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Professional Certificate in Marketing

Professional Certificate in Marketing

Course schedule subject to change

In-Person

Online

H Hybrid

Required (12 units)
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Winter

Spring

Summer

Fall

Consumer Behavior

Understanding "why people buy" is of crucial importance in determining how to market. This course analyzes consumer desire/needs and examines methods for satisfying them in order to learn how to create and stimulate demand for an organization's products and services. The material covered concentrates on both internal factors (beliefs, attitudes, perceptions, emotions) and external factors (class, peer groups, family structure, culture, society, stereotypes) that influence buying behavior.

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3 units

Market Research

Marketing management requires objective information about the market served in order to make intelligent business decisions. This course examines marketing information sources, the market research process, and data collection and analysis, including consumer/customer surveys and test marketing. Both quantitative and qualitative research are examined with discussions and analysis about the value and the limitations of data and how to evaluate results and make recommendations for action.

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3 units

Marketing Principles and Practice

In nearly all organizations, effective marketing is an important determinant of success in a highly competitive marketplace. This course introduces key principles of marketing, essential marketing functions and contemporary marketing practices in order to develop a practical understanding of how marketing affects the profitability and growth of a company or organization. Among the many topics examined are fundamental concepts and processes, the marketing environment, market research and analysis, demographics, market segmentation, product positioning, image management, advertising, pricing, distribution, merchandising, product development and strategy implementation.

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3 units

Strategic Marketing and the Marketing Plan

Achieving a sustainable competitive advantage is an ongoing challenge to everyone involved in implementing a marketing strategy. In a climate of rapidly changing products, services and delivery methods, marketing management requires an understanding of methods and techniques that can help achieve a competitive advantage by positively distinguishing the organization, product or service from competitors. This course examines how to develop, implement and manage competitive marketing strategies that achieve marketing and organizational goals. Students evaluate and assess the potential effectiveness of alternative strategies as they relate to mission, resources and goals. The creation of a comprehensive marketing plan that meets these goals is extensively discussed, and students work in teams to develop actual marketing plans.

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3 units

Elective (6 units)
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Winter

Spring

Summer

Fall

Advertising and Promotion Management

Competition for the consumer's attention is intense because advertising penetrates nearly all aspects of everyday life. This environment makes it challenging to produce an attention-getting, cost-effective and significant ad. This course examines the role and use of advertising within the marketing function, providing an overview and evaluation of different advertising methods, including print and electronic media, television and radio. Models and research methods are explored with special attention to setting objectives, copy decisions, media issues and budgeting. Public relations, publicity and sales promotion techniques also are examined.

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3 units

New Product Development

This course provides a comprehensive introduction to product development lifecycles, including how to effectively manage new or existing products using proven project management techniques and approaches. Participants examine "cradle to grave" management of a product, including inception of an idea, research and development, market analysis, production, re-engineering, closing out a product and recycling a product. Topics include understanding product development frameworks, alternative approaches to organizing resources and the planning process for managing multiple products at various development stages. Emphasis is on adapting project management skills, techniques and approaches to both simple product line enhancements and adaptations to more complex products involving extensive R & D, testing and analysis.

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3 units

H

Public Relations Management

An introductory course in contemporary professional public relations practiced in diverse settings, including higher education, not-for-profit organizations, health care institutions, business, industry and government. Aspects of public relations to be studied will include the communications process, the diversity of the practice, publicity, media relations, publications, community relations, fundraising, working with volunteers, legal requirements and planning.

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3 units

Social Media Marketing

Savvy marketing professionals use YouTube, Twitter, Facebook, Linkedln, blogs and other social media marketing tools to reach new markets. Participants in this course learn the marketing principles and practices most commonly used for social media marketing. Topics include new channels of social media marketing and Web 2.0; case studies and real-world success stories; do's and don'ts of social media marketing; online social network management; user generated content; content sharing; blogs, podcasts, wikis; tracking leads and lead generation; measuring success; budgeting for social media marketing; current and future trends; and how to evaluate social media marketing as part of an overall marketing; current and future trends.

