The required coursework for this degree program will be organized into five progressive segments: Culture, Behavior, Business, Commerce and Creative. Each discipline will work both independently and cohesively with the others, but rigorous attention will be paid to each field to determine and define the modern practice of branding. Degree candidates must successfully complete 36 credits, including all required courses, with a cumulative grade point average of 3.0. A residency of one academic year is required.

The summer semester is dedicated to the thesis. The outcome of the Master of Professional Studies in Branding will be a comprehensive conference and exhibit that will allow students to show, display, articulate and defend the premise of their new brand and showcase their work to the design, business and branding communities. Ultimately, the thesis must be reviewed and approved by an appointed thesis committee and the department chair in order for the student to be eligible for degree conferral.

There will be a mandatory Guest Speaker Lecture Series bringing exposure, interaction and inspiration from esteemed practitioners in the branding and business community.

MPS Branding General Course Listing

BRG-5560
Practices in Design and Market Research
One semester: 3 credits
Brands have historically relied heavily on marketing techniques to help establish and strengthen their presence. That is changing quickly, as instant global communication and various forms of social networking have replaced the need for consumers to rely on brands for confidence in a purchase. In this project-based course, students will learn how to create a research plan, find participants, and integrate research methods in the context of a specific branding project. Some of the topics explored will be qualitative, quantitative, online and ethnographic interview techniques, video and photo documentary, immersion, participant-aided data gathering, prototype assisted observation, methods for organizing data, finding patterns and distilling insights that lead to actionable and inspiring design directives. We will also explore the differences between market research and design research, and understand the goals and appropriateness of each.

BRG-5620
Analysis, Insight and Forecasting
One semester: 3 credits
Cultural change is neither unpredictable nor random. The seeds of the next are buried in the now, in the psyche of the individual and in the collective mind called “culture.” In this course, students will learn to read deeply and carefully the cultural signs that surround them in order to recognize underlying patterns and learn to translate these patterns into actionable human and cultural insights, valuable throughout the lifecycle of any product or brand. We will also explore how to leverage trend analysis to forecast paradigmatic shifts in human behavior and culture as well as in the marketplace. Students will complete the course with the means to identify and leverage the patterns underlying the most powerful and beloved cultural artifacts and brands.

BRG-5640
Strategic Brand Consulting
One semester: 1.5 credits
The environment in which brands communicate with consumers is changing, and changing quickly. Corporations are increasingly hiring agencies to help them better understand how to delight their customers. Agencies, in turn, need to develop processes and strategies to stay relevant in this changing environment. This course will take the theory of brand and make it real by solving meaty brand challenges facing a variety of industries today. How do we move from the theoretical to the practical? We will examine such fundamentals as brand positioning, brand activation and research methods, and move on to innovation, strategy, storytelling and other specialized skills. Students will complete this course with a set of tools that can be used to tackle real-world brand issues applicable across a range of professions.

BRG-5680
Brand Valuation
One semester: 1.5 credits
In this course, students will build a crystal ball to see into the future. We’ll explore different approaches to financial modeling from Interbrand, Millward Brown and Futurebrand, and students will get a chance to work with a financial model and define brand drivers that predict future value. We’ll discuss value—in business, in life—both tangible and intangible, as well as the impact of time, risk, future value and economic principles that drive the world.

BRG-5730
Advertising and Brand Planning
One semester: 1 credit
This course will examine what it means—and what it takes—to organize, manage and assume the risks of creating a brand, a business or an enterprise. Real-world start-ups will be presented and investigated, and we will analyze their business plans, timing, successes, failures and marketplace results. Topics will include leadership, innovation, business structure and planning, funding, growth strategies and technology.

BRG-5750
Visual Systems
One semester: 1 credit
A visual system needs to be strong for a company to conquer new territory, and this understanding is the first step for the potential growth of a brand beyond its core offering. Once a brand is “loved” for delivering on its brand promise, it is rewarded with a loyal and dedicated customer base and is now ideally positioned to explore new market opportunities. Great brands such as Harley-Davidson, Starbucks and Virgin Atlantic are companies that have expanded well beyond their initial product or service offering, and enhanced their status in consumers’ lives. In this course, we will look at how to take a strong brand and expand it. Students will study the branding of their chosen company, and explain how it is unified in its vision, what its simple message is and how it amplifies its brand though a reinforced visual system. With this foundation, students will create a “pitch presentation” for how the brand can be expanded into an exciting new line of business.

BRG-5770
Cause Branding and Marketing
One semester: 1 credit
Every brand has a story to tell about its mission, its character and its achievements: a story that defines, humanizes and differentiates. Expressed well, these stories engage, influence and prompt devoted and knowledgeable “brand ambassadors” to take important action. In this course, students will examine and investigate how to tell brand stories with a purpose, in an effort to advance the strategic goals of philanthropies and companies “doing good” through smart, contemporary and effective cause marketing, communications and strategic partnerships.

BRG-5820
A Brand Called You
One semester: 3 credits
The good news: We are now living in what Businessweek has called a “creative economy.” The bad news: More than ever before, design will be called upon to deliver a return on investment and measured performance in the marketplace. How can you truly quantify your talent and develop strategic and competitive intelligence? How can you quantify meaningful differentiation in a world already filled with branding firms, creative strategists and brand gurus? This course will address: How to create a meaningful philosophy that can guide your career; how to present yourself in meetings and interviews; how to network and standout from your competition; how to create discipline in your approach to work, and how to sell yourself with more confidence.

BRG-5860 / BRG-5865
Lecture Series: Design Matters Radio Podcast I and II
Two semesters: no credit
Design Matters is a thought-provoking podcast series that profiles industry-leading brand consultants, graphic designers, entrepreneurs, change agents, artists, writers, educators and musicians. In 2011, the series was awarded a Cooper-Hewitt National Design Award. Lectures are recorded live at the MPS Branding studio in front of a student audience. After each podcast, students have exclusive time with all guests for Q&A sessions.

BRG-5930
Summer Workshops
Summer semester: no credit
Prior to the final thesis course, students will participate in a series of workshops that address various aspects of practice and theory, and will explore areas such as the adaptation of cultural values to the brand, the maintenance of brand integrity, global design strategies and brand relevance to target markets. Where applicable, case studies will supplement workshop topics.

BRG-5950
Positioning Brands and Experiences
Summer semester: 6 credits
The summer semester will focus on the branding and positioning of a real world, in-market brand. We will investigate the challenges of bringing elegant, innovative and efficient solutions to a market targeted to strong customer needs and desires. The course is structured around the process of: opportunity identification, idea generation, design, testing, and launch opportunities.

Requirements - Fall Semester

BRG-5220 A Unified Theory of Branding
BRG-5260 The Meaning of Branded Objects
BRG-5280 Business and Branding Strategies
BRG-5330 MBA 101
BRG-5410 The Evolution of CPG Brands and Package Design
BRG-5860 Lecture Series: Design Matters Radio Podcast

Requirements - Spring Semester

BRG-5560 Practices in Design and Market Research
BRG-5620 Analysis, Insight and Forecasting
BRG-5640 Strategic Brand Consulting
BRG-5680 Brand Valuation
BRG-5730 Advertising and Brand Planning
BRG-5750 Visual Systems
BRG-5770 Cause Branding and Marketing
BRG-5820 A Brand Called You
BRG-5865 Lecture Series: Desigbn Matters Radio Podcast

Requirements - Summer Semester

BRG-5930 Summer Workshops
BRG-5950 Positioning Brands and Experiences

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