Brand Management: The Program


Branding, the strategic execution of a brand to create a specific reputation and/or role in the market, is a specialized function of the marketing communications industry. The one–year graduate certificate program at Algonquin College is created and taught by industry experts to prepare you for a career in the field of brand management.

A truly multi–faceted area of marketing, branding involves market research, creating promotional campaign concepts and execution plans, measuring campaign success, managing digital and social media channels, evaluating brand design elements, and many more layers of strategic thinking. The hands–on program is designed to give you experience in each of these layers, as well as focuses on how emerging/changing economies, and utilizing social responsibility are key in maintaining a brand in a fast–evolving industry.

The program also focuses on using/measuring social media channels as key tools in managing a brand and keeping up with industry trends. You will utilize strategic and innovative thinking to build integrated promotional campaigns from the ground up that will build brand equity.

By the end of the program, you will be able to:

  • Evaluate brand equity and performance
  • Make brand recommendations
  • Develop and execute brand strategy based on needs and market research
  • Manage digital and social media brand channels
  • Research, evaluate, and utilize external factors in brand strategies
  • Create promotional campaigns
  • Measure campaign success with brand metrics and tracking tools

Through case studies, classroom lectures, online study, group work, and practical industry– related learning experiences, the Brand Management program will help you develop strong leadership and interpersonal skills that will allow you to thrive in your future career.



A new journalism landscape


Blogging, podcasting, social media, photography, desktop publishing, print, radio and online news and feature reporting and writing, videography, WordPress, data sorting, HTML and CSS coding: What do these seemingly very different skills have in common?

They’re all taught in the two-year Algonquin College Journalism program. And they’re a reflection of how journalism has become a flexible process in the era of the 24/7 news cycle.

From the Vice Canadas to the Gawkers to the Yahoos to the Mashables to the Buzzfeeds to free print newspapers, and all of the tablet- based and other digital projects the legacy media is working hard to unveil, a new era has dawned in the information age; an age that still requires energetic people to make it all happen.

And yet, journalism has a public relations problem today, with news of some high- profile layoffs at Postmedia and Ottawa area radio and TV stations.

What we don’t hear about are all of the other news outlets that are still thriving, the new ones starting up, and all of the jobs being created that need the skills detailed above. We’re seeing website content creators and managers being hired that require employees to be technologically adept, comfortable with social media and flexible storytellers who can take photos or video.

At the same time, I see excellent journalism being practiced today at all levels in Canada, with more precision and transparency than when I first began in 1978. The tools we use are better and allows for more efficient information gathering in less time.

Algonquin Journalism teaches all of that from day one. By the winter semester of the first year, students are producing the Algonquin Times, and delivering their stories in both print and online. By the second year – the final year of the program – they’re publishing a print and digital magazine, creating websites, sorting data and continuing to learn all of the traditional skills that legacy media still need.

There will be more to come and any digital publisher that wants to offer original news and feature content, will need people with the skills journalists possess, the skills Algonquin Journalism teaches.

Written by Joe Banks,
Journalism Program Coordinator/Professor