Benefits
• | Explore new career opportunities or develop specific skills in marketing. | • | Interact with local and international marketing professionals. | • | Enhance your knowledge and skills in the various components of marketing, consumer research, presentation skills, creativity and strategic planning. | • | Gain practical and theoretical knowledge from instructors who are working professionals and leaders in their field. |
 Curriculum
A certificate is awarded upon completion of the following eight required courses in an accelerated format (one quarter long) and the Professional Communication Seminar with a grade of "C" or better in each course. We also offer an optional internship at the end of the certificate program for an additional fee.
Presentation Skills Workshop
Being able to present your thoughts clearly and concisely helps you achieve success in all aspects of your life. Gain confidence and poise in front of an audience and explore the most advanced techniques to refine and enhance your verbal communications skills.
Essentials of Marketing Beyond the Four Ps
With an understanding of the four Ps (product, place, price and promotion), you'll be prepared to develop a dynamic marketing strategy. Explore the complex relationships between objectives, strategies, positioning, tactics, budgets, competitive analysis, target markets, and more. Additionally, explore how today's information-based economy is affecting the way in which products are marketed and sold, and learn marketing fundamentals as they apply specifically to the Internet.
Understanding Customers and Markets Through Research
Explore the most advanced market research methods including use of web-based tools such as MapInfo, Scan/US, and Arc View GIS. Learn how to analyze research data to measure the effectiveness of your marketing program, determine what changes are needed, and implement a competitive strategy. Examine the factors that impact consumers' buying decisions and learn how to affect demand for your product or service. Understand the tools/techniques for anticipating competitive strategies so you can out-maneuver your competitors.
Making the Most of Your Website
Determine what you want your web site to do and then learn how to make your site accomplish those objectives. Examine how you can use your web site as a research tool, selling tool, and communications tool. Discover how to develop and use your web site to provide customer service, test new products, and obtain marketing research information.
Business-to-Business Marketing
The Internet has created tremendous opportunities for business-to-business marketing. Learn to apply the basics of consumer marketing to this new method of selling your products and/or services. Understand what's different about business-to-business marketing and explore the effective use of channels, pricing strategies, targeted media plans and schedules, and buying cycles for new types of products and services.
Customer Relationship Management for E-Business
Customer Relationship Management (CRM) is a business strategy that provides the enterprise with a complete, consistent, and integrated view of its customer base. Learn to identify customer touch points. Gain exposure to the CRM software that is available and learn how to evaluate what would work best for your business or place of work. Emphasis is placed on customer satisfaction and retention using Internet technology.
Branding for E-Commerce
As the Internet becomes more widely accepted as a marketing and electronic commerce channel, organizations (for profit or non-profit) are finding that new elements are entering the branding equation. The online branding process and results often differ from their offline counterparts. This one-day workshop presents the methods and techniques for creating and maintaining an effective brand using the unique powers of the digital and analog worlds.
Marketing Planning for Your Product or Business
Understand the modeling and mechanics of preparing a marketing plan with a focus on understanding strategic and tactical planning. Learn how to analyze marketplace dynamics, identify customer and business needs, prepare a creative strategy, build an action plan for implementing the strategy, develop budgets and financial projections, and analyze the plan's effectiveness. Other topics include how to work with agencies and internal departments, and how to "sell" the marketing plan to senior management.
Internship (click here)
As an optional last course for an additional fee of $1,350, you have the opportunity to apply academic theory and gain practical experience in a variety of international business job functions in a local firm for up to three months. A research project provides additional training. Also included in the internship is the Interviewing Skills and Resume Development Workshop. Prerequisite: Completion of the requirements for the Marketing Certificate. |
The internet, the digital economy, and the growth of an
information-based society are dramatically changing business and the
way products and services are marketed and sold. To be more
successful in this “new marketing environment” businesspeople need
to understand what is changing and the new tools and approaches now
available. This certificate program focuses on building marketing
knowledge and skills while incorporating the new tools. Specific
areas of focus include market and marketing research, competitive
monitoring, internal and external communications, marketing
planning, and use of internet tools, techniques and software
available to assist in implementing marketing strategies.
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