Marketing and Advertising

CERTIFICATE IN MARKETING

Marketing is essential--no business today could exist without it. This certificate guides you through the dynamics of marketing and shows you how to apply its principles to the practical working environment. The curriculum covers the difference between marketing and sales, brand building, reviving ailing consumer products and services and launching new ones, media costs and response measurements, and the role of database information. These are just a few of the many topics you cover in a program focused on one of the specializations below. The skills acquired in this program can be adapted to an agency, client, nonprofit organization, government or educational environment, or your own business.

Upon completion of the program, students have the ability to:

Understand the fundamentals of the sales and marketing mix--product, price, distribution, and promotion of goods and services.
Develop market strategies and write marketing plans and campaigns.
Use customer data for a better marketing program.
Perform a SWOT analysis on products and services.
Apply marketing concepts to niche areas of marketing and to different industries.
Develop sales strategies for execution and improve sales techniques.
Analyze the marketing environment and solve the marketing challenge.

This certificate is awarded to students who successfully complete five courses--three from your chosen specialization and two electives from the Marketing and Advertising section.

Certificate Builder

Marketing Fundamentals (3 of these courses are required)
COURSE CHECK LIST		COURSE NO.	PRICE

	Internet Market Research Targeting marketing managers, researchers, and analysts, this advanced course offers an overview of online market research methodology and application. Examine how qualitative and quantitative data... (click on course name to read more)	X50.8102	$785
	Marketing Research	X50.9140	*
	The Marketing Plan: Its Essential Role in Marketing An effective marketing plan is a road map to success for businesses, both big and small. Learn how to express a marketing strategy in a... (click on course name to read more)	X50.9143	$795
	Marketing Principles and Practices Study the fundamental marketing concepts at work in today's business environment. Explore the most relevant areas of consumer marketing, including situation analysis, development of marketing... (click on course name to read more)	X50.9247	$795


OR...
Marketing Research (3 of these courses are required)

	Internet Market Research Targeting marketing managers, researchers, and analysts, this advanced course offers an overview of online market research methodology and application. Examine how qualitative and quantitative data... (click on course name to read more)	X50.8102	$785
	Marketing Research	X50.9140	*
	Using Research Tools to Drive Marketing Strategies and Campaigns While marketers strive to develop strategies that resonate with customers, product managers are concerned with product launches, packaging, and placement. Marketing researchers have to design... (click on course name to read more)	X50.9280	$775
	Data Analytics, Interpretation, and Reporting Translate market research data into decision-making information for managers. This course examines how to use product design, promotion, and pricing to create an analysis plan... (click on course name to read more)	X50.9283	$785


OR...
Marketing Strategy and Branding (3 of these courses are required)

	The Marketing Plan: Its Essential Role in Marketing An effective marketing plan is a road map to success for businesses, both big and small. Learn how to express a marketing strategy in a... (click on course name to read more)	X50.9143	$795
	Strategic Marketing Management Winning marketing strategies are built on creativity, planning, and effective implementation. Following an analysis of how marketing strategy evolves out of a corporate strategic plan,... (click on course name to read more)	X50.9235	$795
	Crushing the Competition: Using Strategic Marketing Management for Competitive Advantage What aspects of marketing influence competitive advantage and help increase sustainable winning strategies? Examine strategy development and competition in-depth and learn how your company's position... (click on course name to read more)	X50.9240	$775
	Positioning and Brand Development Competition drives performance at every corporate level. Whether a small retail outlet, a service firm, or a dominant multinational corporation, strategic positioning and brand development... (click on course name to read more)	X50.9255	$785


OR...
Advertising Management (3 of these courses are required)

	Advertising Fundamentals Get a hands-on introduction to the business of advertising by stepping into the shoes of key players (account executive, copywriter, art director) and creating an... (click on course name to read more)	X50.9008	$785
	Advertising Copywriting Creating advertising copy that cuts through media clutter is one of the most challenging and rewarding roles in today's billion-dollar advertising industry. In this course,... (click on course name to read more)	X50.9032	$785
	Advertising Campaign Strategies Great advertising starts with an effective strategy. Learn to recognize and create a sound, professional, and effective strategy for any product or service. Examine concepts... (click on course name to read more)	X50.9246	$775
	Managing the Creative Mind: In Search of the Big Idea At the heart of every truly integrated marketing communications program is the Big Idea: the creative expression of a strategic insight that can be instantly... (click on course name to read more)	X50.9427	$775


