AMA Brand Management Essentials – January

Pre-Work

Before the course begins, get acquainted with the course platform! This introductory material will allow you to meet your instructor and the other members of the cohort and gain an overview of what the course will cover. 

The pre-work will be available on Wednesday, January 3. 

Brand Management 101

Learn tips to handle the basic blocking and tackling of running a brand. We will start with an overview of the brand planning process and then discuss the various responsibilities under brand management. If you’ve ever wondered if you are properly covering all the right areas in your role and practicing complete brand management, then these lessons are for you.

This week’s online content and assignment will be available on Wednesday, January 10. 

Cross-Functional Partnership

One key challenge of brand management is that you have to direct a wide array of cross-functional peers, but none of them actually report to you. So, how do you get anything done? We will cover each key organizational function and learn how to work best with each key stakeholder. You’ll also get tips and a framework to help you reach out and work better with your peers.

This week’s online content and assignment will be available on Wednesday, January 17.

Live Session

Virtually engage with your instructor and peers to discuss the content and activities covered in the first two weeks.

Brand Positioning

Learn the skills needed to write a clear and effective brand positioning statement —an essential tool that enables breakthrough communications and sets up innovation for success. You’ll leave with a clear framework you can implement immediately or use to improve your current toolset.

This week’s online content and assignment will be available on Wednesday, January 24. 

Evaluation Criteria

Since positioning is such an essential element of a successful strategy, we will spend some additional time diving deeper into the success criteria for positioning. You’ll learn how to tell if your positioning is ready for implementation and, if not, how to improve it to make it even stronger.

This week’s online content and assignment will be available on Wednesday, January 31.

Live Session

Virtually engage with your instructor and peers to discuss the content and activities covered in the last two weeks.

Brand Finance

Brand managers are often accountable for the financial health of the business. But what does that actually mean? Learn how to read and create P&L statements, how to calculate key brand financial metrics, and learn the levers you can pull to unlock financial growth.

This week’s online content and assignment will be available on Wednesday, February 7.

Advertising Value & Measurement

Learn how brands determine the effectiveness of advertising, how to calculate ROI and ROAS, and apply your new financial skills using a fun case study example.

This week’s online content and assignment will be available on Wednesday, February 14.

Final Live Session

It’s time to wrap up the six-week program! Virtually engage with your instructor and peers to discuss the content, assignments and most significant takeaways.