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A doctorate is the pinnacle of an arts and science education. Founded in 1886, the Graduate School of Arts and Science at NYU is among the oldest schools offering doctoral programs in the United States. Today NYU’s doctoral programs span the humanities, sciences, and social sciences, and students pursue cutting-edge research with the close supervision of NYU’s internationally recognized research faculty. New York City resources complement and enhance our vibrant intellectual communities. Use the links below to explore Doctor of Philosophy and dual advanced degrees at New York University.

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• MS in Integrated Marketing
• MS in Integrated Marketing: Brand Management

Brand Management Concentration

Concentration overview.

The  MS in Integrated Marketing  Brand Management Concentration prepares you for a career in the marketing function that focuses on the strategies and techniques that build customer loyalty and brand awareness by enhancing the perceived value of a brand and positioning it in the competitive marketplace. Whether you are interested in becoming a brand marketer, a business leader, or want to launch you own brand, this concentration will help you to determine brand purpose, build brand strategy, and understand the consumer behavior that heightens brand reputation.

This concentration in Brand Management is part of a broader Integrated Marketing degree and is therefore grounded in the context of the larger scope of the marketing mix, and provides more business and marketing context than a degree focused solely on brand or advertising. It helps you to identify target markets and define profitable customer groups, through a deep understanding of consumer needs and behaviors and the relevance of a brand’s value proposition. In addition, you will learn how to differentiate a brand from competitors and to develop, deploy, and monitor strategic marketing plans to communicate and deliver the brand’s promise.

Requirements

Concentration: brand management.

Students select four courses (12 credits) from any one concentration; or three courses from one concentration and one from either of the other concentrations; or may select with advisement, one (three-credit) course in a related field from another NYU School of Professional Studies graduate program.

• INTG1-GC2200 Brand Strategy 3
• INTG1-GC2205 Managing Products & Brands 3
• INTG1-GC2210 Consumer Behavior 3
• INTG1-GC2215 Theory, History, & Practice of Public Relations 3
• INTG1-GC2015 Internship 3

FREQUENTLY ASKED QUESTIONS

What is brand management.

Brand management is the thoughtful and intentional job of growing the positive reputation, value, market share and impact of a brand through the active management of the brand’s positioning in a competitive marketplace and the curation of the consumer’s experience of that brand across multiple touchpoints.

What does a Brand Manager do?

A Brand Manager develops short- and long-term plans across multiple dimensions of marketing and communications to ensure the financial health, positive reputation, and growth of a company’s brand and/or its branded products and services.  The brand manager will have input to or directly drive strategies and tactical plans across product innovation, media placement, creative and messaging, brand portfolio and assortment, and consumer insights among other critical functions. 

How do I become a Brand Manager?

Brand Managers combine a deep understanding of the financial and operational needs of a business, along with a keen sense of consumer needs and behaviors, as well as the competitive context for the products and services they offer.  A grounding in competitive strategy, the language of business and marketing management, and experience translating consumer insights into actionable marketing and communications plans are the foundations.

What is a Brand Manager salary?

The average salary for a Brand Manager is $102,000 according to glassdoor.com, though this varies by the size and location of the company or organization.

Why is Brand Management important?

The brand associated with a company, or its products and services is one of the most important assets that the company controls.  Brand management ensures that the brand is supported, developed, and experienced in ways that will continue to generate value and meet or exceed consumers demands over time.  Brand management helps companies stay relevant and competitive.

VISIT THE MS IN INTEGRATED MARKETING HOMEPAGE >

Marketing & Communications

The Marketing & Communications team combines the power of storytelling with empirical evidence to promote university values and processes to students and lead them through the student lifecycle: recruit, retain, graduate. The NYU story is about being bold, fluid, and successful anywhere in the world. As stewards of the NYU brand, we partner with offices within Enrollment Management and across the University to bring agile, creative solutions that help empower students to maximize their NYU education to fully live these promises. Our team is made up of individuals who bring experience from both higher education and consumer marketing.

Visit our webpage for info on campus tours and information sessions »

In Marketing & Communications

Joey Schmit

Associate Vice President, Enrollment Management Marketing & Student Communications

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Jenny McMahon

Senior Director of Marketing & Communications

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Beryl Bowden

Manager, NYU Welcome Center

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Camille Wilson

Associate Director, Strategic Student Communications

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Tala Hammash

Assistant Director of Events, NYUAD

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Wendy Barnett

Guest Relations Manager, NYUAD

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Kerri Kearse

Assistant Director, Content Marketing

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Jack Hollar

Assistant Director, Engagement Marketing

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Stephany Ramirez

Assistant Director, Pipeline Marketing

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Director, Strategic Student Communications

