| Program Code: BMK | Campus: Markham |
| Duration: 2 Semesters (8 Months) | Start Dates: Fall Start dates are subject to change |
| Credential Awarded: Ontario College Graduate Certificate | |
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.
Program Eligibility:
Recommended:
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.
Through transfer agreements and institution partnerships, graduates of this Seneca College program may be eligible for credit towards a Masters Degree at the following:
| University/College | Degrees Available |
|---|---|
| Royal Roads University | • Master of Arts – Communications |
| University/College | Degrees Available |
|---|---|
| Centenary College | • Master's in Business Administration (MBA) |
| Davenport University | • Any relevant Bachelors or Master of Business Administration |
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.
| Semester 1 | Subject Name | Hrs/Wk |
|---|---|---|
| BMK710 | Brand Strategy I | 4 |
| BMK711 | Brand Metrics I | 4 |
| BMK712 | Leadership, Teamwork and Career Development | 4 |
| BMK714 | Strategic Project I | 1 |
| BMK803 | Managing Brands in a Service Economy | 4 |
| PRM700 | Project Management | 3 |
| Semester 2 | Subject Name | Hrs/Wk |
| BMK810 | Brand Strategy II | 4 |
| BMK811 | Brand Metrics II | 4 |
| BMK812 | Integrated Brand Communications | 4 |
| BMK814 | Strategic Project II | 4 |
| CRM700 | CRM - Process and Patterns I | 4 |
| Program Coordinator: | Stacia Rubinovich Telephone: (416) 491-5050 Ext. 7639 Email: stacia.rubinovich@senecac.on.ca |
| Program Chair: | Angela Zigras Telephone: (416) 491-5050 Ext. 7531 Email: Angela.Zigras@senecac.on.ca |
| Admissions Advisor: | Angela Li Telephone: (416) 491-5050 Ext. 2036 Email: angela.li@senecac.on.ca |
| Registration & Records Advisor: | Ingrid Huizing Telephone: (416) 491-5050 Ext. 7435 Email: ingrid.huizing@senecac.on.ca |
Seneca College of Applied Arts and Technology