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  • Brand Management

    Brand Management

(Optional Co-op)

Program Code:BMK
Duration:2 Semesters (8 Months)
Start Dates:Fall,
Start dates are subject to change
Credential Awarded:Ontario College Graduate Certificate

Program Description

Brand Management involves understanding all aspects of a brand and then devising a plan in order to build brand equity. Seneca’s Brand Management graduate certificate program will focus on providing you with the skills and knowledge to develop and execute successful brand strategies that are focused on consumers. You will learn from a range of instructional styles, have an opportunity to work on case studies and build relationships with industry professionals through industry/association field work or optional co–op. The faculty encourages you to leverage your background in marketing, sales, psychology, economics, management, or mathematics to develop strategies with your peers.

Program Learning Outcomes:

As a graduate you will reliably demonstrate the ability to:

  • Develop a strategic brand equity business plan based on an accurate analysis of a business situation.
  • Evaluate the customer environment for new and existing brands and build this customer focus into brand strategy in unpredictable and complex contexts.
  • Evaluate the feasibility of a new brand launch.
  • Develop and execute a new brand launch plan.
  • Evaluate the performance and situation of a brand for the purpose of recommending future strategies.
  • Measure the value of a brand to an organization using industry standard methods.
  • Develop a communication strategy which integrates all communication elements – traditional and interactive.
  • Evaluate the impact of legal and privacy issues on the success of a brand.
  • Apply an internal branding framework to ensure successful application of brand strategies with an organization.
  • Apply creative problem solving skills to complex brand issues and problems.
  • Develop, deliver and coordinate a variety of presentations.
  • Develop and execute a project plan using project management techniques and software.
  • Conceive, write, design, edit, and produce marketing communication materials using industry-standard technology.
  • Evaluate current issues in branding and changes in the current Canadian marketplace with respect to branding.

Admission Requirements

Program Eligibility:

  • A recognized degree with a specialization in a marketing related discipline (eg. commerce, economics, statistics, social psychology, cultural anthropology) from an accredited institution; OR
  • Mature Student Status (age 19 or older) with 3 to 5 years of documented work experience in a related field. Relevant references must be provided.
  • English proficiency at the college level.


  • Students with a recognized degree from an accredited institution, who lack marketing-related courses, are encouraged to apply for the Marketing Management Graduate Certificate.

The Importance of Learning Skills:

Student success in college requires well developed learning skills (such as being able to work independently, participate in a team, be well–organized, develop good work habits, and show initiative). These skills are as important as prior academic achievement. While it is expected that applicants would have developed these skills through previous education and life experiences, Seneca offers support to assist students with further development of these important skills. Seminars, workshops and tutoring are available at Seneca's Learning Centres.


Loading Tuition Costs

Your Career

Brand Management is one of the major factors in any company’s success. As a graduate from Seneca’s Brand Management program, you’ll be prepared for a wide range of rewarding careers. Positions of employment may include: assistant brand/product managers, brand consultants, brand strategists, and assistant marketing manager in the growing service and product sectors. You may also find your career on the product and service side of business and marketing.

Co-operative Education Program

During the first semester, you’ll have the opportunity to apply for admission to the co–op option. Co–op provides you with the opportunity to secure a paid work–term at the end of semester two. It also allows you to benefit from a combination of classroom learning and real–world experience. Please note that you will have a shared responsibility for securing employment opportunities and must meet co–op entrance requirements in order to be considered (see Student Advisor or Co–op Co–ordinator for details).

Co-op Model - September Start
  Sept-Dec Jan-Apr May-Aug
Year 1 Semester 1 Semester 2 Work Term

Affiliations and Associations

  • American Marketing Association (AMA)
  • Internet Advertising Bureau of Canada (IAB)
  • The Canadian Professional Sales Association. (CPSA)
  • Canadian Marketing Association (CMA)
  • Greater Toronto Marketing Alliance (GTMA)

Diploma to Degree... and Beyond

Through transfer agreements and institution partnerships, graduates of this Seneca College program may be eligible for credit at the following post-secondary institution(s):


University/CollegeDegrees Available
Davenport University• Any relevant Bachelor or Master of Business Administration


University/CollegeDegrees Available
Griffith University• Master of Marketing

Important Academic Dates

Please take a few moments to view Important Academic Dates for your relevant semester.


Semester 1 Course Name Hrs/Wk
BMK710 Brand Strategy I 4
BMK711 Brand Metrics I 4
BMK713 Advertising and Promotion 4
BMK714 Strategic Project I 1
CRM700 CRM - Process and Patterns I 4
MKM701 Applied Marketing Research 4
Semester 2 Course Name Hrs/Wk
BMK810 Brand Strategy II 4
BMK811 Brand Metrics II 4
BMK812 Integrated Brand Communications 4
MKM915 Digital Marketing 3
MKM916 Interactive Marketing 3
CPP100 Co-op Professional Theory (co-op option only) 1
CPP200 Co-op Professional Practice (co-op option only) 1
Summer Course Name
Co-op Work Term (co-op option only)

Contact Us

For more information, please visit:
Admissions Advisors:
Domestic Admissions Advisor: Doug Hammond
Telephone: (416) 491-5050 Ext. 22808
International Admissions Advisor: Ida Yee
Telephone: (416) 491-5050 Ext. 22405
Registration & Records Advisor:
  Marc Combetto
Telephone: (416) 491-5050 Ext. 77435
Program Contacts:
Program Coordinator: Robert Carroll
Telephone: (416) 491-5050 Ext. 77417
Co-op Coordinator: Sasha Singh
Telephone: (416) 491-5050 Ext. 77622
Program Acting Chair: Margaret Osborne
Telephone: (416) 491-5050 Ext. 77453
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Brand Management Video

Brand Management student Erin talks about her program, professors and plans for the future. Click on image to begin video.

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