Master of Management Studies (M.M.S) Employer Branding and Employee Value Proposition Syllabus - Mumbai University 2026

Course objectives

• 1 To familiarize students with the concept and strategic significance of employer branding.
• 2 To enable students to analyze and formulate employee value propositions (EVPs) tailored to organizational contexts.
• 3 To equip students with the tools for assessing and enhancing organizational attractiveness to potential and current employees.
• 4 To provide practical strategies for integrating employer branding initiatives with overall HR and marketing functions.
• 5 To foster understanding of measuring the effectiveness and impact of employer branding campaigns.

Course outcomes

• CO1: To understand employer branding and initiatives undertaken by different organizations.
• CO2: To apply the concept of employee value proposition as an element of employer branding.
• CO3: To analyse the impact of Employer Brand Management on organizations.
• CO4: To evaluate the impact of employer branding on employee value proposition.
• CO5: To create competitive advantage for an organization through Employer Branding Strategies.

Unit 1 CO1 · 3 hours

Introduction to Employer Branding: • Brand Definition, Management, and Development • Evolution and history of Employer Branding • Brand Consistency and Continuity

Unit 2 CO1, CO2 · 3 hours

Importance of Employer Branding • Changing needs and aspirations of employees • Role of top management in employer branding • Manager’s role in Employer Branding

Unit 3 CO3 · 4 hours

Employer Branding Process • Diagnosing the Employer Brand • Creation and Operationalization of the Employer Brand • Integrating branding with organization’s culture and values

Unit 4 CO3 · 4 hours

Benefits of Employer Branding • Functional, Emotional, Higher Order and Life Cycle Benefits

Unit 5 CO4 · 6 hours

Employee Value Proposition • Definition and Importance • Link to Motivation Theories • Creating a Strong EVP: Identifying unique employer strengths • Customizing EVP for diverse workforce segments

Unit 6 CO4, CO5 · 6 hours

Employer Brand Management • Policies: External Reputation, Internal Communication • Senior Leadership and CSR (Corporate Social Responsibility) • Local Picture: Recruitment, Induction, and Performance Management • CSR and Employer Brand Impact: Diversity, Equity, Inclusion and Belonging (DEIB) in Employer Branding • Sustainability and Employer Brand Positioning

Unit 7 CO5 · 4 hours

Process of Evaluation of Employer Branding & Employee Value Proposition • Success Stories • Change Management • Measurement of Impact • Sustaining Long-term Employer Branding • Future trends in Employer Branding (AI, Gig Economy, Remote Work)

Textbooks

• 1 The Employer Brand Bringing the Best of Brand Management to People at Work, Simon Barrow & Richard Mosley, Second Edition, Wiley
• 2 Employer Branding: Use your Brand to Attract the Employees you Need for your Business to Succeed, James Ellis, First Edition, Kogan Page

Reference Books

• 1 The Talent Magnet - Employer Branding & Recruitment Marketing Strategies to Attract Millennial Talent, Richard Evans, , Create Space Independent Publishing Platform