Brand Management

Brand Management Opportunities in the Marketing Major

Gain a flexible foundation to hit the ground running and pursue your passions

Interested in a marketing career that focuses on the strategies behind what makes brands successful? Marketing students at the Penn State Smeal College of Business will enhance their portfolios for career opportunities in branding and brand management as a part of the Strategic Insights and Analytics specialty track in the marketing major.

Employment of advertising, promotion, and marketing managers is expected to grow significantly by 2026

Smeal marketing majors entering the workforce after school secure competitive starting salaries which are dependent on industry, location and company. Many alums become managers and executives later in their careers. 

Smeal Marketing Alumni in Brand Management

Some of our Marketing Alumni that built careers in Brand/Product Management are, but not limited to:

• Associate and Assistant Brand Managers

• Director of Consumer Marketing

• Global Product Line Manager

• Marketing/Customer Development Manager

• Product Specialist

• Senior Analyst

• Senior Manager, Product Marketing

• Marketing manager and senior management roles in the aforementioned roles

Core Courses in Brand Management

• MKTG 472 (3): Strategic Brand Management This course investigates how to create profitable brand strategies by building, measuring, and managing brand equity. Theories and practical tools will address the following questions: How does branding influence purchase and consumption? How can firms build brand equity? How should brand equity be measured and managed over time? How should firms manage brands in a brand portfolio? How can firms leverage brand equity? 

• MKTG 497 (3): Penn State Prime Practicum Penn State Prime gives students the opportunity to gain hands-on project management skills in advertising and brand marketing in the fall. They may apply these skills in a spring practicum course mentored by ad agency executives and brand managers. Students may apply during the fall for the spring semester course; email Professor Jennifer Coupland.

Opportunities Outside the Classroom

Penn State Prime

Penn State Prime Student Club and Practicum Course (MKTG 497A) - Penn State Prime gives students the opportunity to gain hands-on project management skills in advertising and brand marketing. Stu

dents participate in workshops, case competitions, and networking sessions. They may apply these skills in a spring practicum course mentored by ad agency executives and brand managers.

• Penn State Prime Instagram

• Penn State Prime Facebook

Penn State American Marketing Association (PSAMA)

The mission of PSAMA is to provide its student members with real-world business experience; not just limited to the fundamentals of marketing, but also exploring all professional and rudimentary skills of business. Through personal and professional development, networking and leadership, PSAMA offers its members the vital prerequisites needed for any undergraduate to make a comfortable transition to the workforce.

Learn more about the Business Development and Sales specialty track or the Strategic Insights & Analytics specialty track in the .