OR...
Entertainment and Events Marketing (3 of these courses are required)

	Events Marketing Explore events marketing from concept to follow-up. Taught by a veteran events marketer, this introductory course covers the who, what, how, when, where, and why... (click on course name to read more)	X50.9296	$795
	Entertainment Public Relations How do you create effective publicity in an increasingly amateur world of musicians, artists, filmmakers, and entertainers and cut through the promotional clutter? Learn to... (click on course name to read more)	X50.9396	$775
	Entertainment Law The law plays a powerful role in the entertainment business. Whether in music, film, broadcast, cable television, or print industries, understanding the key legal issues... (click on course name to read more)	X50.9560	$765
	Sponsorship: Everything You Need to Know to Do It Well	X50.9595	*
	Entertainment Marketing Entertainment marketing sells tickets to movies, makes music a must-have, promotes must-see TV shows, and spins off new media and merchandise. Marketing strategies are crucial... (click on course name to read more)	X50.9605	$785


OR...
Integrated Marketing Communications (3 of these courses are required)

	An Introduction to Interactive Marketing Network with leading interactive marketing professionals as they share experiences from their respective fields of expertise. Advance your knowledge of interactive marketing and acquire an... (click on course name to read more)	X50.8221	$785
	Advertising Fundamentals Get a hands-on introduction to the business of advertising by stepping into the shoes of key players (account executive, copywriter, art director) and creating an... (click on course name to read more)	X50.9008	$785
	Marketing Communications Writing Effective marketing communications writing demands more than a working knowledge of language, grammar and paragraph construction; it requires clear marketing objectives, knowledge of the target... (click on course name to read more)	X50.9152	$785
	Integrated Marketing Communications Today's most successful marketers don't rely on just one method of marketing to maximize sales opportunities. This course gives marketers and account executives a practical... (click on course name to read more)	X50.9212	$785
	Internet Marketing Strategies With the explosion of the Internet as a marketing channel, many companies employ untested and entirely new technologies to achieve growth. In this course, examine... (click on course name to read more)	X50.9229	$785
	Analyzing Consumer Behavior	X50.9241	*
	Events Marketing Explore events marketing from concept to follow-up. Taught by a veteran events marketer, this introductory course covers the who, what, how, when, where, and why... (click on course name to read more)	X50.9296	$795
	Sponsorship: Everything You Need to Know to Do It Well	X50.9595	*
	Strategies for Delivering Effective Marketing Presentations To be a successful marketer, it is essential to present ideas clearly and persuasively. Learn how to pitch an account, ask for a raise, or... (click on course name to read more)	X50.9597	$775
	Proposals That Win: Conception, Writing, and Execution No significant order, contract, or new account is secured without a winning proposal. Solid strategic thinking, writing, and a well-crafted presentation must be combined for... (click on course name to read more)	X50.9652	$765

Electives (2 of these courses are required)

