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Graduate Marketing Certificate
Version 001
Program Description
The Graduate Marketing Certificate Program has been developed in response to the important role played by marketing managers within an organization, particularly as organizations diversify to capitalize upon Internet opportunities to expand their markets. This program is designed for students who are new to the field of marketing and want to learn about the fundamentals of marketing and for those who already work within a marketing department, but seek to broaden their knowledge of the marketing concepts and how to apply them. Students will be introduced to the marketing theories and principles that frame a wide range of issues and challenges faced by today's marketer. Students will have opportunities to practice making decisions to solve a wide range of problems by applying these marketing theories and principles.
Topics include: e-Marketing Theory and Application, Consumer Behavior, Marketing Research, Marketing Strategy, and the Marketing Capstone Course.
Students who complete the Graduate Marketing Certificate Program will acquire the skills and knowledge used by promotion managers, marketing managers, and public relations managers.
For example, the promotion manager of a firm may oversee a staff of promotion specialists. They direct promotion programs (e.g., direct mail, telemarketing, television, radio advertising, catalogs, in-store displays, special events) combining advertising with purchase incentives (e.g., discounts, samples, gifts, rebates, coupons, contests) to increase sales.
Marketing managers are responsible for developing the firm's marketing strategy. They also, with the help of staff, determine the demand for products and services offered by the firm and its competitors. In addition, they identify potential markets. Marketing managers also work with advertising and promotion managers to promote the firm's products and services and to attract potential users.
Public relations managers direct publicity programs to a target audience by utilizing every available medium to maintain the support of a specific group upon whom their organization's success depends, such as consumers, stockholders, or the general public.
Students who successfully complete these courses will be awarded graduate-level credit for each course and a professional certificate upon completion of all courses in the certificate program.
| Course # | Course Title | Credits | Length | Prerequisite(s) | | COM 515 | Managerial Communication | 1 | 3 weeks | --- |
| MKT 551 | Marketing Management | 3 | 6 weeks | COM 515 |
| EBUS 520 | e-Marketing Theory and Application | 3 | 6 weeks | MKT 551 |
| MKT 555 | Consumer Behavior | 3 | 6 weeks | MKT 551 |
| MKT 560 | Marketing Research | 3 | 6 weeks | MKT 551 |
| MKT 565 | Marketing Strategy | 3 | 6 weeks | MKT 551 |
| MKT 590 | Marketing Capstone Course | 3 | 6 weeks | All previous courses |
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