Academic Catalog
Home 2013-2014 Undergraduate College Catalog Course Offerings Marketing Communications Management (Graduate Program) Courses MKMC 5600: Brand Management (3 cr.)
Up one level Marketing Communications Management (Graduate Program) Courses |
MKMC 5600: Brand Management (3 cr.)
This course focuses on strategic and creative management of brands. It examines how innovative managers create brands that connect with customers by studying customer lifestyles, tapping into cultural meanings, managing customer experiences, and executing brand strategies, including brand naming and visual identity to advertising, new media, retail, packaging, product innovation and service. Specific topics will include: how companies create, capture and sustain competitive advantage through branding and brand equity; the branding process and building a customer relationship; brand building through customer networks; brand valuation and analytics; brand architecture, including building a global brand and brand extensions; brand research and measurement; how to survive a brand crisis; roles and responsibilities of brand managers Class sessions will combine case studies, practical management tools, industry speaker perspectives, and small group exercises. A group term project will tie together all the concepts of the course in an applied challenge. Upon successful completion of this course, students are expected to have learned (a) the creative and strategic nature of branding, (b) the practical frameworks for managing a brand and experience project, and (c) tools for implementing a brand strategy in visual identity, communications and new media. Students are evaluated for their ability to master new concepts, think strategically, and generate truly creative solutions to everyday branding challenges.
Catalog Contents
Click arrowheads to expand or collapse contents
2013-2014 Undergraduate College Catalog
Manhattanville College Mission
Equal Employment Opportunity and Affirmative Action Policy
Brief History of Manhattanville: History and Educational Commitment
Inventory of Undergraduate Programs
Inventory of Graduate Programs
Undergraduate Programs of Study(Majors, Minors & Requirements)
Accounting/Economics/Finance/ Business Management/Marketing
Holocaust and Genocide Studies Program
Latin American Studies Program
Library and Information Studies
Mathematics and Computer Science
Full-Time Undergraduate Degree Requirements
Information and Research Skills
Co-Advisors for Double Majors & First-Year Freshman Policy
Declaration of Major Policy (Effective Fall 2012)
Credit Overload Policy & Graduation Credit Requirements
Academic Integrity & Procedures Regarding Violations of Code of Academic Integrity
Academic Probation and Dismissal Policy
Graduation Participation Requirements
Registration Requirements & Online Student Resources
Official & Unofficial Transcripts
Credit for Course Work from International Institutions
Continuing Manhattanville Students
All Students with External Credits
Matriculated Graduate Students
Conversion of Credits from Quarter to Semester Value
Courses Not Eligible for Transfer
Institutions with which Manhattanville has Established Articulation Agreements:
AP Exam Subjects Accepted by Manhattanville (Minimum Score: 4)
Bachelor Degrees in Accelerated Format
English Language Institute (ELI)
Higher Education Learning Program (HELP)
Manhattanville Advancement Program (MAP)
Manhattanville College Programs
Partnerships with Other Institutions
B.A. Manhattanville College: Pace University, Dyson College of Arts and Sciences: M.S. in Publishing
B.A. Manhattanville College: Boston University Goldman School of Dental Medicine: D.M.D.
B.A. Manhattanville College: New York Medical College: D.P.T. Physical Therapy
B.A. Manhattanville College: New York Medical College: M.S. Speech-Language Pathology
School of Graduate & Professional Studies Programs
Master of Arts in Liberal Studies
Master of Fine Arts in Writing
Master of Science in Marketing Communications Management
Master of Science in International Management
Master of Science in Business Leadership
Certificate in Non-Profit Leadership
Master of Science in Human Resource Management and Organizational Effectiveness
School of Education Graduate Programs
Master of Arts in Teaching/Master of Professional Studies Diploma/Certification
Advanced Certification Programs
Individual Evaluation Certification and Extension Programs
Doctorate in Educational Leadership
Accounting/Economics/Finance/Management/Marketing Courses
Health & Wellness Education Courses
Organizational Management & Human Resource Development (Graduate Program) Courses
Interdisciplinary Studies Courses
Business Leadership (Graduate Program) Courses
Finance (Graduate Program) Courses
MGPS Master of Science Courses (Graduate Program)
Physical Education & Sports Pedagogy (Graduate Program) Courses
Physical Education Courses (Undergraduate)
Sport Business Management (Graduate Program) Courses
International Management (Graduate Program) Courses
Marketing Communications Management (Graduate Program) Courses
Music History & Literature Courses
Political Science & Legal Studies Courses
Vice President for Student Affairs
Office of International Student Services
Student Activities and Organizations
Connie Hogarth Center for Social Action
Full-Time Undergraduate Students Tuition and Fees
Part-Time Undergraduate Students Tuition and Fees
Graduate Students Tuition and Fees
Teacher Education Tuition and Fees
International Student Financial Aid
Satisfactory Academic Progress
Rights and Responsibilities of Scholarship Recipients
Graduate School of Education: Alumni and Graduate Scholarships
District Partnerships and Tuition Discounts
Federal Supplemental Educational Opportunity Grant (FSEOG)
Tuition Assistance Program (TAP)
Satisfactory Academic Progress for TAP Recipients Enrolled in Undergraduate Four-Year Programs
Aid for Part-Time Study (APTS)
Catalog Links