Certificate in Brand and Reputation Management

16.0 quarter credits

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 Certificate in Brand and Reputation Management introduces the concept of the product 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. This project will be an analysis of an "real-life " company and its corporate brand and reputation management. The topic and scope of the project must be approved by the Academic Director of the Center for Corporate Reputation Management. Completed projects will be orally presented by the student to a team comprised of Marketing Department faculty for evaluation in a pass/fail manner.

Requirements
COM 280	Public Relations			3.0
MKTG 322	Advertising and Integrated Marketing Communications			4.0
MKTG 362	Brand and Reputation Management			4.0
MKTG 363	Brand and Reputation Management Project*			1.0
*Taken upon the completion of all other requirements.
Students must complete one (1) course from the following options, depending upon career interests:
MKTG 324	Marketing Channels and Distribution Systems			4.0
MKTG 347	New Product Development and Marketing			4.0
MKTG 348	Services Marketing			4.0
MKTG 356	Consumer Behavior			4.0
	A course from outside the LeBow College of Business in a related field, with the approval of the Academic Director of the Center for Corporate Reputation Management			var.