Update: Grad School

I think an update on my progress with my graduate degree is over-due, so here's the basic update. Basically, I am receiving mostly "A's and B's", with exception for an "F" I received because I didn't withdrawl from a class before the the cut-off date. Unfortunately, they can't over-ride that class, so my GPA will suffer from it. Now, I'm taking that same class, and will most likely receive an "A" for my efforts. But, I'm about a year and a half down with my program, and now it's time to focus on my Thesis and Directive Study Program with my Instructor (i.e., Advisor).

This began me thinking about my Graduate program (in general) at the Academy of Art University. Well, this Spring 2007 Semester, I am taking a few courses, which include an Account Planning and Branding course. I have been looking quite forward to these courses, considering that my emphasis will lay here, and find that these two courses will be crucial to my future success.

So, each week I log into class, expecting to learn something new, hoping to discover some new method or insight into the art of branding and the management of it. Instead, I've become really discouraged lately as it's just become a sort of typical Internet Discussion Board where everyone involves sort of just discusses their own personal feelings and experiences with brands. Rather, I would have preferred to attend a more professional course, wherein I could acquire skills that I could eventually walk away with and feel good about the money I invested.

I think it's great that we can have the luxury of a 21st Century Dialogue--which creates opportunities for different colors, cultures and worlds away to communicate via positive dialogue in ways that would have been impossible a few short years ago. And from time to time, I see a few glimmers of genius from each student, but I think it would be idealistic of me to think I could gain a great deal from my fellow classmates. Don't get me wrong, I thoroughly appreciate and value each of my classmates' opinions and enjoy reviewing their respective assignments, but they are for the most part based on a limited knowledge of the subject. I would hazard a guess as to say that most of my fellow students come into this class, not as experts but as pupils from a wide variety of disciplines. Including myself in that. As a result, these few courses on Account Planning and Branding, our assigned books, and a couple of related classes, make-up the base of our knowledge.

I would have personally prefer to receive more Account Planning and Branding specific information from experts in the field, regardless of whichever format that were to present itself in....videos, case studies, Instructor's comments and experiences, etc. Because I believe that once I can learn the proper Account Planning and Branding skills, then applying them through the watchful eye of my Instructor, coupled by the creative input from my fellow classmates, would be essentially become the proper balance in helping me to succeed as I move out into that "real world". Because when I finally venture out into that real world, employers will be calling upon me to provide accurate branding strategies for whatever means in order to propel that business.

Being that my this is a graduate course, I would have expected the weight of the course to be revolved around providing answers that have already been fleshed out by experts in the field, rather than theoretical discussions using our current feelings towards brands. I am afraid that when I walk away from this course I will have only learnt a great deal about Advertising in general, but only the basics of this what brands are and how they function, something that I am very interested in at the current moment.

Having said that, I am strongly considering a post-Graduate course dealing specifically with Marketing (e.g., Branding, Advertising). There are two programs that I am considering at this time, and the leading of the two is in Monaco, namely the Master of Science in Luxury Goods and Services (MScLGS), which is a 10-month course completed in five 7-week terms. The program is designed for recent graduates and professionals who wish to acquire knowledge and skills specific to the luxury industry. The MScLGS seeks to produce innovative and imaginative managers who can fill senior positions in strategic planning, identity and brand management, product policy, new product development, and product portfolio management in the luxury goods market.

So, who knows... that's where my head is at the moment. Thought I would share it.