When a product or service on the market wins your loyalty, chances are there’s a savvy brand manager behind the scenes. Brand managers oversee the integrity of a brand across the entire marketing spectrum, using a range of technical and interpersonal skills to understand trends, manage teams, and execute campaigns and product/service launches. The wide scope of brand management work, which requires analytical, creative, and problem-solving skills, is one of the reasons leadership roles in this area are often well compensated.
The Brand Management concentration from D’Amore-McKim immerses you in the knowledge, tools, and techniques that successful brand managers use in their daily work. You’ll start with a foundational course in brand management from Northeastern’s Marketing Group, where you’ll design, execute, and test a strategic brand plan for a local organization. This is a unique opportunity to experience a brand manager’s daily responsibilities for yourself: interpreting market trends, defining the competitive landscape, developing a brand story, conducting and analyzing consumer research, budgeting, establishing a cross-platform communication strategy, executing campaigns, and measuring brand performance.
Building on that experience, you’ll choose marketing elective courses in domains like Marketing Research, New Product Development, Managing Customer Engagement in a Service World, Consumer Behavior, and Driving Marketing Performance to develop the skills most relevant to your own goals. For example, you may want to study data-based consumer insights at a deeper level, learn about new product development and product portfolio growth, or acquire consumer-focused innovation strategies in the service sector. This approach develops both depth and breadth as a brand manager—a strength that employers value.
Programs offering this concentration
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Chart your own path to leadership with a personalized management degree that will position you for success in the business world of tomorrow. Gain the business skills that employers want as well as specialized expertise in an area of your choosing in this highly flexible program.
Additionally offered for LLM/MBA