AMA Brand Management Essentials – August
Online | 6 Weeks | Intermediate
Pre-Work
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, July 26.
Wednesday, August 2 - August 8
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, August 2.
Wednesday, August 9 - August 15
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, August 9.
Tuesday, August 15 (CT)
Live Session
Virtually engage with your instructor and peers to discuss the content and activities covered in the first two weeks.
Wednesday, August 16 - August 22
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, August 16.
Wednesday, August 23 - August 29
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, August 23.
Tuesday, August 29 (CT)
Live Session
Virtually engage with your instructor and peers to discuss the content and activities covered in the past two weeks.
Wednesday, August 30 - September 5
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, August 30.
Wednesday, September 6 - September 12
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, September 6.
Tuesday, September 12 (CT)
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.
Will the live sessions be recorded?
Yes, the live sessions will be recorded and available for six months. However, we strongly encourage you to attend live to maximize your opportunity for peer collaboration.