When a product or service wins your loyalty, chances are there’s a savvy brand manager behind the scenes—someone who knows how to execute brand strategy successfully across the entire marketing spectrum. In just four or five courses, our Graduate Certificate in Brand Management will help you build a suite of skills for creating and implementing a brand strategy that resonates.

Graduate Certificate in Brand Management Program Overview

  • Program Structure: 4–5 courses
  • Class Schedule: Monday–Thursday evenings at 5:20 p.m. and 7:30 p.m; you may also take one course online
  • Time to Complete: 1 to 3 years

Unique Features

12 or 15

Credits may be applied toward a future MBA

Top 50

Among national universities (U.S. News & World Report)

  • Learn to identify customer needs, uncover marketplace trends, and read the competitive landscape to develop an integrated brand strategy
  • Gain a unique perspective on brand management in the digital space thanks to Northeastern’s signature focus on the tech economy
  • Specialize your studies with electives relevant to your goals, such as consumer behavior, new product development, marketing research, customer engagement in the service sector, or driving marketing performance
  • Build your confidence and experience through applied project work and case studies—key components of Northeastern’s practice-oriented approach to learning
  • Access expert career guidance from an experienced counselor at Northeastern’s office of Employer Engagement and Career Design
  • Complete your certificate in as few as four courses, with the option for one additional elective to deepen your knowledge
  • Build the foundation for a future master’s degree from Northeastern—you may be able to apply your certificate credits toward an eligible master’s program

Admissions

  • GMAT Required? No.
  • Where do I apply? Apply using this application.
  • Interview required? Upon request.

Helpful Guides

Application Checklist

Need guidance on completing your application? The application checklist provides step-by-step instructions and tips from our admissions team.

Personal Statement Guide

Need guidance in composing the personal statement for your application? The essay guide will help you organize your thoughts and draft your copy.

There are three entry terms each year in January and September.

Deadlines & Decisions

Find the deadlines and decision dates you need to know. Submit your application by the earliest date possible for priority consideration.

Please visit the Northeastern Student Financial Services page. Click the dropdown under “Graduate Programs” and you’ll find the cost per credit listed next to “D’Amore-McKim School of Business Programs.”

At Northeastern, we value and celebrate diversity in all its forms and strive to foster an inclusive culture built on respect that affirms inter-group relations and builds community, which is vital to learning and discovery.

Clubs and Organizations

Northeastern has many opportunities for you to be engaged with our community. Examples include the following:

Graduate Students of Color Collective

The purpose of the GSCC is to build community for graduate students of color at Northeastern University by promoting education, professionalism, and civic duty. The GSCC fosters student, staff, and faculty relationships to establish a campus home for higher education at Northeastern. Through civic engagement with surrounding communities, the GSCC recognizes the continued struggles of marginalized populations, and the need for those who have succeeded to give back.

Grad Q

Grad Q is a student organization for LGBTQ+ graduate students at Northeastern. Grad Q is focused on building community, social events, advocacy, and mentoring undergraduate students.

Campus Resources

We have a number of cultural centers on campus to support our campus community by providing programs, lectures, and events for students with a range of affiliations and interests including the LGBTQA Resource Center, Office of Global Services, Latinx Student Cultural Center, Asian American Center, and many more.

Curriculum

The Part-Time Graduate Certificate in Brand Management—designed for professionals in the Boston area—will familiarize you with the knowledge, tools, and techniques you need to manage a successful brand. 

Your core coursework will explore the brand-building process across evolving customer-centric marketing platforms. You’ll choose two or three electives from a wide-ranging list of business courses, covering relevant topics from consumer behavior and market research to lean prototyping and innovation strategies.

Required Courses

Focuses on marketing analysis and planning. Emphasizes analysis of customer needs and company and competitor capabilities. This analysis forms the basis of a sound marketing strategy that provides value to customers in a way superior to competitors. Discusses how to deliver this strategy through the development of an integrated marketing program covering product offerings, pricing, promotion, and distribution. Includes professional accounting students.

MKTG 6200 | 3 credits

Introduces how to measure, analyze, and evaluate the profit impact of marketing actions (MAP) by bringing together marketing, strategy, and finance. Your organization is going to spend millions on a new marketing or strategic initiative, but how will you know if it is working? Marketing performance measurement and feedback systems enable managers to take smarter risks by assessing experimental projects and forecasting the profit potential of bigger, bolder initiatives. Offers students an opportunity to explore systems that summarize marketing productivity and suggest steps for performance improvement in marketing strategy and tactics.

MKTG 6230 | 3 credits

Electives (Choose 2 or 3)

Provides an overview of the major qualitative and quantitative marketing research methodologies available to marketing managers. Explores customer relationship management (CRM) and multivariate statistical techniques including conjoint analysis, customer satisfaction, and service quality measurement.

MKTG 6210 | 3 credits

Focuses on the challenges and decisions new-product managers face as they take ideas through the new-product-development process. Companies need to create, develop, and market new products and services continually to compete effectively in a rapidly changing environment. Provides an overview of the new-product-development process, with an emphasis on customer involvement in this process. Provides detailed insights on such topics as new-product strategy, idea generation, idea selection and evaluation, concept development and testing, product development and testing, and market testing.

MKTG 6214 | 3 credits

Examines how both service organizations and product organizations require a distinctive approach to marketing strategy in a world where all organizations increasingly depend on service excellence and customer engagement for competitive advantage. The world economy is dominated by services; in the United States, a large percentage of the labor force and the GDP is accounted for by services. Covers why people are essential to success, why expectations are important to consumers, and how physical and virtual environments influence delivery of value to customers. This practice-oriented course focuses on active skill building and tool development that is quickly and directly applicable to students’ future careers.

MKTG 6218 | 3 credits

Focuses on the consumer as the key element of marketing strategy and application. Explores demographic, lifestyle, social, and cultural trends and their impact on consumer attitudes, motivations, and behavior. Other topics include group dynamics, family, learning, personality, and emotions and their impact on the business world. Offers an in-depth look at the consumer decision process as a model to guide the planning and evaluation of marketing strategies.

MKTG 6226 | 3 credits

The curriculum is subject to change by D’Amore-McKim faculty. Course offerings may vary by semester.

“The Graduate Certificate in Brand Management enables you to gain experience in fostering relationships with consumers through strategic brand activities. We develop your abilities to take insights from customers, the marketplace, and competitors to create informed, customer-centric brand plans that will position your brand for growth in this ever-changing marketplace.”

Daniele Mathras
Associate Teaching Professor, Marketing

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