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Advertising & Branding Track


In the Master of Science in Marketing Advertising and Branding track, students must complete 15 credit hours of program core classes then 21 credit hours within this track in courses in consumer behavior, branding, advertising and promotional strategy, and social media. There is a wide range of electives, including digital ad courses. Details of the courses in the degree and this track are available at the UT Dallas Graduate Catalog page. Our program is designed to prepare students for careers in advertising and marketing agencies as well as advertising and branding jobs within companies.

What does an advertising manager do?

An advertising manager or account executive has been described as the bridge between client companies and the advertising or marketing agency. These professionals connect with agency teams serving many functions, such as the creative, media, and print broadcast production teams. They have regular meetings with their clients and are responsible for seeing that work is billed and paid for. Ad executives usually lead presentations to the clients.

While advertising and branding careers are different, in this track we combined both into one track because they do share some core skills and knowledge such as consumer behavior, or advertising (key for branding). The specialization occurs more in the elective part of this track where students focused more on the advertising side can focus more on digital courses while those interested more on the branding side can take customer insights and research side of the track electives.

What does a brand manager do?

A brand manager is responsible for developing, nurturing, managing and protecting the identity of a brand. In consumer packaged goods (CPG) companies, a brand manager may have even more responsibilities, including profit and loss. In other companies and industries, brand managers have a narrower role. Profit-and-loss responsibilities usually fall to product managers in manufacturing, equipment, technology and healthcare companies. A brand manager in the narrower role audits and establishes how a brand is perceived by the market. Brand managers make sure that all the components of the brand, such as its name, logo, colors, packaging, price points and even distribution, complement the desired perception. For additional details on how our courses map to the skills required by this profession, please visit this blog post on brand management.

Typical advertising and branding job titles

Typical responsibilities for an advertising manager

 

Typical responsibilities for a brand manager

Traditional advertising job opportunities are limited

There will always be ad jobs, but the traditional job market is relatively flat. Minimal growth is expected in the future as most budgets move to digital advertising. A recent survey of 400 advertising and marketing agencies reported that 78 percent of the firms would maintain their current headcount, with no new hiring except to fill vacancies. With the cutbacks in traditional advertising spending and retrenchment by clients, hiring is expected to be flat. This track specialty is best for those already in advertising who wish to obtain higher-level managerial knowledge, especially on the data analysis and digital side.

The outlook is better for brand managers

Because brand managers play a key role in increasing market share, the employment outlook is good for this field. According to CNN Money, “he number of brand management jobs to be added in the next 10 years is expected to be 39,249, and a total of 34,777 positions should become available due to workforce attrition. This would constitute a 21 percent increase in the brand manager workforce.”

What is the size of the advertising job market?

Students searching this job market will have to read the job descriptions carefully. While all the job titles shown above are commonly used in the marketing and advertising industry, such titles are used in other areas as well. “Account executive” is commonly used for sales positions in newspapers and media companies looking for people willing to work only on commission. On Indeed.com, “account supervisor,” which is usually found only in advertising and marketing firms, yields more than 5,000 jobs across the U.S.

What is the size of the brand manager job market?

If “brand manager” is used in a search on Indeed.com or Glassdoor.com, then some 1,150 jobs in the U.S. are returned. “Brand management” yields far fewer: only 67 open positions.

Average years of experience & salary average of advertising managers

Traditionally, beginners in marketing and advertising are not paid well. This has not changed. A young marketing manager with less than three years of experience can expect a salary in the $40,000 to $50,000 range. However, with experience and such strategic career moves as earning a master’s degree, salary can increase. An advertising account supervisor (more than three years’ experience) in Dallas is projected to earn a median annual salary of more than $70,000, according to PayScale.com. A decade of experience and a VP title can mean a salary of $145,000 and up, including bonuses.

Average years of experience & salary average of brand managers

Brand managers can work on the advertising/marketing agency side or for a corporation, managing one of the portfolio brands. Agency brand managers with three years of experience tend to have salaries on the lower side: $40,000 to $55,000. For a corporate brand manager with three years of experience, salaries range from $55,000 to $128,000.

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