Brand Management Master’s Degree Course
Integrated Marketing Communication Brand Management Graduate Degree Course
Brand Management teaches students the importance of differentiating products and services in today’s world of alternatives, which provides consumers with the power of choice. A strong brand can have a dramatic impact on a purchasing decision. Strong brands will transcend industries and provide an organization with one of its most valuable assets—BRAND EQUITY.
The basic approach in this course will be to blend the theory and practice of product and brand management in a comfortable, supportive environment that promotes active learning. A good theory is invaluable because it structures problems and suggests possible solutions. The business process of mission and strategy creation through brand and identify development and execution is presented and reinforced through readings, case studies, and a course project for practical application and experiential learning.
Branding is both an art and a science. Thus, few branding situations have a definitive unqualified answer as to the “best” marketing programs. By providing students with relevant and comprehensive theories, and all the accompanying ideas, concepts, mechanisms, and models that go along with that, they can make informed decisions that will have a greater probability of success. The interaction of customer, company (capabilities) and competitors (alternatives) are important considerations in branding. Many theories covered will be from a consumer behavior perspective.
Learn more about the other courses in the Marist College online IMC program: