Graduate Certificate in Marketing
REQUIRED CREDITS: 15
LOCATIONS and START DATES: Online: Fall, Winter, Spring, Summer
Is this graduate Marketing certificate program for me?If you have an undergraduate or graduate degree and want to learn more about the basics of modern marketing, the graduate Marketing certificate program is for you. You'll have the opportunity to build upon any related experience in the marketing industry. And you can also use the Marketing certificate program as a great stepping stone to a graduate program if you haven't yet earned a graduate degree. At City University of Seattle, you can earn your Marketing graduate certificate online, or in class. If you choose the online certificate program, you'll still have access to all CityU's great resources on "Blackboard" - our virtual classroom. Use this program to log in to get assignments, discuss topics with your classmates, collaborate on projects and check your grades. Basically, everything you do in class but without the commute. With online education, you can advance your career without taking time away from your responsibilities.
What will I learn in the graduate Marketing certificate program?You'll get in-depth exposure to topics, such as branding, consumer behavior, channel management and public relations. Our unique certificate program also focuses on sustainability practices and principles so you can market products successfully and responsibly.
What can I do with my graduate certificate in Marketing?Depending on your experience and previous education, you could qualify for a marketing leadership position at a public, private or nonprofit company/organization.
How to get started:
Content Area (15)
In this course, you will study marketing principles that create competitive advantages in the market place. You will analyze strategies related to product, price, promotion, and distribution. This is an applications-oriented course. With the knowledge you've accumulated, you continue to make strategic decisions, implement them, and find out the real-world results of those decisions by working with the business simulation introduced in MBA 500. Prerequisite: MBA 505.
This course introduces students to the concept of brand and branding. The course examines the brand concept, recognizing brand management as a critical component in the development of successful marketing strategies and execution of effective marketing plans. The course provides understanding of how consumer behavior and culture influence the creation and management of a successful brand, product, or product category. The course explores brand-product strategies and research techniques and analytical processes contributing to the advent and management of effective and successful brand-product strategies. Course emphasis is on utilization of data rather than its collection. This course is designed to build on and apply conceptual tools acquired in MBA 525 and relate them to brand creation and management. Class projects include a group brand design project integrating content throughout the course and an individual brand portfolio assessment providing opportunity to analyze selected brands in greater detail. Prerequisites: MBA 525.
This course examines the consumer behavior process and what, when, why, where and how consumers choose products and services. It explores how consumer behavior is influenced by marketers' actions. The different steps in the consumer behavior process will be evaluated to gain awareness of how various products, services and circumstances can be adapted for managerial decisions on segmentation and positioning. The relationship of consumer behavior to marketing research is addressed promoting clarity in the selection of research methodology, question design and selection and the interpretation and analysis of consumer responses to such questions. Class projects include a team project focused on discovering an unmet consumer need and designing a product and marketing plan to address that a need. Prerequisites: MBA 525.
This course examines strategic issues involved in managing marketing channels. Interrelationships between manufacturers, wholesalers and retailers are assessed to bring insight to the challenge of channel cooperation, conflict, coordination and control, and power relationships. Strategic distribution choices and the management of interorganizational relationships are investigated to assist in the development of systems and behavioral approaches that enable customers to be serviced at higher levels at a lower total cost. Class projects include a team project focused on identifying and solving a channel conflict by developing a channel management plan to address or resolve the conflict. Prerequisites: MBA 525.
This course examines theories of public relations, historical development of the field and role in society, function, and the influence of public relations on marketing strategy and corporate and organizational effectiveness. Emphasis on the relationship between policy formulation and the communication process is applied. How concerns and issues of the organization's various publics are identified and managed through the planning process and implemented in information and public relations programs is addressed. Message selection, choice of appropriate media technologies, design, strategies, budgeting and follow-up structures is investigated. Interaction between Public Relations and media is probed including how organizations develop collaborative and cooperative media relations with press, broadcast, internet and other outlets. Class projects include a team project identifying a concern or an issue for advocacy of an organization's publics and developing a PR Campaign Plan to advocate on behalf of the issue or resolve the concern or conflict. Prerequisites: MBA 525.