Marketing: Digital Marketing and Advertising

CERTIFICATE IN MARKETING

Marketing is essential--no business today can 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 covered in a program centered 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 marketing 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 and improve sales techniques.
Analyze the marketing environment and solve marketing challenges.

This certificate is awarded to students who successfully complete six courses--four from a chosen concentration and two electives from the Marketing, Digital and Advertising section of the Bulletin.

Certificate Builder

Marketing Fundamentals (4 of these courses are required)
COURSE CHECK LIST		COURSE NO.	PRICE

	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, the development of... (click on course name to read more)	MKFD1-CE9247	$815
	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)	MKSB1-CE9143	$815
	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)	MKWG1-CE9152	$815
	Marketing Research Turn research findings into business solutions. Whether you are already a market researcher or want to conduct your own research studies, this introductory course helps... (click on course name to read more)	MRSH1-CE9140	$815
	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)	MRSH1-CE8102	$785


OR...
Marketing Research (4 of these courses are required)

	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)	MRSH1-CE9283	$815
	Marketing Research Turn research findings into business solutions. Whether you are already a market researcher or want to conduct your own research studies, this introductory course helps... (click on course name to read more)	MRSH1-CE9140	$815
	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)	MRSH1-CE8102	$785
	The New Trends, Principles, and Practices of Market Research Strategy Planning	MRSH1-CE8126	*


OR...
Marketing Strategy and Branding (4 of these courses are required)

	Positioning and Brand Development Competition drives performance at every corporate level. Whether for a small retail outlet, a service firm, or a dominant multinational corporation, strategic positioning and brand... (click on course name to read more)	MKSB1-CE9255	$815
	Building the Brand Experience Consumers respond not just to the product, but to the overall buying experience, which includes advertising, sales approach, the website, and interactions with company personnel.... (click on course name to read more)	MKSB1-CE8975	$795
	Brand Management Marketing Merge real-world experience with the latest marketing theories in this course, which considers offline and online strategies for managing and marketing consumer goods and services.... (click on course name to read more)	MKSB1-CE9028	$815
	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)	MKSB1-CE9143	$815
	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 larger corporate strategic... (click on course name to read more)	MKSB1-CE9235	$830
	Marketing Consumer Packaged Goods Examine the contemporary marketing and media trends, issues, practices, and policies of the 2 trillion-dollar consumer package goods (CPG) industry, which includes the makers of... (click on course name to read more)	MKFD1-CE9948	$815
	Strategic Planning for Marketers Today's marketers must think strategically and consider consumer insights, digital versus traditional media, and social media while determining how and when sales, PR, metrics, and... (click on course name to read more)	MKMG1-CE9941	$805
	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 a company's... (click on course name to read more)	MKSB1-CE9240	$805


OR...
Advertising Management (4 of these courses are required)

	Advertising Fundamentals Acquire a hands-on introduction to the business of advertising by stepping into the shoes of key players (account executive, strategic planner, communications planner, copywriter, art... (click on course name to read more)	MADV1-CE9008	$815
	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. Develop the skills... (click on course name to read more)	MADV1-CE9032	$815
	Media Planning, Buying, and Analysis Explore the variety of media options available to marketers and discover how to use them in acquisition- and retention-integrated campaigns. Focus on determining target markets... (click on course name to read more)	MADV1-CE9034	$805
	Advanced Copywriting: Building Content for Your Portfolio Designed for those intent upon pursuing a career in advertising, this writing workshop goes beyond skills improvement to provide support for more specific goals, such... (click on course name to read more)	MADV1-CE8127	$815
	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)	MKFD1-CE9427	$805
	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)	MADV1-CE9031	$805
	Creative Concept Development and Execution Want to learn what it takes to work in a creative department as a copywriter or art director? In this course, students are divided into... (click on course name to read more)	MADV1-CE9049	$815
	Strategic Planning for Marketers Today's marketers must think strategically and consider consumer insights, digital versus traditional media, and social media while determining how and when sales, PR, metrics, and... (click on course name to read more)	MKMG1-CE9941	$805


