|Duration:||2 Semesters (8 Months)|
|Start Dates:||Fall, |
Start dates are subject to change
|Credential Awarded:||Ontario College Graduate Certificate|
Brand Management involves understanding all aspects of a brand and then devising a plan in order to build brand equity. Seneca’s Brand Management graduate certificate program will focus on providing you with the skills and knowledge to develop and execute successful brand strategies that are focused on consumers. You will learn from a range of instructional styles, have an opportunity to work on case studies and build relationships with industry professionals through industry/association field work or optional co–op. The faculty encourages you to leverage your background in marketing, sales, psychology, economics, management, or mathematics to develop strategies with your peers.
Program Learning Outcomes:
As a graduate you will reliably demonstrate the ability to:
- Develop a strategic brand equity business plan based on an accurate analysis of a business situation.
- Evaluate the customer environment for new and existing brands and build this customer focus into brand strategy in unpredictable and complex contexts.
- Evaluate the feasibility of a new brand launch.
- Develop and execute a new brand launch plan.
- Evaluate the performance and situation of a brand for the purpose of recommending future strategies.
- Measure the value of a brand to an organization using industry standard methods.
- Develop a communication strategy which integrates all communication elements – traditional and interactive.
- Evaluate the impact of legal and privacy issues on the success of a brand.
- Apply an internal branding framework to ensure successful application of brand strategies with an organization.
- Apply creative problem solving skills to complex brand issues and problems.
- Develop, deliver and coordinate a variety of presentations.
- Develop and execute a project plan using project management techniques and software.
- Conceive, write, design, edit, and produce marketing communication materials using industry-standard technology.
- Evaluate current issues in branding and changes in the current Canadian marketplace with respect to branding.
- A recognized degree with a specialization in a marketing related discipline (eg. commerce, economics, statistics, social psychology, cultural anthropology) from an accredited institution; OR
- Mature Student Status (age 19 or older) with 3 to 5 years of documented work experience in a related field. Relevant references must be provided.
- English proficiency at the college level.
- Students with a recognized degree from an accredited institution, who lack marketing-related courses, are encouraged to apply for the Marketing Management Graduate Certificate.
The Importance of Learning Skills:
Student success in college requires well developed learning skills (such as being able to work independently, participate in a team, be well–organized, develop good work habits, and show initiative). These skills are as important as prior academic achievement. While it is expected that applicants would have developed these skills through previous education and life experiences, Seneca offers support to assist students with further development of these important skills. Seminars, workshops and tutoring are available at Seneca's Learning Centres.
Brand Management is one of the major factors in any company’s success. As a graduate from Seneca’s Brand Management program, you’ll be prepared for a wide range of rewarding careers. Positions of employment may include: assistant brand/product managers, brand consultants, brand strategists, and assistant marketing manager in the growing service and product sectors. You may also find your career on the product and service side of business and marketing.
Co-operative Education Program
During the first semester, you’ll have the opportunity to apply for admission to the co–op option. Co–op provides you with the opportunity to secure a paid work–term at the end of semester two. It also allows you to benefit from a combination of classroom learning and real–world experience. Please note that you will have a shared responsibility for securing employment opportunities and must meet co–op entrance requirements in order to be considered (see Student Advisor or Co–op Co–ordinator for details).
|Co-op Model - September Start|
|Year 1||Semester 1||Semester 2||Work Term|
Affiliations and Associations
- American Marketing Association (AMA)
- Internet Advertising Bureau of Canada (IAB)
- The Canadian Professional Sales Association. (CPSA)
- Canadian Marketing Association (CMA)
- Greater Toronto Marketing Alliance (GTMA)
Diploma to Degree... and Beyond
Through transfer agreements and institution partnerships, graduates of this Seneca College program may be eligible for credit at the following post-secondary institution(s):
|Davenport University||• Any relevant Bachelors or Master of Business Administration|
|Griffith University||• Master of Marketing|
|BMK710||Brand Strategy I||4|
|BMK711||Brand Metrics I||4|
|BMK713||Advertising and Promotion||4|
|BMK714||Strategic Project I||1|
|CRM700||CRM - Process and Patterns I||4|
|MKM701||Applied Marketing Research||4|
|Semester 2||Course Name||Hrs/Wk|
|BMK810||Brand Strategy II||4|
|BMK811||Brand Metrics II||4|
|BMK812||Integrated Brand Communications||4|
|CPP100||Co-op Professional Theory (co-op option only)||1|
|CPP200||Co-op Professional Practice (co-op option only)||1|
|Co-op Work Term (co-op option only)|
|For more information, please visit: www.senecacollege.ca/school/mediamarketing|
|Domestic Admissions Advisor:||Doug Hammond
Telephone: (416) 491-5050 Ext. 22808
|International Admissions Advisor:||Susan Gao
Telephone: (416) 491-5050 Ext. 22365
|Registration & Records Advisor:|
Telephone: (416) 491-5050 Ext. 77435
|Program Coordinator:||Robert Carroll
Telephone: (416) 491-5050 Ext. 77417
|Co-op Coordinator:||Sasha Singh
Telephone: (416) 491-5050 Ext. 77622
|Program Acting Chair:||Margaret Osborne
Telephone: (416) 491-5050 Ext. 77453