The Brand Management concentration is designed to educate participants in how to manage brands and brand-related assets. The concentration in Brand Management will provide the following benefits to participants:  learning how to manage existing brands as well as how to plan, develop, launch, and manage new brands; assessing brand equity; understanding the current branding environment; developing analytic, creative and organizational skills; understanding advertising and promotion management.

The concentration in Brand Management requires the following four courses:  Consumer Behavior (MKT 545), Brand Management (MKT 541), Brand Culture (MKT 542) and Advertising and Promotion Management (MKT 575).  Additional suggested  elective courses include: Precision Marketing (MKT 5290, New Product Management (MKT 537), Effective Business Communication (MKT 576), Sales Organization and Management (MKT 579) and Services Marketing (MKT 590).