	Entertainment Marketing Summer Intensive This one-week intensive can be taken as part of our two-week seventh annual entertainment and events marketing program. It is designed for students with a... (click on course name to read more)	X50.8120	$1,800
	Events Marketing Summer Intensive This one-week intensive can be taken as part of our two-week seventh annual entertainment and events marketing program. It is designed for students with a... (click on course name to read more)	X50.8121	$1,800
	New Marketers Boot Camp: Integrated Marketing Communications Building brand recognition can be a costly, hit-or-miss endeavor for corporations, typically requiring nothing less than a full-court press of advertising, public relations, sales promotion, direct marketing, sponsorship, Internet marketing, word-of-mouth marketing, and events marketing. Integrated marketing communications (IMC) allows marketers to coordinate and streamline their efforts to solidify brand recognition with customers in a unified program. In this one-week intensive, participants obtain a practical blueprint for IMC campaigns by developing a plan based on a Harvard Case Study as part of an agency-team for the final project. AREAS COVERED ¿ Examination of the IMC planning process and how the brand is communicated to consumers and stakeholders.¿ Strategies and analytical tools required to develop an IMC plan.¿ Defining your target through research and planning.¿ The role of the Internet and digital media (wireless, blogs, social networks, tweets, webinars, podcasts, etc.).¿ Evaluating the effectiveness of a plan and its impact on profitability goals in keeping with timelines and budgets.. WHO SHOULD ENROLL This program welcomes junior marketing, public relations, and advertising professionals; recent college graduates, graduate and international students entering the marketing field; small business owners; freelancers and consultants who need to obtain a practical knowledge of marketing; and anyone seeking insight into the IMC process. Prior marketing experience not required but helpful. FACULTY The faculty are leaders from both the agency and corporate worlds who specialize in distinct elements of integrated marketing communications, as well as those responsible for visible and successful integrated marketing programs. Renée L. Harris, academic director, NYU Marketing and Public Relations Continuing Education Programs RECENT GUEST SPEAKERS INCLUDED ¿ Virna Brooks, VP Marketing and Chief Branding Officer, North Shore LIJ Health Systems in NY¿ Maggie Jordan, Manager, Acquisition Marketing, Sirius XM Radio, Inc.¿ Ian Schafer, CEO and founder, Deep Focus¿ Gary Warech, Vice President, Experian Simmons¿ Johanna Skilling, EVP, Director of Strategic Plkanning, Saatchi & Saatchi Wellness¿ Douglas Davis, Freelance Art Director, G2 Direct & Digital¿ Edward Hoffman, SVP, Porter Novelli¿ Albert Thompson, Founder and President, Transient Identiti, Inc.¿ Lisa Bing, President and Founder, Bing Consulting Group, Inc.¿ Chris Brace, Owner, The Shopper Intelligence Agency¿ Dakota Pippins, Founder, Urban Think Tank, Vigilante Advertising¿ Dan Scheffey, VP, Publicity, GQ Magazine¿ Mel Ehrlich, Public Relations/Communications Consultant and Executive Coach, specializing in Healthcare.¿ Anthony Larrisey, Event Producer¿ Stuart Elliott, advertising columnist, New York Times¿ Jane Barratt, SVP, Sapient¿ Aimee Reker, SVP, Media, McCann¿ Maneesh Goyal, President, MYK Events¿ Unity Stoakes, president, Organized Wisdom¿ Carol Price, SVP, Direct Marketing G2 PROGRAM NOTES Students receive a certificate of completion. Students are required to write and present an IMC program based on a Harvard Case Study in order to obtain a grade. Tuition includes complimentary continental breakfast daily and all course materials. A separate activity fee of $75 must be paid by separate check or money order payable to New York University on the first day of the program. Some daytime sessions are devoted to team-project work; however, students are strongly encouraged to be available weekday evenings to work on team projects. (click on course name to read more)	X50.8231	$1,800
	Successful Marketing Negotiations in Challenging Times In today's business climate, clients and vendors expect marketing providers to take on more risk and business deals have become more complex than ever. To... (click on course name to read more)	X50.8232	$785
	Brand Management Marketing Merge real-world experience with the latest marketing theories in this course that considers off- and online strategies for managing and marketing consumer goods and services.... (click on course name to read more)	X50.9028	$785
	Creative Strategy: Behind the Words and Images Behind the engaging ad copy and inviting images that sell products and services is a deliberate strategy. Learn the step-by-step process of effectively formulating such... (click on course name to read more)	X50.9031	$775
	Media Planning, Buying, and Analysis Explore the varierty of media options available to marketers, and how to use them in acquisition- and retention-integrated campaigns. Focus on determining target markets for... (click on course name to read more)	X50.9034	$775
	Internet Copywriting Learn how to write website copy that gets results, including higher search positions, more click-throughs, and completed transactions. Turn a simple strategy into a powerful... (click on course name to read more)	X50.9035	$785
	Creative Concept Development and Execution	X50.9049	*
	Marketing Magic Learn secrets that energize your brand, sales, and profits. Today's competitive marketplace demands thinking differently about how we connect with customers, build brands, and market... (click on course name to read more)	X50.9109	$765
