Marketing Certificate Curriculum Online

This course covers the principles of marketing. Topics covered include assessing, analyzing, understanding, and targeting the marketplace, as well as the creation, capture, delivery, and communication of value. Students will learn how to develop a marketing plan; use social and mobile marketing effectively; integrate ethics into marketing strategies; influence the consumer decision process; perform market research; perform SWOT and STP analyses; make decisions concerning branding, packaging, and developing new products; price products and services fairly; set advertising objectives; and more.

By the end of this course, you'll be able to:

• Analyze the many components that are considered and used when making marketing plans and strategies
• Analyze the foundation of the marketing model and its emergence
• Point out the targeted strategies and plans in marketing and globalization
• Formulate a plan of valuing production, innovation, and product marketing
• Develop valuing strategies for products and services in marketing
• Categorize the strategies for supply chain management and retailing
• Distinguish between the various domains under IMC strategies
• Design a marketing plan for an existing business

Credit Hours: 3

This course is an introduction to the world of consumer behavior, investigating how perceptions, learning, memory, personality, and attitudes all influence purchase decisions and buying behavior. Group dynamics and the influence of culture and subculture on consumer consumption preferences will also be addressed.

By the end of this course, you'll be able to do the following:

• Define consumer behavior, explain market segmentation, and explain how technology and culture create a new "always on" consumer.
• Define and describe the stages in the consumer decision-making process, the categories of consumer decision-making, and the situational effects and emotions that influence consumer behavior.
• Detail why marketers have an obligation to provide safe and functional products as part of their business activities and how consumer behavior impacts directly on major public policy issues confronting society.
• Identify perception and the self and describe how they influence purchasing decisions.
• Explain the power of attitudes and how marketers use consumer attitudes to predict customer behavior.
• Describe the various forms of reference group influence and the family life cycle on household decision-making.
• Define the characteristics of and explain the differences between social classes in America, including how social class affects purchase decisions.
• Outline how new products, services, and ideas spread through a population over time and different types of people who are more or less likely to adopt them during this diffusion process.

Credit Hours: 3

This course is an introduction to the world of personal selling. You'll take a close look at developing customer relationship strategies and product strategies. Strategies for sales presentations, closing the sale, and servicing the sale will also be explored. Finally, you'll take a closer look at the many facets of sales management.

By the end of this course, you'll be able to do the following:

• Discuss personal selling as an extension of the marketing concept.
• Describe the evolution of consultative selling from the marketing era to the present.
• Define the concepts and characteristics of presentation strategy and consultative sales presentations.
• Describe the characteristics of the major selling strategies: relationship, product, and customer.
• Outline the importance of developing a prospect base, sources of prospects, and common methods of organizing prospect information.
• Describe the evolution of partnering and how it relates to the quality improvement process.
• Discuss how self-image forms the foundation for building long-term selling relationships.
• Identify the merits of the four major sources of sales training.

Credit Hours: 3

Principles of Retailing reviews retail business management, with extensive coverage of the types of retailers, marketing and financial strategies, retail locations, human resource management, supply chain management, merchandise management, and store management.

By the end of this course, you'll be able to do the following:

• Discuss the complexities of retailers' relationships—with both customers and other channel members.
• Outline organizational missions, ownership and management alternatives, goods/service categories, and objectives of a broad range of retail institutions.
• Describe the many influences on retail shoppers, including lifestyles, needs, and shopping attitudes.
• Explain the crucial nature of store location for retailers and outline the steps in location planning.
• Identify the structural, financial, and operational dimensions of operations management in enacting a retail strategy.
• Discuss the merchandise management and pricing aspects of the retail strategy mix, including buying, handling, forecasting, and budgeting.
• Describe elements involved in how a retailer communicates with its customers, the role of a retail image, and how it is developed and sustained.
• Connect the elements of a retail strategy, including planning and opportunity analysis, productivity, performance measures, and scenario analysis.

Credit Hours: 3

This course covers the principles of marketing. Topics covered include assessing, analyzing, understanding, and targeting the marketplace, as well as the creation, capture, delivery, and communication of value. You'll learn how to develop a marketing plan; use social and mobile marketing effectively; integrate ethics into marketing strategies; influence the consumer decision process; perform market research; perform SWOT and STP analyses; make decisions concerning branding, packaging, and developing new products; price products and services fairly; set advertising objectives; and more.

By the end of this course, you'll be able to do the following:

• Demonstrate effective written and interpersonal communication skills.
• Demonstrate a high level of inquiry, analytical, and problem-solving skills.
• Demonstrate computer and information literacy.
• Analyze marketing plans, strategies and the aids needed to catalyze it.
• Analyze the foundation of the marketing model and its emergence.
• Point out the targeted strategies and plans in marketing and globalization.
• Formulate a plan of valuing production, innovation, and product marketing.
• Develop the valuing strategies for products and services in marketing.
• Categorize the strategies for supply chain management and retailing.
• Distinguish between the various domains under IMC strategies.
• Design a marketing plan for an existing business.

Credit Hours: 3

G05, Internet Marketing, provides the student with a broad base of knowledge in marketing techniques for the digital age. The course begins with an overview of the most disruptive events in the current digital environment, particularly the explosion of mobile content and marketing. It continues by exposing the learner to content marketing, email marketing, and search engine marketing. Customer relationship management is presented, along with discussion of customer service strategy concepts. Finally, regulatory action to protect privacy is discussed, along with issues related to the protection of intellectual property on the Internet.

By the end of this course, you'll be able to do the following:

• Summarize disruptive change caused by the digital environment and the corresponding digital transformation that businesses of all kinds must undergo.
• Display an understanding of business models, direct-response strategy and techniques, and data mining.
• Explain why marketers find it both necessary and effective to engage in social media marketing and the key things marketers must do to be effective in the digital age.
• Analyze display, content, and email marketing, including how they are used for customer acquisition and retention.
• Illustrate search engine, social, and mobile marketing concepts and applications.
• Provide a detailed discussion of the sales process and customer relationship management.
• Discuss the website development process as it relates to customer service and satisfaction.
• Summarize privacy and security issues in social media and in the mobile space, privacy protection efforts, and marketing metrics that are available for websites, mobile sites, social media, and video campaigns.

Credit Hours: 3