Branding in New York

Ref: 10003201


Final year Marketing, Advertising & Marketing Communications and Business and Marketing students enrolled on Brand Portfolio (MARK3027) are eligible to apply for this opportunity.  The maximum number of places on this opportunity is 45 and the minimum the trip will go ahead with is 10. DMU staff will be accompanying the group.

DMU students are only eligible to receive one academic-led trip bursary per year. Please check our eligibility criteria for further details.


The purpose of this trip is to study how branding and marketing communications varies within a different cultural context, in a city renowned for marketing and branding opportunities. As part of the trip there will be a visit to the Joules US Headquarters to see how marketing communications and branding varies within a different cultural context. Students will also tour one of the largest advertising agencies in the world, visiting McCann NY and listening to staff from their award-winning creative and account teams (industry professionals) talk to them about client relationships and brand management.

Students will also explore themes such as ‘staged authenticity’ at Brooklyn Brewery (£14.50). Founded in 1988, Brooklyn’s success is a result of millennials rejecting the mainstream, corporate America they grew up with, spurred on by a backlash against Wall Street (Dembs, 2016). The Brooklyn mentality “stands for local – locally sourced produced – and there is a smallness to everything, where you can trace products from creation to production.”

There will also be the opportunity to see brands in a retail setting, with a visit and tour of the iconic Macys Department store, where they will also engage with a social influencer who will help to bring branding and digital marketing theory to life. We will also visit Nike’s House of Innovation 000 flagship store in Times Square. Nike provides customers with its most technologically innovative retail experience yet, with a number of immersive features, seamlessly integrating digital and physical retail to provide the ultimate in customizable and on-demand service. There will be an emphasis on branding across all of these activities. All activities are subject to change due to availability.

Cultural activities

Students will also have a number of opportunities within this trip to benefit from the cultural experiences of visiting New York, experiencing iconic marketing locations such as Times Square, which is home to some of the most expensive out-of-home (OOH) advertising space in the world. There will also be the chance to look at marketing communications and digital technology at The Metropolitan Museum (£10), particularly focusing on the
#MakingMarvels exhibition on innovation.

Included in the trip will be a visit to the NBC Studio Tour (£28), Rockefeller Plaza, for a behind-the-scenes look at how content is created and developed. There will also be an opportunity to visit well known institutions such as the World Trade Center and other cultural locations such as the Brooklyn Bridge and Madison Square Gardens. In their spare time, students will be able to explore some of New York’s most famous and exciting landmarks such as the Empire State Building.

Travel and accommodation

Travel and accommodation will be booked by the faculty for this opportunity, and students will be expected to pay the remaining amount following confirmation of their place. The #DMUglobal bursary will be deducted from the cost of the trip.

Contact details

Visa information

In order to participate in this trip, you are responsible for ensuring that you meet the US immigration requirements.

All students will require an ESTA or some kind of visa to travel to the USA. Further information will be provided to all accepted students regarding the type of visa required and how to apply. If you have any specific questions about this please email for advice. Please note that you are responsible for checking processing times and meeting all application requirements in order to ensure that you receive your visa prior to departure. Please be aware that immigration decisions are made by individual embassies.

Key Information

  • Departure date: Saturday 4 January 2020
  • Return date: Thursday 9 January 2020
  • Estimated cost of travel and accommodation: £850
  • Students will also be required to pay for: UK and in-country transfers, food & drink, cultural activities and visa (if applicable)
  • #DMUglobal bursary: £400
  • Deadline for application: Monday 21 October 2019 9am