Brand Management

Overview

The concentration in Brand Management will help prepare you for careers in the general management of integrated marketing campaigns in support of brands and products. Brand management is a discipline that leverages qualitative and quantitative insights to define a brand’s positioning and ensure that the brand’s health and competitive position is actively maintained through programs that balance elements of the marketing mix - promotions, place, price, and product.

 

Where to play

Brand managers identify target markets and define profitable customer groups, through a deep understanding of consumer needs and behaviors and the salience and relevance of a brand’s value proposition.

How to win

Brands create and capture value through their desirability to consumers, and their differentiation from competitors. Brand managers develop, deploy and monitor strategic marketing plans to communicate and deliver the brand’s promise.

Requirements

Concentration: Brand Management

Students select four courses (12 credits) from any one concentration; or three courses from one concentration and one from either of the other concentrations; or may select with advisement, one (three-credit) course in a related field from another NYU School of Professional Studies graduate program.