Brand Management: At the highest level, Brand Managers supervise the marketing function for a specific brand of a consumer product. Initially, Assistant Brand Managers work on a more limited range of duties for a brand.
Marketing Management: Marketing Managers are involved in the broad marketing function for an organization, including branding. This career path is more closely associated with business-to-business marketing and services marketing, with the latter including organizations in the financial services, airline, non-profit, and government sectors.
Marketing Research: Marketing researchers are responsible for the marketing information function of an organization. They collect, analyze, and interpret data regarding marketplace trends and preferences in support of marketing decision-making. Positions may be within a corporation or in a market research firm or advertising agency.
Skills Desired:
Critical, detail-oriented thinking, with strong analytical skills. Some areas reward creativity, but ability to analyze and interpret data is equally important. Increasingly, candidates entering brand management are expected to possess in-depth financial analysis skills. Organizational skills are critical for complex projects. Currently, one of the most desirable combinations is that of marketing and finance. All employers seek leadership skills and the ability to work in teams. Strong oral and written communication skills are also desirable. Personal computer proficiency and information technology skills are recommended.
* Brand managers need, in addition to analytical skills, background in supply chain and marketing strategy.
* Marketing managers should have an understanding of the products or services they will be selling. Strong interpersonal skills help with developing ongoing customer relationships.
* Marketing research requires collecting and interpreting data from consumers, so an understanding of consumer behavior and interpersonal communication is helpful. The analysis of the data requires quantitative skills, while communicating results to management utilizes written and oral communication.
Job Titles:
Marketing Research Marketing Research Analyst
Marketing Research Manager
Part-Time MBA Program Portfolio Information Sessions
Graduate Business Career Center: Panels on MBA Career Options
Recruiting: In recent years, 25% of Carlson School placement have been described as marketing jobs. Of the companies looking for marketing students, 20 – 25% are brand, 65% are business to business, and the remaining 10% are business to consumer related. Graduates typically find positions in manufacturing, medical technology, financial services, and the retail industries. Marketing research and marketing services/advertising positions are also taken. Students can learn about the many types of marketing by meeting with fellow students and alumni as well as the numerous practitioners who are brought to the Carlson School to share their experience and expertise with students.
Brand Week magazine
This is the leading weekly magazine covering marketing topics including hot promotional campaigns and recent product launches. Brand strategies are also highlighted.
Advertising Age
Career Information Guides Available in the GBCC
Carlson Affiliations:
Carlson Marketing Network
The primary mission of the Carlson Marketing Network is to provide Carlson School of Management students an opportunity to gain skills, knowledge and experience necessary to enter into the field of marketing.
Brand Matters Speaker Series
Brand Matters Speaker Series is presented quarterly in sponsorship with Yamamoto Moss and Twin Cities Business Monthly. The speaker series is a unique forum that provides insights into the world of branding. Each 90-minute event features an expert with firsthand knowledge of branding. These events provide an excellent forum for networking with marketing professionals.
Professional Affiliations:
American Marketing Association (AMA)
Founded in 1937 as a professional not-for-profit organization for marketers, the purpose of the AMA is to promote education and assist in the personal and professional career development among marketing professionals, and to advance the science and ethical practice of marketing disciplines. The Twin Cities hosts a very active chapter that provides many professional development and networking opportunities through workshops, meetings and seminars.
FINA 6241 Corporate Finance Analysis and Decisions (4 cr)
Strategy
MGMT 6031 Industry Analysis and Competitive Strategy (4 cr)
MGMT 6032 Strategic Alliances (2 cr)
MGMT 6040 Globalization, Technology, and International Management (2 cr)
International Business
IBUS 5120 Vienna Seminar (4 cr)
Accounting
ACCT 6100 Financial Statement Analysis (4 cr)
Operations
OMS 6051 Service Management (2 cr)
MIS
IDSc 6442 Electronic Auctions and Exchanges (formerly: Technologies for B2B E-Commerce) (2 cr)
IDSC 6490 Special Topics: Information-Based Goods in the Network Economy (2 cr)
Career Path: Marketing Research
Highly Recommended Courses
IDSC 6490 Special Topics: Business Intelligence (2 cr)
MKTG 6051 Marketing Research (4 cr)
MKTG 6055 Buyer Behavior (4 cr)
OMS 8652 Regression Analysis (3 cr)
IDSc 6442 Electronic Auctions and Exchanges (formerly: Technologies for B2B E-Commerce) (2 cr)
IDSc 6471 Knowledge Management (2 cr)
IDSc 6481 Managerial Decision Making (2 cr)
IDSC 6490 Special Topics: Information-Based Goods in the Network Economy (2 cr)
Operations
OMS 6051 Service Management (2 cr)
OMS 6059 Quality Management and Six Sigma (4 cr)
Remember:
Employers want more than functional skills. To differentiate yourself, consult the document Building Your Portfolio . There you will find suggestions for additional classes that can add international exposure, provide a strategic framework and build entrepreneurial skills, among others.