Concentration in Brand and Product Management
The goal of the Brand and Product Management concentration is to prepare you for positions in brand and product management across a broad array of industries. Positions associated with brand and product management typically include P/L responsibilities for a product or product line along with a strong advocacy role for the long-term success of the brand. Opportunities for brand management expertise continue to expand as a growing number of companies and industries recognize that their brands are often the most valuable asset that the company creates, markets and manages. While pioneered within the consumer package goods industry, brand and product management has become a critical component of almost every company’s competitive strategy.
Brand and product management jobs often entail running multi-million dollar product businesses and hence provide excellent opportunities for those interested in general business and entrepreneurship. As brand management skills have become critical in the more central marketing strategy efforts of many leading organizations, brand management is increasingly a route to CEO positions. Graduates of the program have also leveraged their brand management skills into account management positions with advertising and communication consulting firms.
Experiential Opportunity:
- A Year in the Life of a CPG MBA: Annual workshop organized by the PLUS Program and sponsored by Frito Lay involving a case study that introduces you to agency interaction and creative briefing.
Curriculum Requirements
MKT 282 - Analysis of Markets (flexible - core)
MKT 382 - Brand & Product Management
MKT 382 - Strategic Marketing
Data Analysis – choose one course from the list below:
MKT 382 - Data Mining
MKT 382 - Marketing Analysis and Decision Making in an Information Age
MKT 382 - Marketing Information and Analysis
MKT 382 - Advanced Marketing Management
Understanding Customers – choose one course from the list below:
MKT 382 - Consumer Behavior
MKT 382 - Customer Insight
MKT 382 - Customer Strategy
Marketing Mix – choose one course from the list below:
MKT 382 - Integrated Marketing Communications
MKT 382 - Pricing and Channels
MKT 382 - New Product Design and Marketing
Recommended Electives:
LEB 380 - Law for Entrepreneurs
MAN 385 - Management Consulting
MKT 382 - Marketing Consulting Practicum
MKT 382 - Business Ethics & Social Responsibility
MAN 385 - Corporate Governance
IB 395 - Global Strategy and Marketing
MKT 382 - Invisible Global Market
Total credit hours: 20
Faculty Contact: Dr. Susan Broniarczyk
