Brand Management involves all aspects of the marketing curriculum as part of the daily job responsibilities. Given that most brand management positions focus on consumer packaged goods or the jobs tend to be consumer-focused, it is important for interested students to become well grounded in consumer behavior theory and its applications to practice. In particular, brand management requires a strong training in consumer psychology combined with training in quantitative research and financial modeling. Brand managers typically are responsible for decisions regarding advertising, pricing, and distribution. In addition, brand managers typically have profit and loss responsibility for their product(s).
High Tech Marketing
Marketing High Technology products combines basic marketing concepts (product, price, distribution, marketing communication and promotion pricing) with aspects that are unique to “new-to-the-world” products. These include time-based diffusion, target marketing to cross the chasm, network effects (e.g. Metcalf’s Law), rapid cost declines (e.g., Moore’s Law), information goods (no variable cost, just fixed costs) versus industrial goods (mainly variable costs), product bundling and versioning. Students preparing for careers in marketing high-technology products such as hardware and software, biotechnology, nanotechnology, and other emerging opportunities should establish a strong base in the two core marketing classes, and then build upon that foundation with the strongly recommended and other suggested electives. It is also recommended that students consider a course in information economics.