	Corporate Sustainable Marketing Green, or environmental, marketing is being replaced by sustainable development (SD) marketing--sometimes called the 3Ps (people, planet, and profit). Organizations must move to embrace SD... (click on course name to read more)	X50.9148	$785
	Marketing Communications Writing Effective marketing communications writing demands more than a working knowledge of language, grammar and paragraph construction; it requires clear marketing objectives, knowledge of the target... (click on course name to read more)	X50.9152	$785
	Corporate Branding Best Practices In today's saturated consumer market, brand loyalty is an elusive commodity. In this course, learn to redefine best practices for branding and learn how to... (click on course name to read more)	X50.9219	$775
	Marketing or Public Relations Internship Program Meet industry insiders, get hands-on experience, and improve your marketability with an internship in marketing, advertising, research, entertainment and events marketing, data mining, interactive marketing,... (click on course name to read more)	X50.9220	$775
	E-mail Marketing: The Complete Package E-mail marketing is a proven, cost-effective way to generate sales, increase customer spending, and acquire new customers. Explore the power of e-mail marketing from strategic,... (click on course name to read more)	X50.9221	$775
	Competitive Intelligence: Breakthrough Strategies for Competitive Advantage In unpredictable times, intelligent companies do more than survive economic, domestic, and global market changes; they forecast the future. Competitive marketing intelligence (CMI) is an... (click on course name to read more)	X50.9224	$765
	Professional Services Marketing and PR It's not difficult to figure out how to market a product, but how do you promote a management consulting firm, law practice, or medical office?... (click on course name to read more)	X50.9225	$775
	Internet Marketing Strategies With the explosion of the Internet as a marketing channel, many companies employ untested and entirely new technologies to achieve growth. In this course, examine... (click on course name to read more)	X50.9229	$785
	Financial Services Marketing Financial services marketing of products and services offered by banks, insurance companies, brokerage firms, and other money managers requires an understanding of marketing, sales, service,... (click on course name to read more)	X50.9261	$785
	Ethnic Marketing: How to Target the Multicultural Consumer Targeting the nation's Hispanic, African-American, and Asian-American populations is no longer a niche marketing activity. Multicultural marketing are now be a part of most marketing... (click on course name to read more)	X50.9267	$695
	Customer Acquisition, Retention, and Win-Back Strategies Focus on managing your greatest asset, your clientele, by learning to develop strategies that lead to customer retention and reactivation. Discussions address analyzing and targeting... (click on course name to read more)	X50.9277	$775
	Strategic Entertainment Partnerships Learn how to achieve business goals through strategic entertainment partnerships. In today's business climate of increasingly tight marketing budgets and celebrity mania, utilizing music, film,... (click on course name to read more)	X50.9287	$755
	Do-It-Yourself Marketing and PR Today, more than ever before, businesses large and small depend on affordable and effective marketing and PR strategies to survive. Designed for entrepreneurs, nonprofits, and... (click on course name to read more)	X50.9344	$755
	Web Analytics: Integrating Website and E-mail Data for Effective Digital Marketing Programs To effectively measure digital marketing programs, it is critical to integrate Web analytics and e-mail profile data. By tracking and analyzing the behavior of customers,... (click on course name to read more)	X50.9504	$785
	Digital Entertainment, Marketing, and Advertising Examine the competition among traditional and digital pipelines to the consumer (Internet, broadcast, cable, satellite, wireless/mobile) which have led to unprecedented consumer control over entertainment... (click on course name to read more)	X50.9507	$765
	Entertainment and Events Marketing Summer Intensive NYU-SCPS brings together entertainment—an $800 billion industry—and marketing, a business area that yields more top executives today than any other. This intensive, now in its... (click on course name to read more)	X50.9558	$3,500
	Music Marketing Explore an exciting career in the music marketing industry or start your own record label. A veteran music marketing executive discusses this and much more,... (click on course name to read more)	X50.9591	$765
	Strategies for Delivering Effective Marketing Presentations To be a successful marketer, it is essential to present ideas clearly and persuasively. Learn how to pitch an account, ask for a raise, or... (click on course name to read more)	X50.9597	$775
	Using Public Relations as a Marketing Tool Learn how a strategic public relations program can successfully market a product, service, person, or idea. Gain insight through anecdotal material, case histories, and guest... (click on course name to read more)	X50.9623	$785
	Be a Powerful Presence: Skills for Female Marketing and PR Executives	X50.9636	*
	Proposals That Win: Conception, Writing, and Execution No significant order, contract, or new account is secured without a winning proposal. Solid strategic thinking, writing, and a well-crafted presentation must be combined for... (click on course name to read more)	X50.9652	$765