Brand Management

Program Description

A brand resides in the minds of consumers. It is developed over time through the actions and interactions of firms, consumers, and other market participants. Brand Management involves analyzing all aspects of a brand and then devising a strategic brand plan in order to build brand equity. Brand Managers are responsible for not only sales and profitability for their brand, but also for building brand equity and value over time. All brands need to be managed - both in the product and service sector.

This program will focus on providing students with the skills and knowledge required to develop and execute a successful brand strategy. Pivotal to effective brand strategy is a strong customer focus, an analytical orientation and an interactive approach. All of these elements will be incorporated into this program. A variety of instructional styles are used, with a heavy emphasis on case study and field work. Students in this program have prior training/education/experience in one or more of marketing, sales, psychology, economics, management, or mathematics. Students are encouraged to leverage this prior education and experience as they work together to develop strategy.

Admission Requirements

Program Eligibility:

• A degree or three-year diploma from a recognized college/university and/or mature student status with 3 to 5 years of documented, related work experience.
• English proficiency at the college level.

Recommended:

• It is recommended that students have basic proficiency in College English and Mathematics, personal computer applications, including: word processing; spreadsheets; presentations; and an introductory marketing course.

Your Career

Graduates from this program are prepared for positions such as Assistant Brand/Product Manager, Brand Consultants, and Brand Strategists in the growing service and product sectors. Positions can be found on the product side, as well as the service side of business and marketing.

Affiliations and Associations

• The Interactive Advertising Bureau of Canada
• The American Marketing Association
• The Canadian Marketing Association Greater Toronto Marketing Alliance

Diploma to Degree... and Beyond

Through transfer agreements and institution partnerships, graduates of this Seneca College program may be eligible for credit towards a Masters Degree at the following:

Canada

U.S.

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.

Curriculum

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