Through our 100 percent online Graduate Certificate in Marketing, you will have the opportunity to gain the core knowledge and skills necessary to carry out essential marketing functions—from branding new products to advertising services and exploring new consumer audiences.
This program is designed to help you enhance your understanding of marketing fundamentals to build customer connections through targeted messaging and advertising. Your course work will introduce theories and case studies, exploring ways to influence behavior and drive customers to make purchase decisions. You may explore the latest trends in technology and new media, their effect on marketing goods and services, and how to deliver value using the latest technologies. You may also expand your knowledge of mobile platforms, branding, social networks, and technology adoption in emerging markets.
Once you have completed your online Graduate Certificate in Marketing, endless opportunities lie ahead. The credits you have already earned may be applied toward an eligible master’s degree program, including the online MBA, or you may opt to explore new opportunities for career growth.
Complete all courses and requirements listed below unless otherwise indicated.
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. Includes professional accounting students.
MKTG 6200 | 3 credits
Complete 9 credit hours from the following:
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
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