Brand Management

Brand Management Stream

Requirements

Students must complete 12.00 credits total, consisting of:

• 3.00 credits of the required course
• 9.00 credits of Elective courses

Required Courses

• MKTG 6550 3.00 BRAND MANAGEMENT
  In the complex contemporary world of marketing management, Brand Management must be both an art and a science. This course applies marketing strategy to the challenge of gaining sustainable competitive advantage in the global marketplace of brands. With a fundamental focus on building and maintaining strong brands with loyal consumer bases, a range of topics and teaching techniques are utilized. Prerequisite: MKTG 5200 3.0 Marketing Management

Electives (Brand Management):

• MKTG 6050 3.00 MARKETING RESEARCH
  This course develops students' understanding of basic and advanced market research methods. Students learn to evaluate completed research projects and conduct research studies, developing proficiency in defining research questions, developing research designs, selecting appropriate samples, conducting analysis and writing actionable management reports. Also examined are mobile research, brand maps, social media monitoring/metrics, Big Data, consumer surveillance and data privacy issues. Prerequisite: SB/MKTG 5200.030
• MKTG 6150 3.00 CONSUMER BEHAVIOUR
  This course assists students in developing a thorough understanding of both organizational buyers and end consumers. The psychological, sociological, organizational and environmental factors that shape buyer behaviour are reviewed. Throughout the course, the implications for both marketing strategies and tactics are addressed. Prerequisite: SB/MKTG 5200.030
• MKTG 6220 3.00 THE FUTURE OF MARKETING

  This course develops students’ abilities to reimagine and develop new conceptual frameworks, methodologies, and technologies for future of marketing strategies. Students learn how to communicate novel marketing concepts to management. The course teaches students how to research, create, implement and evaluate innovative marketing plans for nascent digital technologies. Students learn to think and write critically about consumer privacy and ethics.

• MKTG 6226 3.00 SOCIAL MEDIA FOR MARKETING AND MANAGEMENT
  Social media is changing society, changing the nature of marketing, and changing the way that business is conducted and managed. In this course, students explore the role of social media in the life of the marketer and business manager. It begins with a detailed understanding of the origins, forms, and uses of social media. It expands into an examination and hands-on of the methods for researching and understanding social media. The course then overviews the various uses and forms of social media, ranging web-pages, forums, and blogs to social networking sites. Twitter, wikis and mobile. The course features an applied student project that brings to life the potential and pitfalls of this new marketing and management communications form. Prerequisite: MKTG 5200 3.0
• MKTG 6300 3.00 SERVICE MARKETING
  This course examines the need for marketing in service industries, develops an understanding of the ways in which service marketing differs from product marketing, and improves students' understanding of how service characteristics affect the marketing function. Students learn to develop and implement marketing plans for service organizations. Prerequisite: SB/MKTG 5200.030
• MKTG 6321 3.00 ENTERTAINMENT CULTURE AND MARKETING

  Using an effective combination of readings, class discussions, real world entertainment marketing cases, and guest speakers, this course develops a managerial and socio-cultural perspective on the marketing of entertainment. Attention is focused on analysing the relationship between the global marketplace and entertainment business decision-making; the determination of entertainment products, services, experiences, prices, channels and communications strategies for licensing, live concerts, sponsorship, entertainment brands, movies, prerecorded music, streaming, nightclubs, and live theatre.

  Prerequisite: SB/MKTG 5200 3.00.

• MKTG 6440 3.00 NEW PRODUCTS
  This course is designed to answer the question "What do I need to know and do in order to develop a successful new product or service?" It will provide you with a firm understanding of the steps you need to follow in order to bring a new product or service successfully from an idea to a product that is ready to launch.
• MKTG 6800 3.00 CUSTOMER EXPERIENCE DESIGN

  Customer Experience Design represents the discipline, methodology and/or process used to comprehensively manage a customer's cross-channel exposure, interaction and transaction with a company, product, brand or service. This course offers an integrated framework for designing customer experiences and for learning how to create successful experientially based market strategies that leverage any organization's products and services.

  Prerequisite: MKTG 5200 3.00

NOTE: Not all courses required to fulfill a specialization are offered each term. Course offerings are based on factors such as student demand and instructor availability. The office of Student Services & International Relations is available to provide advising on course sequencing and the fulfillment of program and specialization requirements within a student’s period of study. For current course offerings and details, please view the Schulich Course Offerings Database.