This graduate track prepares students to lead product portfolios and brand strategy at the enterprise level. Coursework covers brand equity management, product innovation strategy, and the market positioning decisions senior brand leaders make across a product portfolio.
Graduates leave prepared to direct brand management functions, lead product portfolio strategy, and advise executive teams on brand and product decisions. The one-year, cohort-based format is designed for working professionals ready to advance into senior brand leadership roles.
BA 019Sales and Sales Management
Building and leading high-performing sales organizations that consistently convert strategy into revenue.
- Sales force structure and territory design
- Personal selling techniques and negotiation
- Sales forecasting and performance management
BA 254Advanced International Advertising
Examining how advertising campaigns are adapted, coordinated, and measured across diverse global markets.
- Cross-cultural message adaptation
- Global media planning and regulation
- Standardization versus localization strategy
BA 787Advertising Management
Managing the planning, execution, and evaluation of advertising campaigns within a broader marketing strategy.
- Campaign objective setting and budgeting
- Agency relationship management
- Advertising effectiveness measurement
BA 826Internet Advertising
Exploring the strategy, technology, and metrics behind advertising delivered through digital and online channels.
- Programmatic buying and ad exchanges
- Search, display, and social ad formats
- Digital campaign analytics and attribution
BA 853Marketing Management
Developing the analytical and strategic skills needed to plan, execute, and evaluate marketing programs.
- Market segmentation and positioning
- Product, price, place, and promotion decisions
- Marketing plan development and control
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Specialist Courses
5 Courses
PBM 619Brand Equity Management
Covers building and protecting long-term brand equity.
- Measuring brand equity
- Protecting brand equity over time
- Extending brand equity into new categories
PBM 663Product Innovation Strategy
Covers building an innovation pipeline for new products.
- Innovation pipeline management
- Evaluating new product concepts
- Balancing innovation risk and investment
PBM 729Product Portfolio Management
Covers managing a full portfolio of products across a brand.
- Portfolio prioritization frameworks
- Balancing product portfolio investment
- Aligning portfolio with brand strategy
PBM 791Global Brand Strategy
Covers managing brand consistency and adaptation across global markets.
- Global brand consistency strategy
- Adapting brands for local markets
- Coordinating global brand governance
PBM 857Executive Brand Leadership
Prepares students to lead brand and product strategy at the executive level.
- Leading a brand management organization
- Presenting brand strategy to executives
- Driving brand performance across a portfolio
$60,000
Total Program Cost
Fees are billed per term and are subject to change. Financial aid, scholarships, and flexible payment plans are available to students who qualify.
Explore Financial Aid
Admission requires Bachelor's Degree or equivalent.
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Submit Your Application
Complete the online application with your basic and academic details.
An admissions advisor reviews your application and any transfer credit.
Receive your decision, complete enrollment, and start your first term.
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