Strategic Brand Management

Leading brands depends on knowing consumers and cultures, understanding today's digital spaces, and embracing creative.

In today's global economy — where emerging players are making a crowded marketplace that much more competitive — it takes vision, leadership, salesmanship and organization to move brands forward efficiently, ethically and effectively.

Consumers are changing more (and faster) than ever before. The consumer class is exploding in developing economies. They're more brand-aware than ever. And they expect more than ever from their brands. What do they need to know about your brand? What will move them to listen? That's up to you.

Click to enlarge

If yesterday's consumer was a moving target, today's consumer is a mobile one. They're simultaneously more accessible and more private. They're networking, but only by invitation. They're more socially connected — and more globally concerned. And they're clicking past messages faster than technology can come up with new ways to push information in front of them. So, what advertising needs isn't more gimmicks. We need a way to create messages that translate across media — and a way to harness new and existing technology to change the way consumers interact with brands.

Strategic brand managers understand people first — then carefully choose the available solutions to build meaningful dialogue.

Strategic Brand Leadership Courses:

Research Metrics.

In any business, measuring success is critical. In advertising, it can often mean the difference between the success of a campaign and the loss of a client. Analyze the meaning of words like "relevance" and "engagement." Explore how to tackle measurement across multiple media. This course will focus on the interpretation and application of research information to make decisions about marketing communication strategies. Emphasis will be placed on the use of data as an aid to problem solving and on the need to critically evaluate the quality of different types and sources of data. Addresses why measurement is important. Negotiates the meaning of words like "relevance" and "engagement." Examines how to conduct and assess measurement across multiple media. Discusses the who, what, and why of research metrics and the likely impact of measurement on the evolution of interactive media.

Managing Interactive Campaigns.

Exploration of current interactive tools and technologies, the interactive industry landscape and the resources available; identifying the right interactive tools for the right purpose based on marketing and business objectives; understanding the technologies and tools currently being used; relating interactive initiatives to measurable return on investment; understanding the tracking tools available and interpreting statistical data; budget planning for interactive initiatives; and other topics. The course also explores the issue of how to manage the power of user-generated content in today's complex, integrated media environment. Prerequisite: ADV 6373 Global Immersion.

Advertising Agency Management.

Successful advertising agency management requires a clear understanding of a broad spectrum of issues involved with the business side of running and managing an advertising agency. This course is designed to allow students to acquire an in-depth understanding of the varied responsibilities of agency management professionals in areas such as agency organization, business planning, organizational growth, client relationships, agency business models, agency positioning, business development, financial management and human resources management. Students will come away from the course with the tools necessary to step into an active managerial role at an advertising agency or to better manage their own agency. Prerequisite: ADV 6373 Global Immersion.

Account Planning.

This course is a research-based and consumer-centered approach to strategic development. You'll review both qualitative and quantitative research practices, write strategic briefs, study consumer research, and draft reports that contribute to creative and media planning.