Marketing
Graduate Certificate
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The Graduate Certificate in Marketing is designed to provide the learner with fundamental Marketing business knowledge. This certificate is ideal for those preparing to reenter higher education or to provide entry-level employees with the professional development they need to advance their careers.
The certificate coursework focuses on learning the application of communications theory and research findings in advertising, publicity, and conducting and administering programs of information and persuasion. You’ll also learn marketing data analysis and research techniques and how they are utilized in the industry.
In this program, you’ll gain advanced knowledge in several business areas to lay a foundation for graduate business coursework and advance your career if you’re interested in marketing business roles.
This certificate requires a bachelor’s degree from an accredited institution and 3-5 years of work experience.
*Residents of some U.S. Territories may not be eligible. Please see our Eligibility & State Authorization page for more information.
You must complete either MKTG 572 or MKTG 530 and then select six more units from the courses listed:
Learn the application of communications theory and research findings in advertising, sales promotion, publicity, personal selling and planning, and conducting and administering programs of information and persuasion.
This course covers the specification of management information needs, evaluation of research proposals and findings, methods of gathering and analyzing data, and administrative aspects of research and decisions.
This course is designed to introduce you to the complexities of social media marketing through foundational theories and associated concepts of collective behavior, social influence, and social media marketing. The primary focus of this course will be on understanding consumers' social interactions, the impact technology has on marketplace relationships, the various social media channels available to marketers, how to build social media marketing strategies, and how to track their effectiveness. Our levels of analysis will shift from individuals to collectives. You will be responsible for conducting primary and secondary research, recognizing course theories in action, creating effective social media marketing campaigns, and managing social media marketing efforts.
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The key objective of this graduate-level course is to understand the development and implementation of a comprehensive long-term marketing strategy for a company or business organization by focusing on its customers, competitors, and market opportunities. The course will provide you with an opportunity to broaden your understanding of competitive marketing strategy and to develop skills in formulating, implementing, and monitoring it. Through readings, lectures, and cases, we will cover a variety of topics, including understanding & delivering customer value, understanding customer loyalty & its implications, choosing an appropriate position in the value chain, implementing effective segmentation and competitive positioning strategies, and designing effective pricing, channels, branding, and digital marketing strategies in a wide variety of consumer, industrial, and service industries as well as for new and old-economy businesses. |
Experts say that pricing is the moment of truth for marketing strategists. The purpose of this course is to ensure that when you reach that moment of truth, you know 'what' to do and 'how' to do it. To equip you with the required expertise, this course covers theories, conceptual frameworks, and analytical tools used to make effective pricing decisions. Although pricing cannot fully compensate for poor product development, promotion, and distribution, ineffective pricing can surely prevent those efforts from resulting in financial success. Many companies create great value for their customers yet fail to capture that value in their earnings due to a lack of integration between their value-creation activities and their pricing decisions.
Outcomes
Skills
Earning your Graduate Certificate in Marketing will build core skills, including:
- Identifying best marketing practices
- Digital marketing plan knowledge
- Marketing plan strategy
- Knowledge of business model pricing strategies
Potential Career Paths
Employment/career options that benefit from the Graduate Certificate in Marketing include:
