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Academic Catalog 2021-2022

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Brand Management

2021-2022 Edition

  • Undergraduate
    • Admission
    • Information for Entering Students
    • College Expenses
    • Academic Policies and Procedures
    • University Academics
    • College of Arts, Media and Design
    • D'Amore-​McKim School of Business
      • Bachelor of Science in Business Administration, BSBA
      • Bachelor of Science in International Business, BSIB
      • Combined Majors
      • Concentrations
        • Accounting
        • Brand Management
        • Business Analytics
        • Corporate Innovation and Venture
        • Entrepreneurial Startups
        • Family Business
        • Finance
        • Fintech
        • Global Business and Strategy
        • Healthcare Management and Consulting
        • International Business
        • Management
        • Management Information Systems
        • Marketing
        • Marketing Analytics
        • Social Innovation and Entrepreneurship
        • Supply Chain Management
      • Minors
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    • Khoury College of Computer Sciences
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    • College of Science
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    • Faculty
    • Appendix
  • College of Professional Studies Undergraduate
  • Graduate
  • Course Descriptions
  • Catalog Archives
  • Overview
  • Concentration Requirements

Think about some of your favorite brands—chances are, there is a high-powered brand manager working behind the scenes to ensure the brand resonates with you, one of its target consumers. Brand managers oversee the integrity of a brand across all marketing activities in tech, consumer packaged goods (CPG), and service industries. The position of brand manager requires strategic thinking, focus on the customer experience, communication with multiple stakeholders and cross-functional teams, creativity, and analytical skills. Brand managers are creative, organized multitaskers who often serve as the liaison between the marketing group, design team, and engineers to oversee the consistency of the brand image. While every day is different, typical activities of a brand manager include conducting and analyzing research to identify brand opportunities, understanding market trends and competitive landscape, creating and maintaining brand marketing budget, managing cross-platform brand communication strategy, developing the brand story, executing marketing and advertising campaigns, and overseeing the overall health of a brand. When managing a brand’s products or services in a tech firm, brand and product managers may also be involved in ideation, prototyping, user experience (UX) testing, and business casing. This concentration offers the opportunity to learn these skills across coursework in marketing, consumer behavior, advertising, new product development, marketing analytics, project management, demand planning and forecasting, and product innovation. As such, the core brand management course paired with a flexible, yet focused list of electives supports students in the aspects of brand management that are most relevant for their future career prospects.

Concentration in Brand Management

Course List
Code Title Hours
Required Course
MKTG 3720Brand Management4
Electives
Complete three electives, with at least 8 credits from MKTG courses:12
MKTG 2720
Enabling Technologies for Consumer Engagement
MKTG 3401
Marketing Research
or MKTG 3402
Gaining Insights from Consumer Data
MKTG 4502
Managing Customer Engagement in a Service World
MKTG 4504
Advertising and Brand Promotion
MKTG 4506
Consumer Behavior
MKTG 4510
New Product Development
or ENTR 3330
Lean Design and Rapid Prototyping
or ENTR 3335
Product Innovation and Portfolio Management
MKTG 4720
Understanding the Platform Economy
ENTR 2301
Innovation!
MGMT 3530
Project Management
SCHM 3320
Forecasting and Sales Operations Planning
A maximum of one course may be applied to requirements of a second concentration.
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  • 2021-22 Undergraduate PDF

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  • 2021-22 Course Descriptions PDF