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 minor 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 required courses, paired with a flexible, yet focused list of electives, support students in the aspects of brand management that are most relevant for their future career prospects.
Complete all courses listed below unless otherwise indicated. Also complete any corequisite labs, recitations, clinicals, or tools courses where specified.
Note: Students in the D'Amore-McKim School of Business or in a combined major with D'Amore McKim School of Business are not allowed to pursue this minor.
|MKTG 2209||Introduction to Marketing||4|
|or MKTG 2201||Introduction to Marketing|
|MKTG 3720||Brand Management||4|
|Complete two of the following with at least one course from MKTG:||8|
|Enabling Technologies for Consumer Engagement|
or MKTG 3402
|Gaining Insights from Consumer Data|
|Managing Customer Engagement in a Service World|
|Advertising and Brand Promotion|
|New Product Development|
or ENTR 3330
|Lean Design and Rapid Prototyping|
or ENTR 3335
|Product Innovation and Portfolio Management|
|Understanding the Platform Economy|
|Forecasting and Sales Operations Planning|
Minimum 2.000 GPA required in all courses completed