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Anna Miller

Executive Director, Online Education Marketing

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Kristopher Little

Associate Director, Visitor Experience & Student Engagement

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Rochele Rosa

Assistant Director, Strategic Student Communications

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Emily Irvin

Associate Director, Online Education Marketing

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Craig Greene

Associate Director, Marketing & Communications

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Jose Zuniga

Associate Director, Search Engine Optimization (SEO) & Digital Strategy

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Lara Mullen

Assistant Director, Growth Marketing

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Nathan Armstrong

Senior Assistant Director, Experiential Marketing & Events

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Bryce Weinert

Director, Experiential Marketing and Events

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Abhiramy Sathyanarayana

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• Main content

Young people who work remotely are 'probably not' going to become corporate CEOs, an NYU business professor says

• Gen Zers choosing remote work and work-life balance may face consequences further down the line. 
• That's according to NYU professor Suzy Welch who spoke with Insider about Gen Z's work habits.
• Welch said those who adopt this mindset are unlikely to ever make as much money as their peers.

A New York University professor has a warning for Gen Zers who are choosing remote work and prioritizing work-life balance, saying they're unlikely to make the top job as corporate CEOs or reap the same financial rewards as others. 

Suzy Welch, an NYU Stern School of Business Professor, told Insider in an interview that remote workers may view work-life balance as their own version of success, but there are some trade-offs to rejecting hustle culture when you're young. 

"The young people who choose to have that life that go into work maybe one or two days a week or never, and work entirely remotely, they may have a version of success that is not our version of success," Welch said. "It's all about how you define success. They're probably not going to become CEOs, but maybe that's not what they want." 

She said that those who were used to working in traditional offices "know its upsides" more than people who were out of school one or two years before the pandemic.

"I've seen the magic that happens when people are actually together," she said. 

Welch's comment echoes that of another NYU professor Scott Galloway, who previously said that young people "should never be at home" if they're looking for professional and even romantic success. 

Although a 2023 Deloitte survey found almost half of Gen Z and millennials feel that work is central to their identity, they're still demanding greater work-life balance.

These attitudes are reflected in some of the workplace trends emerging on TikTok, from "lazy-girl jobs" to the "snail-girl"   lifestyle, encouraging women to take low-stress jobs with high pay and to do as little work as possible.

Welch emphasized that people who are choosing these lifestyles may be in for an unpleasant surprise further down the line when they're not seeing the same "financial rewards" as their more hardworking peers.

She said: "There's never really been a time where you could just sort of show up at work, work nine to five and have wild success. That wasn't the deal in my generation, and it's not going to be the deal going forward."

She pinned down some of these issues to Gen Z's aversion to dealing with anxiety and advised them to start facing their stress head-on. Welch noted that anxiety disorder is a serious issue but that she was talking about the more "garden variety anxiety," or what her generation would call "stress." 

Welch gave the example that someone may want to go to a party but have to deal with clients, and if they want to succeed at work, then they'll have to skip the party. 

These decisions are the "real life trade-offs" you have to make when school is over and is a natural part of adulting.

"That's actually the work of your life is kind of figuring out who you are and what journey you want to be on, and it might create uncomfortable feelings, and it might create sleepless nights, but that's okay. That is part of being in the world." 

Watch: Marketing leaders from Amazon, LinkedIn, Lego Group and more tell Insider what pandemic-fueled business changes are likely to stick around

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Private student loan interest rates soar for 5- and 10-year loans

The latest private student loan interest rates from the Credible marketplace, updated weekly. ( iStock )

During the week of Nov. 6, 2023, average private student loan rates increased for borrowers with credit scores of 720 or higher who used the Credible marketplace to take out 10-year fixed-rate loans and 5-year variable-rate loans.

• 10-year fixed rate: 8.47 %, up from 7.44% the week before, +1.03
• 5-year variable rate: 11.74%, up from 11.62% the week before, +0.12

Through Credible, you can compare private student loan rates from multiple lenders.

For 10-year fixed private student loans, interest rates spiked by over a whole percentage point, while rates for 5-year variable student loans edged up by less than a quarter of a percentage point.

Borrowers with good credit may find a lower rate with a private student loan than with some federal loans. For the 2023-24 academic school year, federal student loan rates will range from 5.50% to 8.05%. Private student loan rates for borrowers with good to excellent credit can be lower right now.

Because federal loans come with certain benefits, like access to income-driven repayment plans, you should always exhaust federal student loan options first before turning to private student loans to cover any funding gaps. Private lenders such as banks, credit unions, and online lenders provide private student loans. You can use private loans to pay for education costs and living expenses, which might not be covered by your federal education loans. 

Interest rates and terms on private student loans can vary depending on your financial situation, credit history, and the lender you choose.

