Brand Management, Minor

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.

Required Courses

Course List

Code	Title	Hours
MKTG 2209	Introduction to Marketing	4
or MKTG 2201	Introduction to Marketing
MKTG 3720	Brand Management	4

Electives

Course List

Code	Title	Hours
Complete two of the following with at least one course from MKTG:		8
ENTR 2301	Innovation!
MGMT 3530	Project Management
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
SCHM 3320	Forecasting and Sales Operations Planning

GPA Requirement

Minimum 2.000 GPA required in all courses completed