The course, which will have an intake of around 15 students, will launch at the beginning of the next academic year.
It will look at contemporary branding and communications methodologies and their social, economic and political contexts. Key themes will include intellectual property rights, the changing media environment, globalisation and the impact of digital communications.
The course is an initiative led by James Curran, professor of communications and director of the Goldsmiths Leverhulme Media Research Centre, and Crispin Jameson, worldwide chief strategy officer of The Brand Union. The course tutor will be Dr Liz Moor.
Simon Bolton, worldwide chief executive officer of The Brand Union, says, ‘We were keen to link the commercial side of branding to the academic world, and we found Goldsmiths was very interested in this.
‘One of the aspects we are hoping to develop with this relationship will be research.’
Craig Fabian, head of knowledge at The Brand Union, says, ‘The central point of the course will be to look at the changing role of branding. The most important change in the branding world in the past 15 years has been the application of brands to all sorts of organisations, not just shareholder plcs.
‘The core of any research will be to explore the widening definition of brand value. We want the research to be at the centre of the public agenda.’
Bolton adds, ‘We hope it becomes a platform for repeating this programme in other parts of the world.’ He adds that Goldsmiths has a relationship with the Xinghua University in Beijing, China and also with MIT in the US.