I would love to hear what readers think about the Brand Management track at VCU. Do you think it’s worth more or less than a traditional MBA? Will some companies value it less since it’s technically a MA in Mass Communications? Also, is the term “Brand Management” itself being challenged in the industry as a way to avoid the conversations behind ROI and advertising effectiveness?
Brand Management Track at AdCenter (Virginia Commonwealth University)
I am a student in the Brand Management Track at VCU Adcenter. The program is MBA-like, and is not yet recognized in the same way top MBA programs are. This past fall however, 2 VCU Adcenter teams competed in the Innovation Challenge, The largest MBA competition in the world. Out of 440 teams from all over the world, including all the Ivy League schools, VCU placed two teams in the top 10.
At the event, the big question was “who is VCU Adcenter?” The program just started last year. The first 8 graduates will finish up in May. If we can continue to make progress and compete on par with top MBA schools, we can help answer the question above. Adcenter is the number one advertising school. They are trying to gain a footing in the business side, because good advertising can’t save a bad brand.
A few of the main lessons taught in this track are ROI and measurability. The difference between Creative Brand Management and a traditional MBA program is the emphasis on embracing creativity and innovation. We don’t just work with creatives everyday, we ourselves are creatives. Great ideas are our bosses; they are the ones that guide our decisions. We work to rationalize creativity to maximize returns for the long term.
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