Take a look at Credible partner lenders’ rates for borrowers who used the Credible marketplace to select a lender during the week of November 6:

Private student loan rates (graduate and undergraduate)

Who sets federal and private interest rates?

Congress sets federal student loan interest rates each year. These fixed interest rates depend on the type of federal loan you take out, your dependency status and your year in school.

Private student loan interest rates can be fixed or variable and depend on your credit, repayment term and other factors. As a general rule, the better your credit score, the lower your interest rate is likely to be.  

You can compare rates from multiple student loan lenders using Credible.

How does student loan interest work?

An interest rate is a percentage of the loan periodically tacked onto your balance — essentially the cost of borrowing money. Interest is one way lenders can make money from loans. Your monthly payment often pays interest first, with the rest going to the amount you initially borrowed (the principal). 

Getting a low interest rate could help you save money over the life of the loan and pay off your debt faster.

What is a fixed- vs. variable-rate loan?

Here’s the difference between a fixed and variable rate:

• With a fixed rate, your monthly payment amount will stay the same over the course of your loan term.
• With a variable rate, your payments might rise or fall based on changing interest rates.

Comparison shopping for private student loan rates is easy when you use Credible.

Calculate your savings

Using a student loan interest calculator will help you estimate your monthly payments and the total amount you’ll owe over the life of your federal or private student loans.

Once you enter your information, you’ll be able to see what your estimated monthly payment will be, the total you’ll pay in interest over the life of the loan and the total amount you’ll pay back. 

About Credible

Credible is a multi-lender marketplace that empowers consumers to discover financial products that are the best fit for their unique circumstances. Credible’s integrations with leading lenders and credit bureaus allow consumers to quickly compare accurate, personalized loan options – without putting their personal information at risk or affecting their credit score. The Credible marketplace provides an unrivaled customer experience, as reflected by over 4,300 positive Trustpilot reviews and a TrustScore of 4.7/5.

2023 Haitkin Lecture: Developing Responsible and Trustworthy AI

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On October 11, the Business and Society Program hosted the 2023 Haitkin Lecture , where Brad Smith, Vice Chair and President of Microsoft , engaged in a discussion moderated by Michael Posner, Director of Business and Human Rights . This enlightening conversation delved into the challenges surrounding artificial intelligence and explored strategies for responsible development and usage by companies.

Left to right: Michael Posner, Director of Business and Human Rights  and  Brad Smith, the Vice Chair and President of Microsoft

Left to right: Meri Haitkin, Penny Haitkin, Michael Posner , Brad Smith , Professor Buchanan , and  Professor Wiesenfeld

Brad Smith, Vice Chair and President of Microsoft

About the Haitkin Lecture

The annual Haitkin Lecture is a forum dedicated to the examination of issues of integrity and ethics in business. It is a special opportunity that allows for Stern students to listen to and ask questions of extraordinary individuals from academia, practice and the press. The Haitkin Lecture was established through the generosity of Stern alumnus Jeffrey Haitkin, BS ’68.

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The Charger Blog

University Community Celebrates Legacy of Graduate Student who ‘Dreamed Big’

Priyanshu Agwal ’24 M.S., a candidate in the University’s master’s degree program in business analytics, was the victim of a hit-and-run accident in New Haven last month. Members of the Charger community gathered to remember an individual whose “happiness was contagious.”

November 15, 2023

By Renee Chmiel, Office of Marketing and Communications

When Rishav Kant '24 M.S. thinks of his friend Priyanshu Agwal ’24 M.S., he remembers how Agwal would greet him with a big smile. He says that’s how Agwal greeted everyone he saw in the library or in class.

Kant was among Agwal’s friends who recently shared their stories and treasured memories of him as part of a celebration of life held recently at the University. Agwal, who had been pursuing a master’s degree in business analytics and was planning to graduate this spring, was the victim of a hit-and-run accident in New Haven last month. Kant had seen Agwal just two days earlier.

“I met him in the library , and he was excited to be applying for jobs,” recalls Kant, a candidate in the University’s graduate program in business analytics. “He also loved New York, and he wanted to work there.”

An international student who hailed from Deoli, India, Agwal came to the U.S. in 2022. He’d served as a business analyst intern with Caliber IT Solutions Inc. for the past year. His professors described him as a successful student who was well-respected by his classmates.

Agwal’s brother Aman Agwal ’23 MBA is a recent graduate of the University. Speaking on behalf of the Agwal family as part of the celebration of life, Atithi Pawar ’24 M.S. said that the brothers had always gone to different schools – until they both became Chargers.

“Everyone said that two Agwals in one school was too much,” said Pawar with a smile. “Priyanshu had strong personality from the start. He dreamed big, and he loved it here.”

