Marketing Studies
Graduate Certificate Online Program

The graduate certificate program in Marketing Studies meets the need for a focused graduate preparation for employment or job enhancement in marketing or advertising. The program is designed for students interested in understanding the fundamental concepts of marketing and how to apply these concepts through case studies and company and non-profit organization projects. Students will learn what it takes to manage marketing communications in an integrated fashion with coordination in terms of messages, positions, and timing that is developed in support of overall organizational objectives. Students also gain an understanding of consumer behavior, along with the knowledge and tools needed to coordinate marketing elements into integrated campaigns.

Designed For You

The California Coast University online Graduate Certificate in Marketing Studies program was designed for complete flexibility for the student. All courses are self-paced and completed 100% online.

View Program Outcomes:

Upon successful completion of the program, students will be able to:

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Explore The Program

The Graduate Certificate in Marketing Studies degree program consists of 4 total courses.
The required courses are comprised of: 4  Core Courses .
There are 12 total semester units in this program.

4 Core Courses

The online Graduate Certificate in Marketing Studies degree program is comprised of the following 4 courses. Click on course title to expand and read more.

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ID Course Name Units
BAM 511 Marketing Management  3

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:

  • Analyze the various fundamental marketing concepts.
  • Examine how marketing management has changed over time.
  • Distinguish between the necessary tasks for successful marketing management.
  • Evaluate the components of a modern marketing information system.
MKT 512 Sales Management  3

Sales Management provides a thorough, up-to-date and integrated overview of accumulated theory and research relevant to sales management. The course highlights how real managers apply this knowledge in their own organizations, to the issues and decisions companies face in developing and managing an effective sales force in the real world. The course covers the formulation, implementation, evaluation and control of a sales program. We will examine a range of topics including the strategic role of information in sales management, the recruitment, training, and development of a sales force, the vital role of customer relationship management (CRM), the development of territories, determining potentials and forecasts, and setting quotas.

Course Objectives

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

  • Examine the basic and essential principles and concepts of personal selling and sales management in the global marketplace.
  • Evaluate the role sales plays within a company’s dynamic micro/macro environment.
  • Develop effective decision-making skills as sales managers.
  • Develop interpretive and investigative research skills.
  • Compare ethical and unethical sales practices both within and outside the U.S.
MKT 542 Global Marketing  3

Global Marketing takes an environmental and strategic approach to exploring business marketing on a worldwide scale. Topics of discussion include social and cultural environments, global information systems and market research, importing, exporting and sourcing, global market-entry strategies, pricing decisions, and the digital revolution. By the end of this course, students should have a better understanding of the scope of global marketing, its impact on most—if not all—businesses, and how to strategize and work through the challenging and ever-changing landscape of global marketing.

Course Objectives

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

  • Categorize the different types of leverage utilized by companies with global operations.
  • Distinguish the major source of information for headquarter executives of global companies.
  • Compare and contrast a local, an international, and a global product or brand.
  • Critique the role of public relations in global marketing.
  • Cite the global issues associated with physical distribution and transportation.
MKT 552 Value Marketing  3

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:

  • Analyze the evolution of the marketing concept.
  • Examine the big picture of international marketing and the decisions firms must make when they consider globalization.
  • Evaluate consumer behavior and explain the purchase decisionmaking process.
  • Recognize the importance of pricing and how marketers set objectives for their pricing strategies.
  • Explore the various components of advertising.

Prerequisites to Admission:

An applicant must have earned a Bachelor Degree in Business Administration, Leadership, or Management. A Bachelor Degree in another field may be considered if the Admission Committee evaluation indicates that the applicant has the necessary foundation to succeed in the program.

FAQ About Coursework

Required units may be satisfied in the following ways: