Graduate Certificate in Marketing
REQUIRED CREDITS: 18
Program DetailsThe Graduate Certificate in Marketing program at City University of Seattle provides students with a comprehensive overview of marketplace strategies while building upon current industry trends. Coursework goes in depth to cover topics such as branding, consumer behavior, channel management and public relations. Our marketing certificate program adds an additional focus on sustainability principles so you can market products successfully and responsibly. In the program you will build practical workplace-based products that can serve as portfolio items to show potential employers or use as examples of your marketing expertise.
Flexible, Online Learning OptionsAt CityU of Seattle, you can earn your graduate marketing certificate online or in class. Whether you prefer a traditional classroom setting or a fully online experience, you can complete the program at your own pace. Learn more about CityU's practitioner-based faculty and flexible learning options by contacting a CityU advisor today.
Where CityU Can Take YouSince CityU is a fully accredited university, all of your marketing certificate courses can count towards a graduate degree program, such as our M.B.A. with global marketing emphasis. But depending on your relevant experience, this certificate program could be just what you need to move into a leadership role in a corporate marketing department, a manager role in a marketing firm, or an associate role in a marketing consultancy.
Get Started Today!If you have a bachelor's degree from an accredited university, you can apply to complete CityU's graduate-level marketing courses online or in class. Work with our advisors to create a schedule that works for you and see how the Graduate Certificate in Marketing can move you closer to your professional goals.
As of July 1, 2011, the US Department of Education requires colleges to disclose specific information for any financial aid eligible program that "prepares students for gainful employment in a recognized occupation." City University offers a number of undergraduate and graduate certificates that lead to gainful employment. Information for each certificate program for the latest reporting year is available here.
Content Area (18)
In this course, students analyze marketing principles that create competitive advantages in the market place. Students will analyze strategies related to product, price, promotion, and distribution. Applied marketing is a business function that identifies current unfilled needs and wants, defines and measures their magnitude, determines which target markets the organization can best serve, and decides on appropriate products, services, and programs to serve these markets. The purpose of this course is to focus on marketing strategies and the processes that are associated with it.
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.
This course introduces the basic concepts of sustainable or green marketing with a focus on how businesses can incorporate sustainable concerns into their marketing and management programs. The ultimate aim of the course is to provide students with an understanding of tools to address sustainable values in all aspects of marketing to improve the performance of the firm. The potential and pitfalls of sustainable marketing will be explored in an international context with theory, cases, readings, and examples from current industrial situations. Topics will include green consumerism, environmental and sustainable certification and labeling, chain of custody issues, trends in green building, life cycle analysis, product development, stakeholder engagement, promotions and public relations, and segmentation to develop niche strategies for environmentally conscious consumers.