Brand Management at Algonquin College

Boost your own career value while exploring the dynamics of building brand performance.

The one-year Brand Management Ontario College Graduate Certificate program allows you to explore the many facets of brand strategy and management. Leading industry experts share their insights to teach you about the tools and strategies to be more business and brand savvy. Learn to navigate the global, digital and socially-conscious marketplace so that you can build and maintain a company`s most valuable asset - brand equity.

Analyze and plan how a brand will be perceived in the marketplace. Identify the right combination of brand attributes to reflect and deliver on the experience that the consumer has come to expect from the brand. Learn how to use and measure social media brand channels while building brand equity through the management of strategic promotional campaigns. Measure the success of a campaign using brand metrics and tracking tools.

The program has a strong focus on leadership and strategic thinking skills. It considers how to manage a brand in this world`s emerging economies and how to build a socially responsible brand. It also uses a variety of learning opportunities to expand your knowledge, including case studies, classroom and online study, group work and practical industry-related experience.

Employment opportunities in brand management continue to grow both nationally and internationally. Graduates may find employment in the private, public and non-profit sectors in the industry. Specific areas include:

• advertising
• retail
• services
• information technology
• telecommunications
• manufacturing

You may find positions such as:

• assistant brand manager
• brand manager
• brand strategist
• brand marketing manager
• key account manager

SUCCESS FACTORS

This program is well suited for students who:

• Enjoy working in a multi-disciplinary team.
• Are creative, innovative and solution-oriented.
• Possess strong interpersonal skills and are adaptable.
• Are adept at strategic thinking, leadership and decision making.
• Thrive in a fast-paced, competitive and dynamic environment.
• Are highly disciplined and proficient time-managers.
• Work well under pressure.

Careers

Graduates of the program may pursue opportunities as an assistant brand manager, brand manager, brand strategist, brand marketing manager, brand implementation manager, brand strategy manager, key account manager, and product and brand managers. Opportunities exist across regional, national and international markets.

Learning Outcomes

The graduate has reliably demonstrated the ability to:

1. Evaluate brand equity and how it impacts financial performance in order to make strategic brand decisions.
2. Direct brand strategy in unpredictable and complex contexts based on brand intelligence needs, and market research results.
3. Evaluate the feasibility of brand tactics, including launch, extensions, and promotional activities, to deliver results within a financial and organizational framework.
4. Develop and execute a brand strategy to launch a new brand or maintain/revive an existing one.
5. Evaluate the performance of a brand using business analyses and recommend future strategies.
6. Create and deliver brand campaigns which integrate a range of promotional channels using traditional and digital elements.
7. Formulate and apply brand guidelines that ensure successful execution of brand strategies within an organization by managing brand content and designing assets.
8. Develop and execute a project plan and enhance team performance across diverse cultural and industry settings using management techniques.
9. Explore and evaluate factors influencing current branding landscape and future industry trends in Canadian and global marketplace.
10. Manage digital and social media brand channels to engage customers and support brand strategy.
11. Evaluate brand issues, and proactively and reactively maintain and protect brand reputation.
12. Identify and apply discipline-specific practices that contribute to the local and global community through social responsibility, economic commitment and environmental stewardship.

Program Eligibility

• Ontario College Diploma, Ontario College Advanced Diploma or Degree or equivalent.

• Applicants must have successfully completed at least one introductory marketing course from a recognized university or college.
• Applicants with international transcripts must provide proof of the subject specific requirements noted above and may be required to provide proof of language proficiency. Domestic applicants with international transcripts must be evaluated through the International Credential Assessment Service of Canada (ICAS) or World Education Services (WES).
• IELTS-International English Language Testing Service (Academic) Overall band of 6.5 with a minimum of 6.0 in each band; OR TOEFL-Internet-based (iBT)-overall 88, with a minimum of 22 in each component: Reading 22; Listening 22; Speaking 22; Writing 22.