‘The beautiful life called Priyanshu’

When Agwal’s parents visited him in the U.S., he showed them around New Haven and the region. His family returned after the accident, staying with him in the hospital and meeting his many friends and fellow Chargers who came to visit him and offer their support. The family made the decision to donate Agwal’s heart.

“His legacy lives on, and he gave a person a second chance at life,” said Surabhi Shreekant Nagraj ’24 M.S., Agwal’s friend and the president of the University’s Indian Student Council . “He was an outstanding student and friend. His happiness was contagious. He reminds us that our time is finite. Let us not only mourn him, let’s celebrate his legacy.”

As part of the ceremony, the Charger community celebrated Agwal’s legacy. His classmates gathered to remember him, to share their favorite memories of him, and to offer their condolences to his family. They also viewed a slideshow of photos and videos of Agwal with his family in the U.S. and with the second family of friends and fellow Chargers that he created.

“There are lots of people here, and that speaks to the person Priyanshu was,” said Steve Macchiarolo, director of graduate and international student life. “He was outgoing, full of life, and loved by many. He lived life to the fullest every day, and he made sure he got the most of his experience in the U.S. and at the University.”

The University will confer Agwal’s degree posthumously during Spring Commencement. Kant, Agwal’s friend, says his friends will continue to remember him and to celebrate the life he lived.

“It feels like Priyanshu is always there for us,” he said. “When our friends meet, we’ll get a beer for him and celebrate the beautiful life called Priyanshu.”

Recent News

Students Reflect on ‘Amazing’ Experience Hosting ChargerMUN

Bringing middle and high school students to the Univeristy of New Haven, Charger Model United Nations was an exciting opportunity for local students to learn about how the UN operates. It also enabled Chargers to share what they’ve enjoyed and learned from being a part of the University’s award-winning Model United Nations program.

Priyanshu Agwal ’24 M.S., a candidate in the University’s master’s degree program in business analytics, was the victim of a hit-and-run accident in New Haven last month. Members of the Charger community gathered to remember an individual whose 'happiness was contagious.'

Cross-Disciplinary Case Competition Presents a Sneak Peek into Resolving Real-World Problems

The recent competition was an exciting opportunity for graduate students to build their creativity and teamwork skills while building their confidence and gaining important experience.

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Breezeline Supports Graduate Students in Broadband Equity Challenge Competition

QUINCY, Mass., Nov. 13, 2023 (GLOBE NEWSWIRE) — Breezeline, the nation’s eighth-largest cable operator, is a lead sponsor of this fall’s “Interactive Case Competition” at which more than 30 business school graduate students from Pace, NYU, Drexel and the University of Miami will propose ways to promote digital inclusion and access.

The Broadband Equity Challenge encourages students to think critically about ways to expand access to broadband internet, as well as to promote adoption and increased use through digital literacy initiatives and training. 

Since its inception in 2011, more than 400 students representing 25 top graduate schools in North America have participated in the program, with nearly 50 percent of students pursuing a career in media and technology after graduation.

To prepare for the competition, each team was provided with a comprehensive overview of the broadband industry, as well as the challenges and opportunities for expanding broadband access. In addition, students received coaching throughout the semester from executive mentors as they prepared their case study presentations.  Breezeline mentored two University of Miami teams.

“Breezeline is pleased to support this year’s fall competition by sponsoring the event and mentoring teams,” said Shaun Blake, vice president of products and programming for Breezeline. “We enjoyed engaging with students and were impressed with the energy, enthusiasm and insights they demonstrated in preparing their proposals.”

The students will present their plans at a live, virtual event at 5 p.m. ET on November 16 before a distinguished panel of judges, including Larry Irving, chairman, PBS, Howard Horowitz, President, Horowitz Associates & GM Insight Loft, and Dan Whalen, president and CEO, ATX Networks.

Sponsorship dollars go directly to winning student teams as prize money to support their education. The students also submit their biographies and resumes to company recruiters for potential internship positions and employment opportunities.

The competition, which is held twice each year, was founded by Craig Leddy, president and senior market analyst for Interactive TV Works, Inc., a New York-based consultancy promoting an understanding of digital media opportunities. Leddy also served as editor of Cablevision magazine, a columnist for Multichannel News, and a contributing analyst for Light Reading and other publications.

In addition to its support of the Case Competition, Breezeline has pursued a range of initiatives to help promote digital equity and inclusion, including partnering with federal, state and local stakeholders to extend broadband to unserved areas, as well as through its support of the Affordable Connectivity Program (ACP), which provides broadband internet at a discount for households that meet financial eligibility guidelines. Breezeline also promotes adoption through digital literacy training programs for older adults.

Complimentary registration for the November 16 virtual competition is available here. Visit InteractiveTVWorks.com to learn more about the Interactive Case Competition.  

• About Breezeline

Andrew Walton

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