Certificate in Brand and Reputation Management

About the Program

In the increasingly competitive and volatile global marketplace, brand and reputation management have gained considerable interest and importance in organizations including corporations, non-profits, and those in the public sector.

The Brand and Reputation Management certificate program introduces the concept of the product, personal, and/or corporate brand, the components that make up a good brand, and how to develop brand strategies that are appropriate for various types of organizations. Students will also learn about the various stakeholders that impact or enhance an organization's ability to build its brand and reputation, as well as learn to analyze the business environment in order to identify a desired image, to create brand positioning strategy, and to develop and nurture the positive perception of a product, organization, individual, or place.

Following the completion of all other required courses, all students must also complete an "honors" project as part of MKTG 363 Brand & Reputation Management Project. The topic and scope of the project must be approved by the department head in the Department of Marketing. Completed projects will be a written project submitted to the department head of Marketing for evaluation in a pass/fail manner.

Program Requirements

COM 181Public Relations Principles and Theory3.0
MKTG 322Advertising & Integrated Marketing Communications4.0
MKTG 362Brand and Reputation Management4.0
MKTG 363Brand & Reputation Management Project *1.0
Students must complete one course from the following options, depending upon career interests:4.0
Marketing Channels and Distribution Systems
New Product Development
Services Marketing
Consumer Behavior
Or a course from outside the LeBow College in a related field, with the approval of the Department Head in the department of Marketing.
Total Credits16.0

Taken upon the completion of all other requirements.

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