We’re proud to announce a new publication by Professor Desmond Doran from the University of Kent Business School, in collaboration with Professor Kevin Grant (University of Stirling) and Dr Thuy Chung Phan (University of Economics, Ho Chi Minh City). Their paper, published in the Asia Pacific Journal of Marketing and Logistics, explores how Executive MBA programmes in the UK are adopting luxury branding principles to remain competitive in a global marketplace.
Titled ‘Luxury branding for MBA programmes: a study of executive education in the United Kingdom’, the research introduces a strategic framework and mapping tool that helps MBA programme directors reposition their offerings within the luxury education market — without compromising educational integrity.
Drawing on a detailed analysis of the UK’s top 10 business schools, this paper provides fresh insights into how exclusivity, heritage, and personalised experience can elevate an MBA into a globally aspirational brand.
Whether you are an academic, a marketing professional, or an institutional leader, this is a must-read for those seeking to enhance their school’s market positioning.
Read and download the full article
AMBA and CMI accredited, Kent Business School’s MBA is underpinned by our high-quality research and informed by the global outlook of our international community. It builds on your current experience to transform you into a responsible business leader.