The Strategic Brand Consulting & Communications Track (SBC&C) covers advanced topics in brand strategy, marketing research, integrated marketing communications (IMC) and digital media.
Using the American Advertising Federation's National Student Advertising Competition as the catalyst for hands-on learning, the track teaches students how to use quantitative and qualitative research to uncover consumer insights that support brand strategies and guide the creation of effective IMC campaigns. Students will also become proficient in Adobe Creative Suite (e.g., Photoshop, InDesign) and the video production process and gain experience with actual databases used by brand managers, marketing analysts, and media planners.
The SBC&C Track is open only to fourth-year Commerce students who are accepted into the Promotions program, which makes up the required nine hours of the 12-credit-hour track. Therefore, Commerce students in the Promotions program need to complete only three additional elective credits from an approved list of courses (see below) to complete the track. Note: Promotions is open to ALL UVA students; the track is open to only Commerce students. The application process for Promotions starts in January of the third year.
All Commerce students accepted into Promotions are eligible to enroll in the SBC&C Track. Criteria for acceptance into Promotions, and therefore eligibility to enroll in the track, include past academic performance; a demonstrated desire to work in a marketing related role such as brand strategy/management, advertising, digital media, etc.; past relevant work experience; the ability to think strategically and creatively; a clear sense of purpose for enrolling in Promotions; and an understanding of what is required to be successful in the program.