College: Graduate School of Social Sciences

This major focuses on developing effective marketing strategies and branding campaigns. Students acquire skills in market analysis, branding, digital marketing, consumer behavior, and customer relationship management, preparing for careers in marketing, brand management, advertising, and market research.

Learning Objectives:

• Understand the basics of strategic marketing and brand management.
• Develop skills in market analysis, branding, digital marketing, and consumer behavior.
• Learn techniques for creating and executing marketing strategies and branding campaigns.
• Analyze and interpret marketing and branding data.
• Develop critical thinking, problem-solving, and communication skills.

Main Curriculum:

1. Introduction to Strategic Marketing and Brand Management - Overview of key concepts and practices.
2. Market Analysis - Principles and techniques of market research and competition analysis.
3. Branding - Principles and techniques for developing and managing strong brands.
4. Digital Marketing - Principles and techniques of social media, content marketing, and SEO.
5. Consumer Behavior - Principles and techniques for understanding and influencing consumer behavior.
6. Advertising and Promotion - Principles and techniques for developing effective advertising strategies.
7. Customer Relationship Management - Principles and techniques for managing and enhancing customer relationships.
8. Practical Training - Real-world experiences through internships and projects.
9. Graduation Project - Comprehensive project applying skills in market analysis, branding, digital marketing, or consumer behavior.

Assessment Methods:

• Market analysis reports, branding projects, digital marketing campaigns, consumer behavior studies, advertising plans, customer relationship management projects, internship reports, graduation projects, group projects, and presentations.

Recommended Textbooks:

• "Strategic Marketing Management" by Alexander Chernev.
• "Kellogg on Branding" by Alice M. Tybout and Tim Calkins.
• "Digital Marketing" by Dave Chaffey and Fiona Ellis-Chadwick.
• "Consumer Behavior" by Leon G. Schiffman and Leslie Lazar Kanuk.
• "Integrated Brand Promotion Management" by Terence A. Shimp and Gregory T. Grewal.
• "Customer Relationship Management" by Francis Buttle and Stan Maklan.
• "Marketing Research" by Naresh K. Malhotra.

Prerequisites:

Basic knowledge of marketing, business principles, and consumer behavior.

Duration:

Usually 4 years for a Bachelor's degree.

Certification:

Graduates may pursue an MBA with a focus on marketing or specialized certifications in digital marketing or brand management.

Target Audience:

Aspiring marketing managers, brand managers, digital marketers, market researchers, advertising specialists, and related professionals. This major equips students with the skills to excel in strategic marketing and brand management, supporting careers in various marketing and brand-related roles.