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Marketing Communications Management

For many companies their brand has become one of their most important assets. The concept of branding is becoming more proliferate, making branding not only a business-to-consumer matter, but increasingly a key element in the value proposition in business-to-business and business-to-government contexts.

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"Effective marketing communication must begin with an understanding of brands and branding strategy, then build upon that understanding to drive brand success. The MCM programme really understands and reflects this, providing students with the necessary background and tools they will need as managers to make it happen."

Prof. Larry Percy, teacher at the MCM programme

Brands and External Communication

The MCM concentration is specifically aimed at those, who would like to work strategically with brands and external communication. The concentration provides the framework to understand, how brands are created and, importantly, how they are managed. In contrast to many traditional concentrations, this concentration studies the relationship between product brands and corporate brands as well as between brand equity and brand value.

You will be supplied with a mixture of analytical tools and decision-oriented models, primarily associated with the role communications play in developing strong relations between consumers and brands. You will be able to test these using multiple real-life cases based directly on business experience.

Thinking and Planning Strategically

The concentration provide graduates with the ability to think and plan strategically as well as to transform strategies into practical marketing programmes. You will also learn how to analyse complex problems, for example, by using different qualitative and quantitative analytical tools and decision support systems.

Furthermore, you will be taught how to apply information and knowledge to support branding and communication decisions, as well as how to analyse and manage the entire brand value chain process.

Would you like to learn more about the other concentrations? Then return to the website of Cand.merc.



Sidst opdateret af Communications & Marketing 12.01.2009