This is the preliminary (or launch) version of the 2024-2025 VCU Bulletin. Courses that expose students to cutting-edge content and transformative learning may be added and notification of additional program approvals may be received prior to finalization. General education program content is also subject to change. The final edition and full PDF version will include these updates and will be available in August prior to the beginning of the fall semester.
Strategy students are students of creativity, budding anthropologists, culture mavens, future forecasters, problem solvers and insightful generators of ideas that inspire and move business forward.
The overall work environment at the Brandcenter is similar to that of agencies and their clients. Teams of students from all concentrations work together to develop ideas and campaigns that solve business problems strategically and creatively. Students also learn how to present those ideas in engaging and persuasive ways.
Student learning outcomes
- Presentation skills: Students will demonstrate the ability to effectively present/sell their ideas in a clear, concise and compelling manner.
- Collaboration: Students will demonstrate their ability to work together in cross-functional teams/groups (i.e., as art directors, copywriters, creative brand managers, experience designers and strategists) to develop viable business/marketing solutions.
- Creative and critical problem-solving: Students will demonstrate the ability to research consumer culture (via secondary research, syndicated research and qualitative/quantitative research methods) and evaluate consumer media/technology usage habits to develop media-neutral business solutions.
- Culture: Students will demonstrate an appreciation, interest in and openness for different cultures (both national and international) yielding more relevant, culturally savvy business solutions.
- Craft: Students will demonstrate the ability to execute specific skills related to their individual subconcentration.
Branding/strategy concentration-specific outcomes (for regular option)
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Students will demonstrate the ability to use their power of curiosity about people, culture and brands to drive strategy for advertising and brand communications.
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Representing the voice of the consumer, students will demonstrate an understanding of how to use research to understand people: what matters to them, what motivates their decisions and what drives the cultures around them.
Branding/strategy concentration-specific outcomes (for executive option)
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Students will demonstrate a mastery of the rigors of strategic brand marketing through an intensive study of creative problem solving, the business of building brands and the impact that brands have on culture.
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Students will demonstrate an ability to redefine the role that brand leadership can play in driving business success.
VCU Graduate Bulletin, VCU Graduate School and general academic policies and regulations for all graduate students in all graduate programs
The VCU Graduate Bulletin website documents the official admission and academic rules and regulations that govern graduate education for all graduate programs at the university. These policies are established by the graduate faculty of the university through their elected representatives to the University Graduate Council.
It is the responsibility of all graduate students, both on- and off-campus, to be familiar with the VCU Graduate Bulletin as well as the Graduate School website and academic regulations in individual school and department publications and on program websites. However, in all cases, the official policies and procedures of the University Graduate Council, as published on the VCU Graduate Bulletin and Graduate School websites, take precedence over individual program policies and guidelines.
Visit the academic regulations section for additional information on academic regulations for graduate students.
Degree candidacy requirements
A graduate student admitted to a program or concentration requiring a final research project, work of art, thesis or dissertation, must qualify for continuing master’s or doctoral status according to the degree candidacy requirements of the student’s graduate program. Admission to degree candidacy, if applicable, is a formal statement by the graduate student’s faculty regarding the student’s academic achievements and the student’s readiness to proceed to the final research phase of the degree program.
Graduate students and program directors should refer to the following degree candidacy policy as published in the VCU Graduate Bulletin for complete information and instructions.
Visit the academic regulations section for additional information on degree candidacy requirements.
Graduation requirements
As graduate students approach the end of their academic programs and the final semester of matriculation, they must make formal application to graduate. No degrees will be conferred until the application to graduate has been finalized.
Graduate students and program directors should refer to the following graduation requirements as published in the Graduate Bulletin for a complete list of instructions and a graduation checklist.
Visit the academic regulations section for additional information on graduation requirements.
Other information
Additional program information such as the Brandcenter’s academic and professional standards and student expectations and code of conduct may also be found on the unit’s website.
Apply online today, and also complete the VCU Brandcenter application at brandcenter.vcu.edu/admissions.
Admission requirements
| Degree: | Semester(s) of entry: | Deadline dates: | Test requirements: |
|---|---|---|---|
| M.S. | Fall | Feb 1 (early decision deadline) | |
| Apr 1 (regular deadline) |
In addition to the general admission requirements of the VCU Graduate School, applicants to the concentration must must meet prerequisites as listed on the Brandcenter website.
Degree requirements
The M.S. in Business with a concentration in branding requires 42 graduate credit hours beyond the baccalaureate degree. Students devote two years of full-time study to complete the degree requirements. In addition to the VCU Graduate School graduation requirements, all students in the Brandcenter must complete a core curriculum as well as courses required for a specific subconcentration and must present a final major project, in portfolio form, before a committee review panel.
Curriculum requirements
| Course | Title | Hours |
|---|---|---|
| Branding core requirements | ||
| BRND 631 | Craft | 3 |
| BRND 648 | Innovation | 3 |
| BRND 651 | Creative Thinking | 3 |
| BRND 659 | Brand Experiences | 3 |
| BRND 664 | Persuasion | 3 |
| BRND 677 | The Business of Branding | 3 |
| BRND 696 | Advanced Portfolio | 3 |
| Subconcentration courses | ||
| BRND 621 | Strategy and Design | 3 |
| BRND 625 | Comms Planning and UX | 3 |
| BRND 627 | Visual Storytelling and Design for Strategists | 3 |
| BRND 629 | Strategic Thinking | 3 |
| BRND 635 | Creating Gravitational Pull | 3 |
| BRND 639 | Cultural Impact: Advanced Account Planning | 3 |
| BRND 670 | Creative Fusion | 3 |
| Total Hours | 42 | |
The minimum number of graduate credit hours required for this degree is 42.
Degree requirements for executive option
The M.S. in Business with a concentration in branding requires 42 graduate credit hours beyond the baccalaureate degree. Students enrolled in the executive option are working professionals and devote 24 consecutive months of online learning to complete the degree requirements. In addition to the VCU Graduate School graduation requirements, all students in the executive master’s option must complete a curriculum specifically curated for the strategy subconcentration focused on brand leadership.
Curriculum requirements for executive option
| Course | Title | Hours |
|---|---|---|
| Branding/strategy requirements for executive option | ||
| BRND 617 | Brand Influence and Reputation | 3 |
| BRND 631 | Craft | 3 |
| BRND 648 | Innovation | 3 |
| BRND 651 | Creative Thinking | 3 |
| BRND 659 | Brand Experiences | 3 |
| BRND 677 | The Business of Branding | 3 |
| MKTG 679 | Brand Strategy | 3 |
| Subconcentration courses for executive option | ||
| BRND 619 | Critical Business Skills | 3 |
| BRND 621 | Strategy and Design | 3 |
| BRND 626 | HR as Brand | 3 |
| BRND 629 | Strategic Thinking | 3 |
| BRND 639 | Cultural Impact: Advanced Account Planning | 3 |
| BRND 670 | Creative Fusion | 3 |
| MKTG 672 | Influencing Consumer Behavior | 3 |
| Total Hours | 42 | |
The minimum number of graduate credit hours required for this degree is 42.