The Marketing Certificate features a broad exposure to marketing with specific concentrations in digital and social media marketing, marketing research, integrated marketing communication, customer experience management, and analytics. You'll gain experience in marketing campaign planning and execution through case studies and hands-on projects.
This program is great for junior- to mid-level marketing professionals seeking to grow and develop their marketing expertise as well as those who wish to pursue a marketing management career.
Introduction to the concept of marketing and its principles, with a focus on how marketing creates value for the customer. Survey the marketing mix (product, price, promotion, and place/distribution) and its application to products and services in profit and not-for-profit enterprises in a local, national, and international environment.
Learn how to make effective marketing decisions using marketing research. Explore market research sources, data collection, analysis, surveys, research theories, and strategies. Evaluate quantitative and qualitative research with an emphasis on the value and limitations of various sources. Identify how to blend and manage marketing research sources.
Develop an appreciation for the various ways customers experience products and services, from brand awareness to product and service fulfillment to loyalty programs. Examine the customer and brand experience. Identify how to create a customer experience management system. Learn to deliver exceptional customer service.
Explore Internet marketing, including its components, structure, and technology, as well as the application of marketing concepts to social media. Learn the strategies, tools, and tactics related to Internet marketing with special attention given to the development of messaging techniques designed for specific social media tools.
Survey the integration of advertising, sales promotion, public relations, direct marketing, and the marketing mix to support marketing strategy. Learn the linkages of segmentation, targeting, positioning, buyer behavior, and branding. Explore planning, budgeting, and the execution of a comprehensive, integrated marketing communication program from message development through media selection and evaluation.
Learn how marketing measurement relates to business return on investment using analytics. Review top-view campaign performance, tactical management, and real-time campaign monitoring. Explore how to integrate results from multiple media and channels, including retail, sales, direct marketing, and online media. Covers use of analytics tools.
This program of study is offered in partnership with the University of Redlands School of Business. Interested in seeing business degree programs?
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Jonathan M. Burgess, MBA, has spent more than fifteen years as a marketing consultant serving primarily B2B and industrial companies with fewer than 250 employees. As a co-founder of RedFusion Media, he specializes in weaving strategic and integrated marketing activities together to maximize his clients' growth and marketing and branding efforts, and to improve their customer relationships.
Jon has served locally, regionally and on the national board of the America Advertising Federation. He regularly speaks about integrated marketing, niche marketing, inbound marketing and small business. Since 2012, he has lecturers at his alma mater the University of Redlands on Marketing Analytics, Social Media and Internet Marketing.
Jon holds a BA in Business Administration and MBA from the University of Redlands.
Maureen Murphy, M.B.A. has over twenty years experience in marketing management in both agencies and corporations, including Santa Anita Park, First Interstate Bank, Allstate, Dell Computer and Nissan. As an independent consultant, Maureen currently develops both new media and traditional offline marketing services for diverse industries.
Maureen holds a master's degree in business administration from UCLA. She serves as a steering committee member for the Technology Counting of Southern California, Marketing and Sales Society. Maureen is past president of direct marketing chapters for Orange County and San Diego, and vice-president of communications for the UCLA Anderson Alumni Orange County Group.
Beverly A. Rubio is an intriguing combination of tech nerd and astute sophisticate. Just when you think she's totally left-brain dominant, she throws in a twist of subjective intuition. That, however, enables her to excel as a world-class business strategist.
As president of BAR Strategia with more than 20 years of consulting experience, Beverly Rubio Masterfully develops business strategies designed to maximize clients' return on investment. With a keen marketing focus, she helps clients to create marketing messages and to build powerful brands. She is also an expert at spotting trends and has a knack for seeing the big picture as well as the fine details.
Beverly's diverse business experience and marketing expertise bode well for her consulting clients. She has served as a mayoral aide, a television reporter and producer, a marketing analyst, and a strategic planner.
She is a highly sought-after speaker who presents with a passion on business topics such as "The Power of the Plan: Strategic Planning for Entrepreneurs" and "Innovation Unleashed: Tracking Game-Changing Trends and Opportunities."
She holds a master of business administration in marketing and finance from the UCLA Anderson School of Management and a bachelor of arts, also from UCLA. When she's not working, teaching, or speaking, Beverly enjoys biking, hiking, tinkering around with the latest tech gadgets and software, and taking long road trips.
Jeremy Zimmerman, M.B.A. is the director of marketing at California Baptist University. In this capacity, he is responsible for guiding the university's marketing strategy including brand stewardship, advertising planning, program marketing and performance analysis.
Prior to joining CBU, Jeremy was principal and director of public relations at AMR Advertising and Marketing. During his 10 years at AMR, Jeremy was involved in every aspect of agency operations from business development to account management. His clients were in a wide range of industries including consumer electronics, financial services, industrial security, manufacturing technology, and oil and gas exploration.
Jeremy holds a bachelor's degree in liberal studies from the University of California, Riverside, and a master's degree in business administration from the University of Redlands.
Members of the Marketing Advisory Committee come from private and public organizations. The advisory committee helps to:
• shape the curriculum
• lead the development of future offerings
• identify trends in the discipline
• expand partnership opportunities with organizations and professional associations
• identify adjunct faculty and guest speakers to teach in the program, mentor students, and expand the University's reach to new audiences.