well as the presentation and subsequent Q&A session, highlighting the importance of both collective and personal efforts in achieving project objectives.
A significant portion of the grade, 20%, is determined by students’ engagement and participation in class, reflecting the value placed on active involvement and contribution to the learning environment.
Gloria Queralt is an accomplished marketing professional and educator, with a rich background in International Business from Montpellier University, France, and a Master in Marketing of Fast Moving Consumer Goods (FMCG) from UPM. Gloria’s extensive experience in the marketing sector, particularly within the editorial industry, showcases her adeptness in developing product concepts and steering them through to their successful launch, including all facets of communication strategy. Her versatility is further demonstrated by her significant contributions to diverse sectors, such as education with EF (Education First) and the health and fitness industry with Holmes Place, where she tailored distinct communication strategies to meet sector-specific needs.
Gloria Queralt is currently enriching the academic world as a lecturer at various international business schools, where she shares her vast knowledge and passion for marketing with her students. In addition to her teaching roles, Gloria continues to influence the field of marketing through her consultancy work, guiding businesses in developing effective marketing strategies that resonate with their target audiences.
Gloria’s core expertise lies in her comprehensive approach to marketing, from the ideation phase of product development through to the execution of sophisticated communication strategies. Her experience spans a wide range of sectors, allowing her to offer a unique perspective on marketing that is both broad and deeply informed by practical experience. Her ability to adapt marketing strategies to suit different industries is a testament to her skill and creativity in the field.
In her role as an educator, Gloria specializes in courses related to International Business and Marketing, with a particular focus on FMCG marketing strategies. Her teaching is characterized by an emphasis on real-world applications of marketing theories and concepts, ensuring that students gain a practical understanding of how to navigate the complexities of the marketing landscape. Gloria’s passion for marketing and her commitment to sharing her expertise make her classes engaging and informative, providing students with the tools they need to succeed in their marketing careers.
Gloria Queralt’s impact on her students is marked by her ability to inspire and motivate them to explore the depth and breadth of marketing with enthusiasm and creativity. By transmitting her knowledge and passion for the field, Gloria not only educates but also empowers students to think innovatively and strategically about marketing challenges. Her practical insights and real-world experiences enrich the learning experience, preparing students to excel in the dynamic world of marketing.
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