Are you passionate about shaping the identities and positioning strategies of your favorite brands and driving their success in the marketplace? Brand managers oversee the integrity of a brand across all marketing activities in tech, consumer packaged goods, 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.
Brand managers are in high demand across tech, consumer packaged goods (CPG), and service industries. Our concentration prepares you for a variety of roles, from overseeing global brands to managing innovative products in cutting-edge markets.
Hallmarks of the Brand Management concentration
Comprehensive, cross-functional skillset
Build a diverse skill set that blends strategic thinking, creativity, and analytical capabilities. Learn to conduct and apply market research, understand consumer behavior, analyze market and competitive trends, develop compelling brand stories, and execute impactful brand growth strategies. Develop the communication and organizational skills needed to ensure brand consistency and integrity across all brand touchpoints.
Real-world brand experience
Gain hands-on experience through real-world, client-based projects and case studies that give you experience with the multi-faceted role of brand management. Work on ideation, prototyping, UX testing, positioning, and business casing, prepares you to tackle the wide-ranging responsibilities of a brand manager.
Industry-relevant curriculum
Benefit from a curriculum designed to meet the demands of today's competitive job market. Our required Brand Management course and interdisciplinary elective courses cover essential topics such as marketing research, project management, new product development, demand forecasting, and more.
Curriculum details
The Brand Management concentration 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 Brand Management course paired with a flexible, yet focused list of electives supports students in the aspects of brand management that are most relevant for their future career prospects.
Across our course offerings, students have the opportunity to learn brand management skills, such as:
- Market Analysis and Consumer Research: Identify brand growth opportunities and understand market trends.
- Brand Storytelling: Craft compelling narratives that resonate with target audiences.
- Strategic Planning: Develop and implement cross-platform integrated marketing communication strategies.
- Performance Measurement & Management: Evaluate the success of brand initiatives and inform data-driven decisions.
- Creative Execution: Design and execute marketing and advertising campaigns that capture attention and drive engagement.
- Project Management: Develop project goals, objectives, metrics, timelines, headcount, and budget to bring brand growth strategies to market.
Join the Brand Management concentration and transform your passion for brands into a successful career path. With a curriculum that is both flexible and interdisciplinary, you'll be prepared to navigate and lead in the exciting world of brand management.
Programs offering this concentration
D'Amore-McKim's flagship undergraduate program, the BS in Business Administration can be completed in either four or five years depending on which co-op plan you choose.
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