MSc in Space and Brand Identity

More specifically, the postgraduate program Space and Brand Identity it is a unique program that deals with space branding and the way architecture can be a communication device used in order to achieve an experiential marketing and convey brand values and ideas.

The curriculum combines courses from Architecture, from the postgraduate programme in Business Administration (MBA) and Marketing. This programme’s structure enables students from the creative disciplines to understand the business world, to familiarise themselves with innovation and entrepreneurship as well as with digital marketing techniques so as to promote their unique personal brand through the physical and digital space. Also, the emphasise that is given in understanding, analysing and evaluation of branded spaces (i.e retail spaces etc) gives to our graduates from the creative disciplines a unique specialisation for the design of similar spaces.

At the same time, it enables students from the business world to appreciate the role and power of space as marketing device for the promotion of brand identity (experiential marketing) and thus to improve their decision making.  The multidisciplinary orientation of the program aims to give to our graduates a unique competitive advantage, since graduates can learn techniques to promote their unique personal brand, to be specialised on retail spaces design, or to simply use their store/office space as a live embodiment of their brand.

More specifically, the MSc Space and Brand Identity aims, by combining both theoretical knowledge and practical approaches, to:

1. Provide students with a broad understanding of the role of space as communication device and a mean through which brand identity can be promoted.
2. Guide students to explore through interactive and analytical softwares (simulations, spatial modelling) the power of space in business world.
3. Equip students with skills and practical tools to conceptualize, analyze and evaluate spaces by acknowledging their relationship with brand identity and brand values
4. Develop graduates with a high degree of multidisciplinary professional standards and thus giving our graduates a distinct and holistic market advantage

TEACHING LANGUAGE

The MSc in European Politics and Governance Programme is offered in the English/Greek language.

DURATION OF THE PROGRAMME

1.5 academic year (3 academic semesters, 90 ECTS)

In accordance with the relevant announcements made by the Agency of Quality Assurance and Accreditation in Higher Education, students have the opportunity to complete their postgraduate studies in two academic semesters (12 months) as long as they start the conduction of their Master’s Dissertation during the first or second semester of their studies, including the summer period. In this case, the completion of the Master’s Dissertation may be prolonged during the summer period, for one or two months. In any case, the total ECTS remain 90.

ADVANTAGES OF THE PROGRAMME

• It is one of the very few programmes in Cyprus, Greece, Europe, and Middle East that combine creative with business-related disciplines
• The emphasises that is given to the understanding, analysis and evaluation of brand spaces such as retail spaces gives to our graduates a unique specialisation for the design of branded spaces (i.e retail spaces, offices etc).
• The postgraduate programme has established collaborations with high end companies in Cyprus and Greece which are accommodated through their representatives in the courses and through various real-life projects.
• The programme includes real case studies, interactive activities, and practical applications in the context of student-centred learning.
• It can be adapted to the current market needs through the consideration of multiple real-life brand environments as well as through the placement of students in high-end companies.
• Excellent academic staff with strong expertise in the taught subjects
• Competitive tuition fees

PROSPECTIVE STUDENTS

The program primarily targets graduates of Architecture, Interior Design, Finance, Accounting, Economics and Business programmes. In particular it is suitable for:

• Architects
• Interior Designers
• Graphic Designers
• Product Designers
• Applied Arts
• Museologists
• Cultural Entrepreneurs
• Commercial property developers
• Early start-up Entrepreneurs
• Early carrier business professionals, for up-skilling & re-skilling
• Store Managers
• Entrepreneurs
• Journalists
• Specialized venue officers (theme parks, entertainment venues, retail parks, sports centres, shopping malls , etc)

The programme learning outcomes are the following:

• PLO1. Combine theoretical and practical knowledge on the relationship between branding, space and identity formation, while interacting with the various disciplines involved (i.e., architecture, interior design and business) as well as with the local industry.
• PLO2. Understand, analyze and evaluate branded spaces having in mind their tran-spatial ordering (i.e., brand identity, values, policy, business strategy etc.) as well as their influence on human-spatial behavior and users’ perception.
• PLO3. Apply a wide range of principles and tools required for conceptualizing the relationships between branded spaces and customers’ behavior.
• PLO4. Critically discuss the role of space as marketing device and thus reflect on the way in which physical and virtual space can be used in order to benefit the business world.
• PLO5. Implement strategies and create synergies between the disciplines involved by considering real case studies in a multidisciplinary framework.
• PLO6. Develop innovative business models, apply the foundations of  entrepreneurship and innovation, business communication and critically reflect on basic principles on organizational behavior and analyze how these principles influence behavior.
• PLO7.  Apply techniques, methods and tools to conduct research in business and branded spaces with mixed methods approaches

The Programme’s teaching methodology involves a combination of lectures, tutorials, seminars, examinations, projects, presentations, assignments, case-study applications and independent research. In addition, it is designed to provide an academic experience going beyond that of the traditional classroom, in which the flow of information is primarily from the instructor to the student. The intention of the Programme is that each participant will contribute to the education of the entire class though active participation in the learning procedure. This will establish the understanding that an MSc in Space and Brand Identity a holistic and interdisciplinary approach.

Each course is evaluated through the completion of one midterm assessment which is explicitly mentioned in the study curriculum and the study guides (essays, literature critiques, article manuscript for the university’s student journal etc.) during the semester, and final examinations at the end of the semester. Should a student not attend the examination, or has failed to take a winter or spring semester examination, he or she is entitled to re-sit the examination.

Midterm assessment can take various forms as described earlier like essays, research articles, presentations, literature critiques, book reviews etc, during the semester and corresponds corresponds to 40% of the final grade, while the final exam is 60%. For the student to succeed in a course, he / she must take both on the final grade and the midterm assessment a grade of at least 50%. The interactivity and formative assessment form part of the learning and teaching methodology.

In the third semester students complete their Dissertation which corresponds to 30 ECTS. The length of the thesis depends on the type. In the case of a bibliographic thesis, it cannot be less than 12,000 words and more than 15,000 words. The bibliography, the annexes and the abstract are not included. After submission, the supervisor submits a written and reasoned report, with the student’s consent, to the members of the committee. Support for the thesis is done publicly or via an electronic videoconference before a three-member committee.

The necessary supporting documents to be submitted with the application include:

• Officially authenticated certificates of academic qualifications of university level (degree etc.).
• The satisfactory knowledge of the English language is essential. The minimum requirement is the possession of a B1 level English language certificate of the Common European Framework of Reference for Languages ​​or a degree of a corresponding level.
  • By decision of the Director of the Postgraduate Studies Program, special exams or any other test may take place for those candidates who do not have a degree of the abovementioned level so that their ability to meet the standards of the Postgraduate Program is verified.

• Certificates of English Language and the minimum required grade

• After admission, by the decision of the Director of the Postgraduate Studies Program students are likely to participate in additional English language courses in order to improve their ability to write their course work, written assignments and the dissertation.
• A statement of personal interest.
• Two reference letters, at least one of which should be of academic character.

The University reserves its right to define the electives offered on an academic year basis.

The programme structure may change without prior notice, as a result of quality assurance procedures or/and programme recertification.