Marketing Studies
Graduate Certificate Online Program

Marketing Management explores various marketing theories and practices with emphasis on four key dimensions of holistic marketing: internal marketing, integrated marketing, relationship marketing, and performance marketing. We will also discuss today’s economic, environmental, and technological changes in marketing, as well as address the topics of corporate social responsibility, business ethics, sustainability, and the importance of growth to organizations.

Course Objectives

Upon successful completion of this course, students will be able to:

• Define and understand the scope of marketing management.
• Examine the process of capturing marketing insights.
• Discuss forces influencing the field of marketing management including data collection, current trends, customer relationships, best practices, and globalization.
• Analyze the importance of creating, delivering and communicating value in marketing management.
• Demonstrate an understanding of the key elements of marketing including branding, positioning, identifying segments and targets, and research.
• Demonstrate proficiency with academic writing related to marketing management.

Sales Management provides a thorough, up-to-date, and integrated overview of the accumulated theory, best practices, and research relevant to the field. The course highlights how real managers apply this knowledge in their own organizations and the issues and decisions companies face in developing and managing an effective sales program in the real world. Specifically, the course covers the key considerations an organization must consider when developing, implementing, managing, and evaluating an effective sales program.

Course Objectives

Upon successful completion of this course, students will be able to:

• Examine contemporary challenges to effective sales management.
• Demonstrate an understanding of the key processes and strategies used in formulating sales programs.
• Examine best practices for implementing sales programs.
• Explain the evaluation and control aspects of the sales program.
• Demonstrate proficiency with academic writing related to sales management.

Global Marketing takes an environmental and strategic approach to exploring business marketing on an international scale. Topics of discussion include key principles and challenges marketing managers must grasp such as the strategies, tools, and techniques utilized by professionals in this highly competitive field. Students will explore what is meant by global marketing and the various global marketing environments, best practices in global marketing, key elements related to the field, and future trends impacting the field.

Course Objectives

Upon successful completion of this course, students will be able to:

• Demonstrate an understanding of the various global marketing environments.
• Examine best practices for implementing global marketing functions and strategies.
• Evaluate the key elements of the four Ps of global marketing.
• Discuss future trends in global marketing including the role of ethics and corporate social responsibility.
• Demonstrate proficiency with academic writing related to global marketing.

Value Marketing focuses on essential marketing concepts including creating, planning, strategies, research, consumer behavior, target marketing and evaluation. The role of marketing in the organization and the role of marketing in society are also explored with an emphasis on helping students learn how to develop responsive and effective marketing strategies that meet customer needs.

Course Objectives

Upon successful completion of this course, students will be able to:

• Define the various aspects of marketing and value proposition including global and strategic considerations.
• Discuss how consumer behavior informs the development of the value proposition.
• Examine the process for developing the value proposition for the customer.
• Examine delivering and communicating the value proposition.
• Demonstrate proficiency with academic writing related to value marketing.