Undergraduate Marketing Certificate
REQUIRED CREDITS: 30
LOCATIONS and START DATES: Online: Fall, Winter, Spring, Summer
Is the Marketing certificate program for me?If you want to add modern marketing tools and techniques to your repertoire - and make yourself a more valuable employee in the process - our Marketing certificate program can help. It also can be a great stepping stone to an undergraduate degree program if you haven't yet earned your bachelor's degree.
What will I learn in the Marketing certificate program?You'll cover all the basics of marketing, advertising, market research, sales promotion, consumer behavior and current global and e-marketing issues. Our program also focuses on sustainability practices and principles so you can be both a successful and responsible marketer.
What can I do with my Marketing certificate?With an undergraduate Marketing certificate from City University of Seattle, you'll be ready to help out any marketing or public relations organization. CityU grads have stepped into positions such as account executive, account manager, marketing manager, marketing assistant, marketing coordinator, PR professional and more.
How to get started:
Content Area (30)
This course provides an introduction to basic marketing concepts. Topics include the marketing mix, new product development, consumer behavior, customer relationship management, strategic planning and e-commerce. Students will develop a comprehensive marketing plan and apply course concepts to real or imaginary products.
This course examines marketing research techniques & processes. Topics include: collecting, analyzing & interpreting data, questionnaire construction, sampling, online research and web surveys. Class project provides practical application incorporating primary and secondary research. Prerequisites: BC 303 and MK 300.
This course provides a basis for examining global marketing opportunities and development of appropriate strategies. Emphasis is placed on environmental and cultural considerations as they impact various elements of the marketing mix. Students will apply these concepts via a market audit and competitive market analysis. Prerequisites: MK 300 or its equivalent.
This course investigates various promotional tools used in the communication mix, such as advertising, sales promotion, and publicity, to sell products and services. Concepts include: advertising planning processes, determining advertising and promotional goals and objectives, control and evaluation of advertising and promotional programs, and regulatory issues. Students will develop a comprehensive advertising campaign for a real or imaginary product. Prerequisites: MK 300 or its equivalent.
This course examines e-marketing's various roles in an organization's total marketing program. Topics include target audience analysis, developing a site plan, creating a content development strategy, email marketing campaigns, search engine optimization, co-branding and community strategy, customer service, ad buys, sales/lead conversion, using site metrics, and ethical considerations. Students will plan & develop e-marketing strategies and a campaign for a real or imaginary small business. Prerequisites: MK 300.
This course will provide a broad analysis of the social, cultural, economic, and psychological factors that influence the decision-making process of consumers. Methods of measuring and analyzing consumers and consumer markets are also introduced. Students will learn why they tend to buy the products and services they do; and how marketing practitioners can anticipate and predict buying behavior. Students will develop an ability to explain particular behavior of consumers. A concluding consumer research project will be presented by the student that makes practical use of the new knowledge acquired. Prerequisites: MK 300.