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Brand and Marketing Management

Develop a marketing mindset to manage all aspects of a brand or expertly guide general marketing.


The Wisconsin Full-Time MBA curriculum integrates a strong foundation in general management with highly focused preparation in marketing. With the MBA in Business: Marketing: Brand and Marketing Management you will further customize a career path through specific courses, electives, and applied learning opportunities that you can begin as soon as your first semester.

Year 1

First Semester

  • MBA Core
  • Marketing Research
  • Current Topics in Marketing

Second Semester

  • MBA Core (includes summer internship, which can be waived)
  • Marketing Analytics
  • Strategic Brand Management
  • Current Topics in Marketing

Year 2

First Semester

  • Marketing Communications
  • Strategic Pricing
  • Current Topics in Marketing
  • Electives

Second Semester

  • Marketing Consulting Practicum
  • Marketing in the Digital Age
  • New Product Innovation
  • Elective

Applied Learning

MBA students participate in a project while at SC Johnson in Chicago

Learn what issues face industry today

Connect with senior executives at companies such as Microsoft, Procter & Gamble, and Organic Valley. Learn how they manage the challenges of growing a brand through leveraging consumer insight and cross-functional team partnerships, guided by long-term brand strategy.

On Fridays, analyze industry case studies with business leaders and alumni. Topic examples: advertising creative evaluation, product development road maps, and brand profit and loss management.

Four people collaborate on making a large poster

More applied learning activities

  • Develop and evaluate influential advertising
  • Discuss marketing’s role in society and society’s impact on marketing
  • Practice storytelling and presentations with marketing experts in workshops
  • Walk through a company’s problem, develop solutions, and compare/contrast to the company’s approach
  • Create and present a complete digital marketing strategy for a client

Knowledge Centers: Expert Support, Exceptional Connections

A speaker addressing attendees at an advisory board meeting

A dedicated knowledge center, the Center for Brand and Product Management, is backed by industry professionals in brand and marketing management fields and is a unique pillar of the Wisconsin MBA. You gain a strong network in brand and marketing management and close ties to alumni working in your ideal career path.

Participating marketing industry experts and alumni:

  • Guide curriculum
  • Teach applied learning
  • Contribute to the classroom
  • Mentor students
  • Assist with recruiting and placement

Advisory Board

Members of the center’s advisory board have deep ties to industry and consult on curriculum, projects, and networking. See advisory board membership for brand and marketing management.

Kimberly Clark logo
Rebecca joined Kimberly-Clark Corporation in 2008 and has worked in marketing functions across sectors in North America. She then moved to general management as country manager in Panama, then Ecuador. Currently, Dunphey has direct accountability for profit and loss, marketing, product development, engineering, and supply chain with indirect responsibility for customer development, finance, human resources, and procurement.
Rebecca Dunphey
President Personal Care North America, Kimberly Clark

Get To Know Our MBAs

Hear about students’ experiences in the program.

Vicky Schetelich

Connect With Top Employers

Connect with employers through classroom visits, networking events, and applied learning projects. Frequent recruiters:

Intuit logo
Amazon logo
Danone logo
Procter and Gamble logo

Brand and Marketing Management Careers

Common career paths

  • Brand management
  • General marketing management
  • Path to CEO leadership with a marketing orientation

Common job titles

  • Assistant Brand Manager
  • Assistant Marketing Manager
  • Associate Brand Manager
  • Marketing Manager
  • Marketing Strategist
  • Buyer

Your MBA. Your Career Success.

High staff-to-student ratio means you get unlimited support—and exceptional connections—as you step into your ideal career.

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Check out the other marketing pathways