Question

Topic: Branding

How To Upgrade My Brand Manager Skill Set?

Posted by Anonymous on 12/12/2008 at 12:50 PM ET 125 Points
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 However, as I start searching for a new position, I'm concerned that my skill set is outdated.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.

Thanks!
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RESPONSES

  • Posted by ilan on 12/12/2008 at 1:03 PM Accepted
    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.
    Good luck,Ilan
  • Posted on 12/13/2008 at 1:42 PM Accepted
    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.

    Mack
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