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The corporate world has long been requesting marketing programs at the master's level. These employers have recognized that strong marketing skills are required for virtually any corporate career. In addition, if you intend to own your own business, no matter what field you are in, marketing skills are crucial.
The Concentration and the Certificate in Marketing were designed with the needs of different industries incorporated into the course content. The Marketing Manager position is normally described by the Bureau of Labor Statistics as someone responsible for planning, directing and coordinating marketing policies and programs. Marketing managers also help to determine the demand for products and services, identify potential customers and develop pricing strategies with the goal of maximizing the firm's profits or share of the market.
All of the courses included in the Marketing Concentration or Marketing Certificate will give the potential Marketing Manager or Entrepreneur the tools for strategic thinking and skills that can translate into success!
NOTE: In addition to the standard admission requirements, a Master's degree from a regionally accredited institution is required for consideration to a post graduate certificate.
Full-time professionals are available to discuss the marketing certificate curriculum with you in greater detail. Simply call 800.672.7223 Ext. 25168 or contact our Enrollment Services Staff.
Total credits: 15
|MKT 5125||Marketing Decisions for Managers|
|Choose 4 from:|
|MKT 5200||Customer Value|
|MKT 5235||Global Marketing|
|MKT 5215||Sales Management|
|MKT 5245||Marketing Research|
|MKT 5250||Product and Brand Management|
|MKT 5260||Services Marketing|
|MKT 5225||Social Media Marketing|
|MKT 5270||Managing Marketing Communications|
*If MKT 5125 already completed from MBA or other degree, an additional elective must be selected
MKT 5125 Marketing Decisions for Managers (3 cr.)
Students will gain a working knowledge of the decisions marketing managers make by learning to think strategically. Students will develop marketing plans aligning marketing decisions and strategies. Students will be able to implement marketing decisions to optimize customer and organizational value.
MKT 5200 Customer Value (3 cr.)
This course stresses the service aspects of an organization (especially customer service); marketing and organizational responsiveness; and how to design, deliver, and measure superior customer value. Via an integrated marketing and operations/process perspective, students will understand how to blend the delivery of service and quality, together with image and pricing strategies to maximize the value proposition. Strategies for optimizing and communicating customer value, measuring customer orientation, and relationship and retention marketing are also examined. The customer value funnel- consisting of macro-environmental factors, market forces, organizational issues, customer characteristics and perceptions, and business performance -- is used as the case analysis framework in this course. Prerequisite: MKT-5125 or MKT-5070.
MKT 5235 Global Marketing (3 cr.)
This course is an overview of the unique aspects of marketing in the global economy that provides a framework for analysis. Emphasis is placed on the development of strategies for markets in diverse cultural, political, and economic situations. It focuses on foreign market analysis, target market identification, product planning, promotion, and channels of distribution. It also discusses the complex aspects of exporting and foreign market entry-mode. Global economic, social and political events and issues are included in discussions related to formulating and adapting a global marketing strategy. Prerequisite: MKT 5125 or MKT 5070.
MKT 5215 Sales Management (3 cr.)
Recognized as a vital marketing channel, sales forces are underrepresented in academic study compared to other topics like business-to-business marketing, entrepreneurial marketing, consumer behavior, and technology. Sales forces encompass a collection of complex subjects that combine individualistic sales personalities with intricate issues involving pay for performance, customer targeting based on data, evaluating sales person performance, and emerging technology. Sales force executives and managers combine skill with science more than managers in any other managerial area (Zoltners, Sinha, and Zoltners 2001). The MKT 5215 curriculum is designed around frameworks that provide the sales manager with an understanding of the entire sales force system. Frameworks include the role of the sales force in go-to-market strategies, how to assess the effectiveness of a selling organization, and success drivers such as sales force sizing, hiring, training, compensation, and coaching. This program of study is designed for salespeople who want to advance professionally, top managers, business owners, and entrepreneurs. The curriculum delivers a comprehensive view of important decisions encountered by any selling organization. Prerequisite: MKT 5125 or MKT 5070.
MKT 5245 Marketing Research (3 cr.)
This course concentrates on the application of marketing research techniques and theory to aid decision makers in the solution of real world marketing problems. Topics include problem definition, research design, (including exploratory, conclusive, and survey research), qualitative and quantitative research, collection of marketing information from primary and secondary sources, sample design, and analysis of data with specific applications to decision making. Prerequisite: MKT 5125 or MKT 5070.
MKT 5250 Product and Brand Management (3 cr.)
Students will gain a working knowledge of the fundamentals of strategic product brand management. The course will consist of the components of branding, including brand equity, brand identity development and brand positions; how to build brands; growing brands and managing and sustaining brands. The role of IMC in building brands will be discussed as well as branding in different contexts including business-to-business and branding in entrepreneurial organizations. Use will be made of case studies. Prerequisite: MKT 5125 or MKT 5070.
MKT 5225 Social Media Marketing (3 cr.)
This course will familiarize students with the social eco-system and its value in creating a permission-based marketing organization for sales generation, online brand storytelling and ongoing customer engagement. Students will develop marketing plans and evaluate cases that enrich their understanding of how social media contributes to integrated marketing communications (IMC) and search engine marketing in a customer-centric environment. Sales nurturing strategies will be developed that adopt video, mobile and blog content for moving targeted audiences through a social sales funnel. In addition, students will be challenged with the creation of fan engagement and influence marketing strategies that boost an organization's market exposure and overall brand appeal. Collectively, these strategies will be integrated across social content platforms as part of an enterprise-wide campaign that micro-targets consumers immersed in smart devices and guided by big data. In the course of plan development, students will be challenged to measure of the ROI of their social media plans along with the development of a social business infrastructure. Prerequisite: MKT-5125 or MKT-5070.
MKT 5270 Managing Marketing Communications (3 cr.)
This course introduces students to the key elements of communication theory and consumer behavior, in relation to their application to marketing communications and promotion. The course examines marketing communications and the components of marketing promotion from a systems perspective, with the purpose of establishing their place in an integrated marketing communications strategy. Key elements of the promotional mix are taken into consideration, including advertising, direct and interactive marketing, public relations, trade promotion and consumer promotion. The course will also focus on topics such as the interlinking of corporate, marketing and communication strategy, as well as how audiences frame and interpret marketing messages. Overall, all these elements will be linked in practical projects related to the formulation, monitoring and evaluation of an integrated marketing communications strategy. Prerequisite: MKT 5125 or MKT 5070.
Because Master's level study extends knowledge and skills acquired in both the classroom and workplace, the successful completion of the following foundation courses are required in order to enroll in this certificate program. Satisfactory completion of foundation courses requires a "C" grade or better in each.
MKTP 5005 Introductory Marketing (3 cr.)
This is a survey of the essentials of marketing. Covers the nature of marketing and its environment, selecting target markets, marketing research, customer behavior, and forecasting sales. Emphasis on marketing strategy planning. Course satisfies the program prerequisite of marketing for master's degree programs. This course is not financial aid eligible if taken by itself. Students must be taking an aid eligible course from their degree program with this course in order to receive financial aid.