The BCM concentration focuses on how to effectively, meaningfully and uniquely position brands in a competitive market place both in B2C and B2B contexts. You will learn to analyse communication models, customer relationships and strategic brand touch points.

The BCM concentration offers you a mixture of theory, research methods, analytical tools and decisions models to help you learn to build, measure and manage brands across all their touch points.

When you are working with brands, it is important to not only understand the concept of brand equity that comes from both traditional evaluations of brands (goodwill value and value that is created by the brand’s market position), but also the value that arises from consumers’ psychological associations, emotional relations and social media interaction with the brand.

Career Opportunities
Upon graduation, you will be well prepared to work in managerial positions at the assistant brand manager level in marketing companies and consulting agencies as well as advertising agencies, market research companies, branding consultancies or business consulting companies.