Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
MarketingProfs Enterprise Solutions
See All »
Schedule of Events
Virtual Conference Series
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
How To Upgrade My Brand Manager Skill Set?
Posted by Anonymous on
12/12/2008 at 12:50 PM ET
I have an MBA from 15 years ago and experience with Marketing, Product, and Brand Management. However, as I start searching for a new position, I'm concerned that my skill set is outdated.
What do you suggest I do to upgrade my skills?
Specific books, specific course topics, and advice on how to improve my quantitative marketing skills would be very much appreciated. As many of you might realize, MBA programs often concentrate on theoretical topics instead of teaching the nuts and bolts of how to analyze brand performance, advertising performance, computing advertising purchases, etc.
The more specific information you can offer, the better.
12/12/2008 at 1:03 PM
Peter, I don't know where you are, but if by chance you are in Chicago, please go to the University of Chicago Graham School website.
You'll see my branding course there under the IMC program.
I teach this successful course for the last 9 years, and so far, I had many business people take it and benefit from it.
I'm sure there are other adult education programs offering many marketing courses, just make sure that a "branding" course is a separate, 100% dedicated course to the subject.
Also, make sure that practitioners are teaching it, and not just people from the academic world.
Get in touch with me off line if you want to discuss further.
12/12/2008 at 3:18 PM
A suggestion, if I may, Peter...for after you've updated your skills, don't stop there. Learning should be a lifelong process. Any day in which you don't learn something new - about your profession, about the world around you, or about yourself, is a day wasted.
It's something worth thinking about...
12/13/2008 at 1:42 PM
If you haven't already, I would suggest that you begin to familiarize yourself with social media sites and tools. Increasingly, brands are being discussed on blogs, social networks such as MySpace and Facebook, and on Twitter. If you are a brand manager, you need to know what and where that conversation is happening, and how to engage the participants.
12/17/2008 at 10:13 AM
I appreciate the responses that I've already received, but none of them seem to really answer the question.
Just a little background, I am currently an Editor of a business magazine and do a large amount of research throughout all business disciplines. In short, I am relatively up-to-date with current management techniques, marketing concepts, social media (Web 2.0), etc.
What I'm missing is more technical know how for analyzing sales, marketing effectiveness, brand performance, how to determine the proper advertising purchases (print / television / radio), and things like that.
I understand segmentation, target market identification, and integrated marketing...but the quantitative aspects of product and brand management need to be updated.
I'm looking for specific courses, articles, books, etc. to help round out my knowledge base. Something that I can actually use in future positions.
BACK TO TOP
Post a Comment
Five Steps to Integrating Your Blog, Social Media, and Email ...
by Joe Griffin
Five Even More Buzzworthy SEO Trends You Need to Know in 2017
by Aleh Barysevich
The State of Social Media in 2016: Platform and Usage Trends
by Ayaz Nanji
How to Use Customer Insight to Create Better Content
by Tom Whatley
Paid vs. Organic Traffic: Which Generates More (and More ...
by Samantha Smith
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with