Online course in brand management offered by eCornell

The key to the success of any business is the quality of its brand management. Brand perception drives decisions and actions, making brand management one of the most important aspects of business strategy.

Cornell’s online Brand Management Certificate Program is ideal for business and marketing professionals, and provides the essential framework for building, managing, and enhancing a brand.

“This program takes a comprehensive look at brand management, enabling participants to develop a strategic approach to managing their brand,” said Chekitan S. Dev, program co-author and Cornell SC Johnson Professor of Marketing. College of Business. “Understanding and analyzing the purpose of your brand…and how it will succeed is crucial to the long-term success of any business.”

“Every touchpoint with a consumer conveys the meaning of the brand and should build the brand,” said Patti Mandel ’83, MBA ’85, program co-author and guest lecturer at the Charles H. Dyson School of Applied Economics and Management. “This program covers how to develop an in-depth understanding of the brand and the world in which it exists.”

Available online through eCornell, this program will cover critical aspects of brand management. The certificate program consists of six two-week courses:

  • Brand objective
  • brand strategy
  • Brand positioning
  • Brand planning
  • Brand Activation
  • Brand measurement

After completing all six courses, participants earn a brand management certificate from SC Johnson. Visit the eCornell website for more information.

– Bailey Karfelt

Cathy W. Howerton