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3 units

Web Publishing

This course teaches fundamental skills in web site development and the Web publishing process is explored in detail. You have the opportunity to pursue a hands-on Web publishing project to gain a full understanding of the steps and milestones to develop an effective Web presence.

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3 units

Video Production for Social Media

Video has long been one of the most effective tools in a company's marketing kit. Now, with the broadening of the Internet, video marketing for the web is exploding! In this course, you will learn the critical components of a successful video production, from pre-production, sound and lighting, editing, post production, to your website launch and presentation.

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3 units

Blogging for Cash

Looking for a quick and easy way to drive traffic to your website or eliminate the need for a website? Beginners and experts are turning to blogging to communicate with their customers and to generate income. A business blog can be informal while professional. Blogs are easily maintained and allow you to regularly communicate with your customers and employees. Unlike traditional media that require lead time for publishing, blogs can be easily updated without the cost of a web designer.

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1 units

Guerrilla Marketing

Guerilla marketing is an unconventional system of promotions that relies on time, energy, and imagination rather than a big marketing budget. Typically, guerilla marketing campaigns are unexpected and unconventional. The idea is to create a unique, engaging, and thought-provoking concept to generate "buzz" through unusual approaches such as intercept encounters in public places, street giveaways of products, and public relations stunts. More innovative approaches to guerilla marketing now utilize cutting-edge mobile digital technologies to really engage the consumer and create a memorable brand experience.

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1 units

Using Podcasting, Video and Radio to Expand Marketing

The Internet is rapidly changing the way we discover, consume, and share information. Transforming online monologues into engaging dialogues, social media platforms enable companies to connect and communicate with their target audience in new and innovative ways. Smart companies are joining the emerging and highly effective technologies like podcasting, video, and radio to grow their businesses. This highly interactive and engaging course will help you reach across the social Web and deliver measurable results for your company through the development and management of free for digital audio content over the Internet.

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1 units

New Age Digital Viral Marketing Techniques

What does a virus have to do with marketing? Viral marketing refers to marketing techniques that use pre-existing social networks to increase brand awareness by encouraging individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, and to millions, through the Internet. Everyone wants to see it, and when they do, they all want to share it.

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1 units

Social Media Marketing Strategy

The emergence of social media has transformed the way organizations market and promote their products online. Understand the dynamics of social media applications and learn more about how they apply to product marketing. This course will focus on how social media is changing business in fundamental ways and explore the opportunities for social networks to improve marketing, brand reputation, communications, research, and more.

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1 units

Search Engine Optimization (SEO)

Learn ways to optimize your website for search engines. It's crucial that your audience can find you on the web at the top of their search. In this course participants will learn how to develop a plan using SEO techniques for marketing their business, navigating the web using different search techniques, researching, analyzing keywords, improving traffic, and optimizing websites to be search engine friendly and more competitive in ranking.

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1 units

Successful e-Commerce Solutions

Incorporating e-commerce into your business can expand your reach, lower costs, heighten response time, improve services and support, and deepen relationships with customers and partners. This course focuses on practical strategies for harnessing the power of the internet for both business-to-consumer(B2C) and business-to-business (B2B) relationships. Topics explored by industry experts include applying brand development, direct selling and customer service strategies within the e-commerce environment; reaching the goal of purchasing as a self-service application for consumers and a trading partner applications for suppliers; and using direct links with partners to lower inventory associated costs and enhance response. Discussion will also emphasize cost-effective implementation by consideration of issues such as comprehensive solutions, flexible solutions that adapt to change, security that works but doesn't overwhelm usability, incorporating the functionality of existing applications and meeting the challenge of interoperability with partners.

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1 units

Introduction to WordPress (formerly: WordPress Blogging)

WordPress is one of the most popular blogging tools on the web, simplifying the process of building a website and creating a platform to post ideas, pictures, and other content. This is an introduction to the fundamentals of WordPress, and will enable you to successfully create a functional WordPress blog.

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2 units

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