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

	Entertainment Law	MEEM1-CE9560	*
	Sponsorship: Everything You Need to Know to Do It Well	MEEM1-CE9595	*
	Entertainment Marketing Entertainment marketing sells movie tickets, makes music a must-have, promotes must-see television, and spins off new media and merchandise. Marketing strategies are crucial to new... (click on course name to read more)	MEEM1-CE9605	$815
	Events Marketing Explore events marketing from ideation to results analysis. Taught by a veteran events marketer, this introductory course covers the core foundation of the industry, from... (click on course name to read more)	MEEM1-CE9296	$815
	Entertainment, Cultural, and Personality-Driven Public Relations Develop effective publicity campaigns and explore promotional strategies for the arts, entertainment business, and other cultural products and organizations. Examine the promotional opportunities and perils... (click on course name to read more)	PRAV1-CE9396	$815
	Social Media and Event Public Relations Strategies Designed for public relations and event marketing professionals, this course offers coaching on everything from when to use social media to publicize an event and... (click on course name to read more)	MEEM1-CE9566	$805


OR...
Integrated Marketing Communications (4 of these courses are required)

	Integrated Marketing Communications Today's most successful marketers don't rely on only one method of marketing to maximize sales opportunities. This course gives marketers and account executives a practical... (click on course name to read more)	MIMC1-CE9212	$815
	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)	MKWG1-CE9152	$815
	Advertising Fundamentals Acquire a hands-on introduction to the business of advertising by stepping into the shoes of key players (account executive, strategic planner, communications planner, copywriter, art... (click on course name to read more)	MADV1-CE9008	$815
	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)	DMMK1-CE8221	$815
	Internet Marketing Strategies The Internet is no longer a niche channel for specialty marketers. All marketers need to understand how the online consumer impacts their business. This class... (click on course name to read more)	DMMK1-CE9229	$815
	Events Marketing Explore events marketing from ideation to results analysis. Taught by a veteran events marketer, this introductory course covers the core foundation of the industry, from... (click on course name to read more)	MEEM1-CE9296	$815
	Sponsorship: Everything You Need to Know to Do It Well	MEEM1-CE9595	*
	Strategies for Delivering Effective Marketing or PR Presentations To be a successful marketer or public relations professional, it is essential to present ideas clearly and persuasively. Learn how to pitch an account, ask... (click on course name to read more)	MKFD1-CE9597	$805
	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)	MKWG1-CE9652	$805
	Analyzing Consumer Behavior To succeed in today's competitive environment, a good marketer must learn to think like a consumer. This practical course is designed to help managers think... (click on course name to read more)	MRSH1-CE9241	$815
	Product Integration for TV, Cable, and Internet Programming By the end of 2016, nearly 50 percent of TV households will be able to avoid almost all television ads. Product integration, or branded entertainment,... (click on course name to read more)	MIMC1-CE9037	$815

Electives (2 of these courses are required)

