Faculty: Graduate School of Social Science This major focuses on developing effective marketing strategies and branding campaigns. Students gain 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 fundamentals of strategic marketing and brand management. - Develop skills in market analysis, branding, digital marketing, and consumer behavior. - Learn techniques for creating and implementing marketing strategies and branding campaigns. - Analyze and interpret marketing and brand data. - Develop critical thinking, problem-solving, and communication skills. **Major Outline:** 1. **Introduction to Strategic Marketing and Brand Management** - Overview of key concepts and practices. 2. **Market Analysis** - Principles and techniques for market research and competitive analysis. 3. **Branding** - Principles and techniques for developing and managing strong brands. 4. **Digital Marketing** - Principles and techniques for 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 (CRM)** - Principles and techniques for managing and enhancing customer relationships. 8. **Practicum** - Real-world experiences through internships and projects. 9. **Capstone 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, CRM projects, practicum reports, capstone 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. - "Advertising and Integrated Brand Promotion" by Terence A. Shimp and Gregory T. Grewal. - "Customer Relationship Management" by Francis Buttle and Stan Maklan. - "Market Research" by Naresh K. Malhotra. **Prerequisites:** Basic knowledge of marketing, business principles, and consumer behavior. **Major Duration:** Typically 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 needed to excel in strategic marketing and brand management, supporting careers in various marketing and brand-related roles.