In collaboration with the VCU School of Business, Brandcenter now offers a Brand Leadership concentration within VCU’s Evening MBA program.
The Brand Leadership concentration consists of courses taught by Brandcenter faculty members and provides valuable skills in creative problem-solving and brand management, crucial for leadership roles across industries. Concentration courses address practical frameworks for integrated marketing communications, in addition to helping students understand the balance of art and commerce in brand management.
Any eligible VCU graduate students may take these courses as electives. Those who are also eligible to declare the concentration in the Evening MBA may do so upon completing any three of the four courses.
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Brandcenter Evening MBA Courses:
BRND 620: Brand Design for Brand Managers
Building student understanding of the role of design in its various forms within the marketing mix. Focused on design theory and covers all aspects of design and platforms and how consumers perceive brand essence.
BRND 638: Brand Engagement
Enhancing consumers’ brand experience. Students explore interactive ways to engage consumers. Core aspects of the future of the Web are explored. Students will be familiar with current engagement techniques, and they will create new ways to connect with consumers. Emphasis on the creation of ideas of sufficient scope as to become the basis for ad campaigns covering many platforms, especially including the Web.
BRND 639: Cultural Impact: Advanced Account Planning
Identify a cultural issue that can impact business results and formulate a hypothesis for investigating the issue. Students gain experience in identifying a research need, in developing a research plan and methodology and in fielding the plan. After research, students get experience determining what they have learned and knowing what it means to the client.
BRND 651: Creative Thinking
Focuses on developing the creative skills necessary for solving advertising communication problems. Enables students to maximize and strengthen creative abilities through lecture, brainstorming sessions and team-oriented strategy sessions focusing on real case projects.
BRND 677: The Business of Branding
Requires students to develop ideas ranging from strategic to tactical and from rational to emotional. Students will be called on to develop and examine ideas that differentiate brands, build sales and affect market share. The new business process will be considered and successful presentation techniques will be evaluated. Ethical considerations faced by industry practitioners will be explored.
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