Brand Management (BMK)

This Seneca program has been validated by the Credential Validation Service as an Ontario College Credential as required by the Ministry of Colleges and Universities.

As a graduate, you will be prepared to reliably demonstrate the ability to:

• Develop a brand strategy to meet an organization's consumer and business objectives and build brand equity.
• Evaluate the feasibility of a new product, concept, idea or service opportunity in a local, national or international market using established industry metrics and qualitative assessments.
• Evaluate brand performance through qualitative and quantitative analysis to inform and recommend future strategies.
• Measure brand equity and its financial value to an organization using industry standard methodologies to make evidence-based brand strategy decisions.
• Develop a brand communication strategy, inclusive of digital and social media channels, that is cost-effective and integrates all internal and external communication elements to achieve reach, frequency, and return on investment goals.
• Apply the principles of business values and ethics, and corporate social responsibility to brand marketing strategies and tactics to address issues of inclusivity, diversity, regulatory, legal and privacy and to protect brand and corporate reputation.
• Apply an internal branding framework to ensure successful and consistent application of brand strategies with an organization.
• Apply creative problem-solving skills to complex brand issues and problems.
• Create professional documents and presentations in a variety of formats to effectively communicate brand strategies and tactics to stakeholders.
• Evaluate marketing communication creative and content to ensure it is relevant and engaging with customers while delivering on the brand’s strategy.
• Interpret current issues and future trends in the Canadian and International marketplace with respect to consumers, marketing, branding, and emerging marketing technologies.
• Analyze consumer and customer behaviour to gain insights to create brand building strategies and tactics.
• Recommend brand tactics, including product, price, channel, communication and media, to deliver results within brand strategy, financial, including return on investment (ROI), and organizational requirements.
• Use financial and marketing metrics to analyse, interpret, and improve brand and company performance.