Boston Campus Curriculum
As a graduate certificate student, you will have the opportunity to learn from world-renowned faculty and accomplished classmates. Among your professors, you’ll find marketing experts, business founders, consultants, and respected industry leaders. Sitting beside you in the classroom, you’ll find fellow students from around the world, ready to share their own professional and academic experience. Engage in practical, real-world learning, designed for ambitious professionals like you.
A Focused Curriculum to Target Your Goals
By mastering the curriculum in this graduate certificate, you will gain valuable insight to help you design successful and impactful marketing campaigns when faced with real-world business challenges.
Each of the classes for your Graduate Certificate in Marketing will help you gain essential business knowledge to develop your career potential. You will take one required course and three or four electives. This program has been designed to be compliant with F1 visa regulations. For International students, you will take 5 classes over an 8-month period (two semesters) to be visa compliant.
Your Graduate Certificate in Marketing coursework will include:
Focuses on marketing analysis and planning. Emphasizes analysis of customer needs and company and competitor capabilities. This analysis forms the basis of a sound marketing strategy that provides value to customers in a way superior to competitors. Discusses how to deliver this strategy through the development of an integrated marketing program covering product offerings, pricing, promotion, and distribution.
MKTG 6200 | 3 credits
Electives (Select 3 or 4)
Develops understanding of the opportunities and challenges facing the international marketing executive, the decision-making process in marketing goods abroad, and the environmental forces—economic, cultural, and political—affecting the marketing process in the international marketplace.
MKTG 6212 | 3 credits
Focuses on the challenges and decisions new-product managers face as they take ideas through the new-product-development process. Companies need to create, develop, and market new products and services continually to compete effectively in a rapidly changing environment. Provides an overview of the new-product-development process, with an emphasis on customer involvement in this process. Provides detailed insights on such topics as new-product strategy, idea generation, idea selection and evaluation, concept development and testing, product development and testing, and market testing.
MKTG 6214 | 3 credits
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Covers the intersection of customer research with product design, specifically lean design and how to map abstract attributes that customers seek into concrete product designs that can actually be built. Other topics include managing the technology business interface, creating product teams, and drafting product development plans. Open to first-year graduate students.
TECE 6250 | 3 credits
Offers an advanced course in defining and managing an organization’s product-market strategy. Intended for marketing specialists and nonspecialists interested in incorporating a market focus from a general management or consulting perspective. Emphasizes using market information to choose and manage the company’s relationships with customers and competitors in a complex, changing environment, as well as the practical concerns of implementing and evaluating marketing strategy.
MKTG 6216 | 3 credits
Provides students with knowledge of management needs and techniques associated with the service sector of the economy. Includes understanding the differences between goods and service marketing, and how these differences influence marketing strategy and the tactical design of marketing mix variables. Assists in understanding the difference between tangible goods and services, differences in the consumer evaluation process between goods and services, special marketing problems created by the differences between goods and services, and strategies that address the unique problems in service marketing.
MKTG 6218 | 3 credits
Explores the latest trends in technology and new media, their effect on marketing goods and services, and how to deliver value to the customer using the latest technological innovations. Examines the latest trends in digital marketing, such as mobile marketing, and how the mobile platform can be used for branding purposes and to enhance customer relationships. Explores topics such as branding and advertising via mobile phones, online social networks and communities, technology adoption in global emerging markets, and how the Internet empowers customers and enables firms to engage in customer advocacy. Also examines how marketing research is conducted for technological innovations and ethical concerns that arise with technology usage, such as privacy and security issues, identity theft, and the role of trust in digital marketing.
MKTG 6222 | 3 credits
Offers students an opportunity to obtain an in-depth understanding of the brand-building process amid radical changes in today’s marketing communications platforms. Exposes students to concepts, frameworks, and theories critical to developing branding and advertising strategy in the twenty-first century, including brand positioning, target audiences definition, creative advertising, integrated marketing communications, the influence of social media, and assessing marketing and media effectiveness.
MKTG 6223 | 3 credits
Covers business-to-business marketing and the key roles of managing relationships with large buyers, going to market, and the sales organization. Begins with an understanding of why and how firms, institutions, and organizations purchase products and services and the importance of the multifunctional buying center. Covers a proven selling process and presents compelling solutions to customers. Going-to-market topics include managing value-added resellers and distributors. Intended for all interested in marketing: future product managers who must rely on the sales force and distributors to introduce new products and promotions, future sales managers, and marketing executives who must manage the marketing-sales interface.
MKTG 6224 | 3 credits
Focuses on the consumer as the key element of marketing strategy and application. Explores demographic, lifestyle, social, and cultural trends and their impact on consumer attitudes, motivations, and behavior. Other topics include group dynamics, family, learning, personality, and emotions and their impact on the business world. Offers an in-depth look at the consumer decision process as a model to guide the planning and evaluation of marketing strategies.
MKTG 6226 | 3 credits
Offers an in-depth examination of selected issues and problems in marketing that are of current interest to faculty and students. Specific topics alternate depending on faculty availability and interest as well as student enrollment criteria.
MKTG 6260 | 3 credits