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AMA Brand Management Essentials – January

Online | 6 Weeks | Intermediate

Grow Your Career in Brand Management

The term brand management can mean different things to different people. This lack of clarity in the industry leads to brands often being created without a clear strategy, leadership and communication breakdowns, and confusion among agency partners.

This small-group, online training will teach you exactly what brand management is and how the best brand managers think about their businesses, prioritize projects and grow their careers. You’ll learn core frameworks and project prioritization methods, how to best collaborate with cross-functional partners, key areas to develop a career in brand management, and how brands analyze and judge the financial performance/ROI of key initiatives.

Do these dates not work with your schedule? Check out the other options and save your seat today.

What to Expect

This cohort-style Bootcamp is the perfect mix of live instruction and self-paced learning. The six-week program lets you focus on bite-sized chunks of programming so you can refine your skills, meet new people and watch your career gain momentum. Best yet, you’ll have equally motivated peers alongside the whole way to help share new ideas and push through challenges.

Weekly Assignments

Each Wednesday, you’ll be given online assignments to complete and discuss with fellow learners. These assignments will prepare you for the live sessions so you can make the most of your time with the instructor and peer collaboration.

3 Live Classes

Your instructor leads the live sessions where you will discuss the online assignments, ask questions and learn about trending topics. The live sessions will occur on January 23, February 6 and February 20.

Who Should Attend?

This intermediate-level training is designed for:

  • Brand and marketing managers tasked with creating and executing brand strategies and projects (“client-side”)
  • Agencies, consultants and freelancers who work for/collaborate with brand management clients and want to become better strategic partners
  • Small business owners who want insight into how brand leaders manage larger brands

Key Takeaways

  • Understand the strategic planning process most brands follow
  • Learn the four primary ways that brands can grow
  • Discover insight into the brand manager role and key responsibilities
  • Learn major focus areas for career development in brand management
  • Identify key cross-functional partnerships that brand managers must create
  • Learn the positioning concept and framework that big brand managers use
  • Understand key criteria for positioning success (evaluation and improvement)
  • Discover brand manager financial responsibilities
  • Review profit and loss (P&L) breakdown—what it is and how brands make money
  • Learn pricing strategy considerations and implications
  • Receive product cost model examples
  • Learn how brand managers judge and measure advertising value

Prove your new skills! When you finish this program, you’ll get a certificate of completion to show your current boss and future employers your commitment to keeping your knowledge up-to-date.






Join our next session: May 1 – June 11, 2024 > Register now

Want to attend with a group of 3 or more? Contact at least one week in advance to get 10% off registration.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Are you an AMA Professional Certified Marketer®️? This training is worth 12 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Looking for Different Dates?

This training is being offered a few times throughout the year!



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. 

Wednesday, January 10 - January 16


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. 

Wednesday, January 17 - January 23


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.

Tuesday, January 23 (CT)

Live Session

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

Wednesday, January 24 - January 30


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. 

Wednesday, January 31 - February 6


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.

Tuesday, February 6 (CT)

Live Session

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

Wednesday, February 7 - February 13


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.

Wednesday, February 14 - February 20


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.

Tuesday, February 20 (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.

Kevin Namaky

Kevin Namaky

Chief Executive Officer, Gurulocity Brand Management Institute

Kevin Namaky is Chief Executive Officer of the Gurulocity Brand Management Institute. During his 20 years as a Brand & Innovation Director and as SVP Head of Strategy at a global brand strategy and innovation consulting firm, he created billions in new value for companies through winning strategic plans, new product innovation, and compelling marketing campaigns. A trained educator, he’s taught in classrooms, workshops, conferences and boardrooms. Kevin has created winning brand strategies, innovation, and training sessions for companies such as Scotts Miracle-Gro, Procter & Gamble, Kraft, Bolthouse Farms, Kimberly-Clark, Gorilla Brands, Ubisoft, Formica, and Nestlé. Kevin also lectures at the Indiana University Kelley School of Business and has been featured in Ad Age, Forbes, Fast Company and the CMO Council. Instructor Pic See attached.

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.


AMA Brand Management Essentials – January