Brand Management

Interested in a marketing career that focuses on the strategies behind what makes brands successful? Learn about opportunities in brand management with classes and real-world projects to prep for internships and entry-level career opportunities.

 group photo of marketing students from Prime practicum class after their presentations to Lipton brand

Photo of original MKTG 497 - Penn State Prime Practicum course in spring semester 2017.

Brand Management Opportunities in the Marketing Major

Gain a flexible foundation to hit the ground running and pursue your passions

Interested in a marketing career that focuses on the strategies behind what makes brands successful? Marketing students at the Penn State Smeal College of Business will enhance their portfolios for career opportunities in branding and brand management as a part of the Strategic Insights and Analytics specialty track in the marketing major.

Employment of advertising, promotion, and marketing managers is expected to grow significantly by 2026

Smeal marketing majors entering the workforce after school secure competitive starting salaries which are dependent on industry, location and company. Many alums become managers and executives later in their careers.  More on career options and salary statistics of marketing careers and Smeal marketing graduates.

 

Smeal Marketing Alumni in Brand Management

Some of our Marketing Alumni that built careers in Brand/Product Management are, but not limited to:

  • Associate and Assistant Brand Managers
  • Director of Consumer Marketing
  • Global Product Line Manager
  • Marketing/Customer Development Manager
  • Product Specialist
  • Senior Analyst
  • Senior Manager, Product Marketing
  • Marketing manager and senior management roles in the aforementioned roles

 

Core Courses in Brand Management

MKTG 472: Strategic Brand Management (3) - This course investigates how to create profitable brand strategies by building, measuring, and managing brand equity. Theories and practical tools will address the following questions: How does branding influence purchase and consumption? How can firms build brand equity? How should brand equity be measured and managed over time? How should firms manage brands in a brand portfolio? How can firms leverage brand equity? 

MKTG 497: Penn State Prime Practicum (3) - Penn State Prime gives students the opportunity to gain hands-on project management skills in advertising and brand marketing in the fall. They may apply these skills in a spring practicum course mentored by ad agency executives and brand managers. Students may apply during the fall for the spring semester course; contact Professor Jennifer Coupland.

Full Marketing Course List and Descriptions offered at the Smeal College of Business

 

Opportunities Outside the Classroom

Penn State Prime

marketing students pose for a picture outside of a business on a trip for the prime club

About Penn State Prime: Student club and a practicum course (MKTG 497)

Penn State Prime gives students the opportunity to gain hands-on project management skills in advertising and brand marketing. Students participate in workshops, case competitions, and networking sessions. They may apply these skills in a spring practicum course mentored by ad agency executives and brand managers.

Penn State Prime Instagram

Penn State Prime Facebook

 

Penn State American Marketing Association (PSAMA)

Picture of Penn State chapter of the American Marketing Association club at the national conference.

PSAMA earned the AMA International Chapter of the Year award in 2020-21

About PSAMA

The mission of Penn State AMA is to provide its student members with real-world business experience; not just limited to the fundamentals of marketing, but also exploring all professional and rudimentary skills of business. Through personal and professional development, networking and leadership, PSAMA offers its members the vital prerequisites needed for any undergraduate to make a comfortable transition to the workforce.

 

 

Learn more about the Business Development and Sales specialty track or the Strategic Insights & Analytics specialty track in the marketing major at Smeal.