An important mission of the Center for Branding is to educate students at the University of Pittsburgh Joseph M. Katz Graduate School of Business on new digital methods and techniques. Competency in digital lead generation, website analytics, search engine optimization, and social media marketing are critical skill sets for tomorrow's marketing leaders.
The Center for Branding educates students in a variety of ways. These include infusing content into current courses, conducting weekend certificate programs, and creating experience-based learning projects with external organizations.
Due to the COVID-19 situation, we are reassessing our workshop offerings for the 2020-21 academic year. We will provide updates once the situation is under control.
Managing Digital Transformation of Brands
March 28, 2020
March 20, 2020
March 21, 2020
Rodd Pribik, Jordan Cardonick, Merkle Inc.
October 19, 2019
October 26, 2019
Facebook and Instagram Advertising
September 14, 2019
Google Ads and Facebook Advertising Workshop
Friday, January 18, 2019
Saturday, January 19, 2019
Adobe Experience Cloud Workshop
March 29, 2019
Sample Programs and Workshops
- Google Ads and Facebook Ad Campaigns: Student teams will be asked to work with a small business and conduct an advertising campaign using Google Ads and will have a small budget at their disposal.
- Search Engine Optimization: Student teams may be asked to conduct SEO projects to help small businesses to optimize their websites. This will provide students with exposure to standard SEO tools such as Google Analytics.
- Optimizing Digital Media Presence: A number of national and multinational companies have participated in class projects that require students to develop a marketing plan for their brand that leverages digital marketing methods. The projects are integrated into the MBA Marketing Management core class and the MBA Brand Management elective class.
- Case Competitions: Case competitions for American Express and other organizations provide additional opportunities for students interested in applying digital marketing and branding expertise to problems faced by leading organizations.
Panel Discussion: "Reimagining the Future of Media and Brands in a Technology-Enabled World"
As technology advances, the world of media and marketing is transforming at a rapid pace. Streaming services and other new media developments are displacing old forms of viewing content, such as traditional television. The advertising landscape is shifting as subscription-based video-on-demand continues to grow. Additionally, new developments in Artificial Intelligence (AI), Augmented Reality (AR), Virtual Reality (VR), and smart devices are posing new challenges and opportunities for media and marketing.