General Catalog

Graduate Certificate in Marketing

12 Semester Credits / 1-2 Semesters / 4-8 Months

Delivery Mode: Online

The Marketing certificate prepares students to understand the strategic role of marketing and how to apply it in their organizations. The course teaches how to grow a business by thoroughly understanding its current and prospective customers through the only source of a firm's revenue. Companies with high or increasing market capitalizations need to know how to create, communicate, and deliver value to their customers. Students will learn how to create such value by applying a set of frameworks and analytical tools in three areas: identifying market opportunities, setting a marketing strategy, and formulating the marketing mix.

Students are refreshed on the basics of critical elements of the 4 p’s, segmentation and positioning. Students gain knowledge of the tools used and evaluate segmentation strategies like demographics, psychographic, behavioral and outcomes based segmentation. The program explores advanced topics from market research, big data analytics, product development, advertising, branding, retailing and sales to Internet marketing, our highly experiential coursework enables students to leverage real-world opportunities that help prepare them for dynamic and meaningful careers.

Case studies and practical application exercises are used to develop experience in implementing these frameworks and analytical tools in order to grow a business. Specific marketing concentration topics include market research and analytics, behavioral economics, consumer decision making, market segmentation, targeting, positioning, product development, advertising, pricing, and distribution.

Completion Requirements

The certificate requires successful completion of a total of 12 semester credits. Students need to receive a grade of B or better in each course to receive the certificate. Students receiving a grade below a B would have to retake the course before credit would be given.

Curriculum Requirements

Core Requirements

MKT507Marketing Analytics (MKT)

3

MKT508Internet Marketing (MKT)

3

MKT510Consumer/Buyer Behavior (MKT)

3

MKT536Global Marketing (IB) (MKT)

3