	Entertainment and Events Marketing Summer Intensive	MEEM1-CE9558	*
	Strategies for Delivering Effective Marketing or PR Presentations To be a successful marketer or public relations professional, it is essential to present ideas clearly and persuasively. Learn how to pitch an account, ask... (click on course name to read more)	MKFD1-CE9597	$805
	Internet Marketing Strategies The Internet is no longer a niche channel for specialty marketers. All marketers need to understand how the online consumer impacts their business. This class... (click on course name to read more)	DMMK1-CE9229	$815
	Marketing, Digital, 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)	MKFD1-CE9220	$815
	E-mail Marketing: Integrating Social Media and Mobile Marketing for Optimal Campaign Results E-mail marketing is a proven, cost-effective way to generate sales, increase customer spending, acquire new customers, and drive traffic. Explore the power of e-mail marketing... (click on course name to read more)	DMMK1-CE9221	$830
	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 customers; customer... (click on course name to read more)	MKMG1-CE9277	$805
	Do-It-Yourself Marketing and PR	MKFD1-CE9344	*
	Corporate Branding Best Practices In today's saturated consumer market, brand loyalty is an elusive commodity. Learn to redefine best practices for branding and how to implement and strengthen brand... (click on course name to read more)	MKMG1-CE9219	$805
	Competitive Intelligence: Breakthrough Strategies for Competitive Advantage In unpredictable times, intelligent companies do more than weather economic, domestic, and global market changes; they forecast the future. Competitive marketing intelligence (CMI) is an... (click on course name to read more)	MKMG1-CE9224	$795
	Using Public Relations as a Marketing Tool Discover 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)	MKFD1-CE9623	$815
	Brand Management Marketing Merge real-world experience with the latest marketing theories in this course, which considers offline and online strategies for managing and marketing consumer goods and services.... (click on course name to read more)	MKSB1-CE9028	$815
	Marketing Magic: Leveraging the Power of the Assumption Learn the secret that energizes your brand, sales, and profits. It is the Power of the Assumption. Discover how to leverage this power in order... (click on course name to read more)	MKMG1-CE9109	$795
	Entertainment Marketing Summer Intensive	MEEM1-CE8120	*
	Events Marketing Summer Intensive	MEEM1-CE8121	*
	Digital Entertainment, Marketing, and Advertising Examine the competition among traditional and digital pipelines to the consumer (Internet, broadcast, cable, satellite, and wireless/mobile) that have led to unprecedented consumer control over... (click on course name to read more)	DMMK1-CE9507	$805
	Internet Copywriting Learn to write website copy that gets results, including higher search positions, more click-throughs, and completed transactions. Turn a simple strategy into a powerful concept,... (click on course name to read more)	DMMK1-CE9035	$815
	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)	MKWG1-CE9652	$805
	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)	MEEM1-CE9287	$785
	Digital Marketing Strategy and Execution Summer Intensive	DMMK1-CE8108	*
	How to Use Futuring for Marketing and Business Planning Learn how businesses, organizations, and individuals can use futuring techniques to produce stated outcomes for long-term results. This course prepares marketers for a more productive... (click on course name to read more)	MRSH1-CE9946	$460
	Marketing Metrics: Maximizing Your Company's Return on Investment (ROI) Learn how to align marketing budgets and metrics with enterprise goals. Learn to shift from "cost" to "investment" on the profit and loss statement and... (click on course name to read more)	MEEM1-CE9222	$795
	Strategic Planning for Marketers Today's marketers must think strategically and consider consumer insights, digital versus traditional media, and social media while determining how and when sales, PR, metrics, and... (click on course name to read more)	MKMG1-CE9941	$805
	Guerrilla Marketing	MKFD1-CE8203	*
	Be a Powerful Presence: Skills for Female Marketing and PR Executives Some experts assert that women tend to speak, act, and build relationships in a manner that often lacks focus and strategy. The antidote is in... (click on course name to read more)	MKMG1-CE9636	$460
	Mastering Innovation Through New Product and Service Development New products and services are a key growth strategy in any economy. Discover a scientific approach for developing products and services on a consistent and... (click on course name to read more)	MKMG1-CE9252	$830
	The Focus Group: An Invaluable Marketing Research Tool	MRSH1-CE8106	*
	New Marketer's Boot Camp: Integrated Marketing Communications	MIMC1-CE8231	*
	Branded Entertainment: How to Create a Web Television Series for an Integrated Marketing Communications Program Online branded entertainment (BE) is a highly valuable tool for supporting a company's brand marketing strategy. Current estimates show that 72% of Web users watch... (click on course name to read more)	MKSB1-CE9937	$795
	The New Trends, Principles, and Practices of Market Research Strategy Planning	MRSH1-CE8126	*
	Product Integration for TV, Cable, and Internet Programming By the end of 2016, nearly 50 percent of TV households will be able to avoid almost all television ads. Product integration, or branded entertainment,... (click on course name to read more)	MIMC1-CE9037	$815

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