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?
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.