AUP has been continuously accredited since 1973 by the Middle States Commission on Higher Education (MSCHE), one of only six prestigious regional accreditation associations in the United States.
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Credits
Branding has evolved from being viewed as a luxury to being mission-critical for many businesses, organizations and government departments. A successful and well-managed brand is key to standing out in a crowded marketplace, with many of the world’s most successful companies also boasting successful brands. Equally, the responsibilities of branding professionals extend far beyond traditional brand management and messaging; they are the first to respond to many questions and challenges that businesses face, especially during this time of unprecedented global change. Branding is central to the strategic management and advancement of any business or nongovernmental organization. AUP’s MSc in Strategic Brand Management is designed to prepare you for this world of branding.
Branding is critical to decision-making processes for businesses, organizations and NGOs. The MSc in Strategic Brand Management at The American University of Paris prepares you to influence your employer’s strategic direction in roles such as CMO, brand consultant, managing partner – or even founder.
You’ll learn to use branding as a core strategic tool, placing it at the center of business development processes and using it to drive growth. You’ll also learn to balance these management strategies with the evolving economic and ethical demands of consumers, while critically analyzing how brands engage with diverse issues such as global inequality, sustainability and racial justice.
Through workshops and masterclasses led by a range of branding sector professionals, you’ll gain first-hand insight in using branding as a tool for business development, data management and corporate identity. Case studies extend beyond products and services, covering the brand identities of cities or nations and branding for international development.
Topics include:
The post-Covid era will be an unprecedented global exercise in restructuring businesses to face new challenges. Branding will play a key role in responding to changing consumer demand and meeting the needs of professionals reassessing their career plans. The MSc in Strategic Brand Management puts you at the center of a world redefining itself to appeal to the widest possible audience. It provides you with the tools you will need to identify new experiences and succeed in an international business-oriented environment where branding is at the heart of everything.
The program provides a core of branding, marketing, business and management courses that focus on providing you with the theoretical base and practical application needed to lead today’s global brands. With this core knowledge you will progress onto three modules and two electives that will help you apply what you’ve learned in practical contexts and further deepen your understanding of strategic brand management. Electives include subjects such as human resources, sustainability management and the business of fashion. In addition, you will complete an internship or thesis on a topic of interest that you select.
Overview of management control, managerial accounting, as well as financial and performance reporting, management by exception, balanced scorecard, cost accounting, etc. Takes a critical approach to using accounting and performance management tools in managerial decision making. The course focuses on how conventional management tools can inform decision-making, and how to consider financial, strategic, and ethical mitigating factors in more ambiguous and nuanced contexts.
The course will focus on the international and multinational aspects of Corporate Finance decision-making in the context of global financial markets and capital formation.
This course examines the evolution of critical advertising and brand analysis with a particular emphasis on learning how people come to identify with and believe in brands. It includes an analysis of how brands work as systems for producing differences between themselves by creating imaginary possible worlds associated with brands. Students learn tools of semiotic and linguistic analysis in analyzing brands and how they relate to each other. Each student completes a communications audit of a brand examining all aspects of its communicative strategies from package design to employee behavior, clothing, architecture, and shop design. The course will also examine how branding now has extended beyond consumer brands to such areas as NGOs and politics (political parties as brands and politicians as brands).
This course examines concepts and strategies used in international marketing. Provides an overview of the current/ongoing issues and challenges facing marketers around the globe. The objective is to acquire a better understanding of the marketing challenges facing international and global firms and to analyze the tools and strategies that these companies use to mitigate these issues and challenges.
BA/CM 5049 examines branding decisions and tactics used in strategic decision making. Although mainly qualitative it includes financial analysis of brands, which requires intermediate financial literacy. It examines how branding decisions and tactics are used in strategic decision-making based on case studies and symbolic analysis. It is complemented by a series of guest lectures by leading branding executives explaining real-life cases
Brands, their creation, their identity and their management derive from a set of disciplines and principles that have been developed over the past 60 years. These disciplines are the architectural underpinnings for successful branding and they apply equally across categories of products and services and geographically across countries. The Branding Practicum will instruct students in these disciplines and principles and ask students to apply them to the creation of a new international brand in a category of their choice. Students will analyze a chosen category, create a new brand proposition for it, develop the branding identity for the new brand including name, logo, selling proposition and more. They will also create a global marketing strategy for the brand.
The course engages students with advanced themes in international management strategy, both in theory and in practice. Students will take a critical approach to understand how theory influences practice and how our perceptions of strategy evolve over time and circumstance. Furthermore, students will examine strategy in terms of specific cultural, international and organizational elements given specific sustainability and mission-based frameworks.
The program will provide you with skills and perspectives relevant to a brand management role in a wide range of companies and organizations operating in local or global markets:
Paris is itself a brand. The narrative surrounding the City of Light draws over 30 million tourists a year. It’s not only museums and monuments that draw the crowds – the Parisian brand is cultural and creative, with companies in fashion, gastronomy and the arts drawing on the city’s prestige. Large-scale events, from Paris Fashion Week to the upcoming 2024 Summer Olympics, add to the ample opportunities to witness brand management in action.
Paris is also being rebranded as more accessible, sustainable and forward-thinking. Not only will you study strategic brand management, you’ll see its varied impacts throughout daily life – as an ever-changing city adapts its image to the wants and needs of its citizens.
Paris is also a professional center of innovation for both corporate and institutional branding – as much a hub for NGOs and international organizations as it is for innovative startups. President Macron’s commitment to French startup culture is backed by a pledge of 7 billion euros. Throughout the program, you’ll have multiple chances to build a professional network – both in Paris and internationally.
Are you eager to work in an international team, seeking out new professional experiences within your field while putting your skills and expertise to good use? AUP’s MSc in Strategic Brand Management focuses on the techniques necessary to establish yourself in an international career. You’ll learn how to translate creative thinking into concrete strategies for growing a business, organizing teams and recruiting the best employees, equipping you for roles such as:
Over 15% of all AUP alumni work in fields related to the global branding industry.
AUP has been continuously accredited since 1973 by the Middle States Commission on Higher Education (MSCHE), one of only six prestigious regional accreditation associations in the United States.