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Graduate Course Certificate in Business & Management in Product and Brand Management

  • Eligibility Criteria

    Bachelor's degree, or equiv. International Education

  • Credit Hours

    6

  • Courses Offered

    5

  • Course Duration

    3 Months (Self-Paced) Program

  • Estimated Fee

    $1,560

Courses Offered

A graduate certificate offered by NYMU is respected by many accreditation authorities worldwide and the decree that t holds will serve to create a line of fantastic job opportunities that will eventually progress your career.

Specialized

  • Course Name

  • Credit Hours

  • New Products Development Management (PBM-067)

  • 6 Credits

  • View

  • Marketing Channels And Distribution Management (PBM-173)

  • 6 Credits

  • View

  • Advanced Marketing Communications (PBM-424)

  • 6 Credits

  • View

  • Strategic Brand Management (PBM-479)

  • 6 Credits

  • View

  • Advanced Marketing Research (ADV-796)

  • 6 Credits

  • View

New Products Development Management (PBM-067)

TOPICS COVERED IN THIS COURSE
  In Section 1 of this course you will cover these topics:
     Introduction To New Product Development
     New Product Strategies
     Proactive New Product Development Process
     Market Definition And Entry Strategy
     Idea Generation
  In Section 2 of this course you will cover these topics:
     An Overview Of The Design Process
     Customer Measurement — A Review
     Perceptual Mapping: Identification Of Strategic Benefits
     Customer Needs And Perceptual Mapping: Methods And Procedures
     Strategic Product Positioning And Customer Preferences
  In Section 3 of this course you will cover these topics:
     Benefit Segmentation And Product Positioning
     Estimating Sales Potential: “What-If” Analyses
     Designing For Quality
     Integrated Design: Case Examples
  In Section 4 of this course you will cover these topics:
     Advertising And Product Testing
     Pretest Market Forecasting
     Test Marketing
     Launching The Product
  In Section 5 of this course you will cover these topics:
     Managing Through Life Cycle
     Organizing For Innovation
     Customizing The New-Product Development Process
     New-Product Development Revisited

Marketing Channels And Distribution Management (PBM-173)

TOPICS COVERED IN THIS COURSE
  In Section 1 of this course you will cover these topics:
     The Supply Challenge
     The Evolution Of Purchasing And Supply Management
     The Make Or Buy Decision: A Theoretical Perspective
     Sourcing Strategies And Supply Chain Configurations
  In Section 2 of this course you will cover these topics:
     Strategic Supplier Selection
     Supplier Development
     Supply Strategy: The Development Of The Supply Wheel
     Aligning Supply With Corporate Strategy
  In Section 3 of this course you will cover these topics:
     Competency And Skills Development For Strategic Supply
     Organizational Structures For Supply Management
     Performance Measurement
     Cost Benefit Analysis
  In Section 4 of this course you will cover these topics:
     Managing Interfirm Relationships
     Environmental And Ethical Issues In Supply Management
     Involving Suppliers In New Project Development
     Public And Regulated Supply Management
  In Section 5 of this course you will cover these topics:
     Electronic Supply
     The Relevance Of Commodities
     Services Procurement
     The Future - A Trajectory For Supply Management

Advanced Marketing Communications (PBM-424)

TOPICS COVERED IN THIS COURSE
  In Section 1 of this course you will cover these topics:
     Know Why Service Matters
     Use Behaviors That Engage Your Customers
     Apply Your Best Listening Skills
  In Section 2 of this course you will cover these topics:
     Use The Telephone Right For Good Service
     Use Friendly Web Sites And Electronic Communication
     Recognize And Deal With Customer Turnoffs
  In Section 3 of this course you will cover these topics:
     Get Customer Feedback
     Recover The Potentially Lost Customer
     Exceed Expectations With Value
  In Section 4 of this course you will cover these topics:
     Give Customers A-Plus Information
     Exceed Customer Expectations With Convenience
     Managing Your Time And Tasks To Reduce Stress
  In Section 5 of this course you will cover these topics:
     Get Employees To Give Great Service
     Recognize The Emerging Trends In Customer Service

Strategic Brand Management (PBM-479)

TOPICS COVERED IN THIS COURSE
  In Section 1 of this course you will cover these topics:
     Brands Brand Management
     Customer-Based Brand Equity
     Brand Positioning
  In Section 2 of this course you will cover these topics:
     Choosing Brand Elements To Build Brand Equity
     Designing Marketing Programs To Build Brand Equity
     Integrating Marketing Communications To Build Brand Equity
  In Section 3 of this course you will cover these topics:
     Leveraging Secondary Brand Associations To Build Brand Equity
     Developing A Brand Equity Measurement Management System
     Measuring Sources Of Brand Equity: Capturing Customer Mindset
  In Section 4 of this course you will cover these topics:
     Measuring Outcomes Of Brand Equity: Capturing Market Performance
     Designing And Implementing Branding Strategies
     Introducing And Naming New Products And Brand Extensions
  In Section 5 of this course you will cover these topics:
     Managing Brands Over Time
     Managing Brands Over Geographic Boundaries And Market Segments
     Closing Observations

Advanced Marketing Research (ADV-796)

TOPICS COVERED IN THIS COURSE
  In Section 1 of this course you will cover these topics:
     Introduction To Marketing Research
     Developing The Marketing Research Problem
     Research Design
     Exploratory Research Design: Secondary Data
     Exploratory Research Design: Qualitative Research
  In Section 2 of this course you will cover these topics:
     Descriptive Research Design: Survey And Observation
     Causal Research Design: Experimentation
     Measurement And Scaling: Fundamentals And Comparative Scaling
     Measurement And Scaling: Non-Comparative Scaling Techniques
     Questionnaire And Form Design
  In Section 3 of this course you will cover these topics:
     Sampling: Design And Procedures
     Sampling: Final And Initial Sample Size Determination
     Fieldwork
     Data Preparation
     Frequency Distribution, Cross-Tabulation, And Hypothesis Testing
  In Section 4 of this course you will cover these topics:
     Analysis Of Variance And Covariance
     Correlation And Regression
     Discriminant And Logit Analysis
     Factor Analysis
  In Section 5 of this course you will cover these topics:
     Cluster Analysis
     Multidimensional Scaling And Conjoint Analysis
     Report Preparation And Presentation
     International Marketing Research
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Course Details

Why Choose New York Metropolitan University

New York Metropolitan University is the name of excellence, and we emphasize fully working on the future of our students just so they can reach their true potential. Our unparalleled campus experience allows students of all races and religions to excel in their abilities. Here, you are not just growing in your educational career; you can also focus on and enhance your extracurricular activities. We are passionate about providing you with the best overall experience before you enter your professional career path. However, the real career paths of students begin with us.

  • Accredited

  • Adaptable

  • Self-Paced