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Carroll School of Management

Brand Management

Product and Brand Management is the very heart of the Marketing discipline.  Brand managers have P&L responsibility to maintain and grow specific products, product lines, and/or brands. They usually operate as part of a small brand-management team, consisting of a brand manager, an associate brand manager, and a brand assistant – sometimes they report in to a group brand manager, but usually a director of marketing.  They have no formal reporting responsibility for, but nonetheless manage a circle of key relationships and functions that surround the brand: advertising agencies, promotion agencies, public relations, package design, product launch, production planning, channel strategy, licensing (e.g., Lucasfilm’s Star Wars), and product design.  A capable brand manager has exceptional strategic, quantitative, interpersonal, and presentation skills and must be comfortable and confident with decision-making and be able to readily bring people to agreement and consensus.  “Brand manager” and “product manager” are parallel titles. Consumer packaged goods companies usually use the title brand manager; technology-oriented companies usually use the title “product manager.’ Another related title is “category manager.”

Types of positions that are of interest to BC undergraduates entering into product management:

  • Marketing Assistant
  • Merchandising Assistant
  • Assistant Product Manager
  • Market Research Analyst



Suggested Courses

  • MKTG3154 Communication and Promotion (Fall/Spring: 3)
  • MKTG2152 Consumer Behavior (Spring: 3)
  • MKTG3158 Product Planning and Strategy (Spring: 3)



Faculty Advisor

Jerry Smith

Jerry Smith
Associate Professor
BA, Brandeis University
MBA, Harvard Business School
DBA, Boston University