The corporate world has long been requesting marketing programs at the masterï¿½s 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!Class Formats:
- Online and weeknights on the main campus
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.
Required CoursesTotal credits: 15
|MKT 5070||Managerial Marketing|
|MKT 5017||Delivering Superior Customer Value|
|MKT 5210||Breakthrough Sales Force Leadership and Strategy|
|MKT 5570||Marketing Research|
|MKT 5575||Brand Management|
|MKT 5580||Services Marketing|
|MKT 5585||Social Media Marketing|
|MKT 5833||Global Marketing Management|
MKT 5017 Delivering Superior Customer Value (3 cr.)
This course stresses the service aspects of an organization, especially customer service, marketing and organizational responsiveness, and how to create superior customer value. Via an integrated marketing and operations perspective and the use of case analysis, students will understand how to blend the delivery of service and quality, together with pricing strategies to maximize the value proposition. Strategies for optimizing and communicating customer value, measuring customer orientation, and relationship marketing are also examined.
MKT 5210 Breakthrough Sales Force Leadership and Strategy (3 cr.)
The course provides a broad overview of the unique opportunities and challenges encountered in the process of managing the sales function. Initially, the course focuses on the distinctiveness and the importance of managing the sales function. From this point, the class begins to assess the aspects of sales management that are critical to the organization's success. The subjects discussed include sales forecasting, strategy, organization, human resources, appraisals and more. Each of the topics is examined through readings, discussions, lectures and specific cases. At the conclusion of the course, the student will have an appreciation for not only the unique challenges of sales management, but also the ways in which managers maximize the long-term productivity and profitability of the sales function. Prerequisite: MKTP 5005 or equivalent.
MKT 5570 Marketing Research (3 cr.)
This course concentrates on the application of marketing research techniques and theory in order to aid decision makers in the solution of marketing problems. Topics include problem definition, research design, (including exploratory, conclusive, and survey research), collection of marketing information from primary and secondary sources, sample design, and analysis of data including statistical techniques and specific research application in marketing. Prerequisite: MKT 5070
MKT 5575 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 5070.
MKT 5580 Services Marketing (3 cr.)
This course is designed to help managers work effectively in service-driven organizations. Students will explore marketing concepts, frameworks and models designed to facilitate analysis of different services and to help in development and implementation of appropriate strategies. During the course students will learn to recognize the nature of different types of services, to dissect service experiences, to evaluate service delivery systems, and to understand the roles played by customers themselves. Students will be exposed to concepts, skills, and strategies for addressing the imperative marketing challenges and opportunities involving services, such as service innovation and self-service technology. Prerequisite: MKT 5070.
MKT 5585 Social Media Marketing (3 cr.)
The accelerated growth of social media platforms has ushered in a new era of inbound marketing where today's consumer and B2B buyer are empowered to tune out unwanted marketing messages. Marketers are now challenged with joining online communities of targeted audiences who insist on being courted with talk-worthy content and transparent communications. At the core of this new social business are social networking platforms, content marketing strategies and an enterprise-wide belief that today's consumer will only embrace those they know, like and trust. To this end, this course will familiarize students with the social web and its value in creating an inbound marketing organization for sales nurturing and brand reinforcement. Students will develop marketing plans and evaluate cases that enrich their understanding of how social media contributes to integrated marketing communications (IMC) in an 'invite only' 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 strategies that boosts an organization's market exposure and overall brand appeal. Collectively, these strategies will be integrated with traditional IMC elements as part of an enterprise-wide campaign that micro-targets consumers immersed in social TV, smartphones and viral marketing. 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 5070.
MKT 5590 Strategic Marketing (3 cr.)
Students will gain a working knowledge of strategic marketing management by learning how to develop market- driven strategy. The underlying logic of market-driven strategy is that the market and the customers that form the market should be the starting point in business strategy. Students will be able to make strategic choices and learn about Strategic Marketing Planning. Emphasis will be placed on the development of distinctive capabilities and the creation of value for customers. Case studies will be the focus of this course and will include cases in all contexts including entrepreneurial organizations. Prerequisite: 15 graduate credits in the MKT discipline, 3 credit hours of which may be taken concurrently with this course.
MKT 5833 Global Marketing Management (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. Focuses on foreign market analysis, target market identification, product planning, promotion, and channels of distribution. Prerequisite: MKTP 5005.
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.