About this Program
You know an iconic brand when you see it — that distinctive look, the emotions it evokes, the customer experience you expect. In today’s dynamic business world, marketing professionals who work in brand management must be ready to bring their adaptability, creativity, analytical skills and leadership to create memorable brands that stand out from the competition.
In this one-course specialization, you’ll learn to build, manage and optimize brands that drive sales and inspire loyalty. We’ll cover a range of brand marketing principles — from brand architecture to brand identity to brand resilience — and you’ll understand how branding and marketing practices work hand-in-hand. You’ll discover what’s unique about managing brands in the digital age, and you’ll delve into brand positioning, brand extensions and other practical techniques to manage brands across a variety of channels and consumer touchpoints.
Designed For
Anyone with some marketing experience who wants to enhance their skills to manage brands and drive brand success.
See Requirements
Admission Requirements
To apply, you must have ONE of the following:
- One year of experience in a marketing role
- Completed any of these programs:
Time Commitment
Including time in class, you should expect to spend about six to eight hours each week on coursework.
English Proficiency
If English is not your native language, you should have advanced English skills to enroll. To see if you qualify, make sure you are at the C1 level on the CEFR self-assessment grid. To learn more, see English Language Proficiency Requirements – Noncredit Programs.
International Students
Because this offering is 100% online, no visa is required and international students are welcome to apply. For more information, see Admission Requirements for International Students.
Technology Requirements
You must have access to a computer, and we recommend a high-speed internet connection.
Earning the Certificate
You earn a certificate of completion by successfully completing all required courses. For more information, see Earning the Certificate.
▸ Explore More: Looking for even more brand-boosting skills? Check out our new Specialization in Social Media Marketing — or find the right marketing program for you.
Skills You'll Gain
- Audience segmentation
- Brand ethics and social responsibility
- Brand positioning strategies
- Brand extension and diversification
- Brand storytelling
- Crisis management
- Customer experience design
- Digital branding
- Global branding
- Integrated marketing communications
Get Real-World Experience
- Develop a comprehensive brand strategy for a chosen company and build components of a complete brand management plan
- Conduct a real-world brand audit and provide actionable recommendations
- Design and execute a social media campaign for a fictitious brand
Career Stats
4%
Projected growth in U.S. demand for skills in brand management (2024-26)
11%
Projected growth in U.S. demand for skills in digital brand engagement (2024-26)
EARN A DIGITAL BADGE
After successfully completing this program, you can claim a digital achievement badge that can be shared on LinkedIn and other social media sites. Learn more about digital badges.
OUR ENROLLMENT COACHES ARE HERE TO HELP
Connect with an enrollment coach to learn more about this offering. Or if you need help finding the right certificate, specialization or course for you, reach out to explore your options.