Graduate Certificate in Marketing Studies

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Message from the Academic Vice President:

"On behalf of the faculty and staff of California Coast University, I wish to welcome you. You have made an excellent choice for continuing your education and choosing an educational institution that will help you meet your goals. 
 
At California Coast University, we created our programs to support the learning of busy professionals seeking to deepen and to broaden their knowledge and skills; and to help our students meet both professional and personal goals.  We look forward to helping you find success on your educational journey!"  
Patricia Insley, Ed.D.,
Academic Vice President

 

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Graduate Certificate in Marketing Studies

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.

Prerequisites to Admission:

The applicant should meet the following prerequisites in order to be admitted to the program:

An applicant must have earned a bachelor’s degree awarded by a college or university recognized by the U.S. Department of Education. The degree should be in Business Administration, Leadership, Management or Marketing. A bachelor’s degree in another field may be considered if the Admissions Committee evaluation indicates that the applicant has the necessary foundation to succeed in the program.

Courses required are listed below. Please click on the course to read a description.

plus-sign BAM 511 Marketing Management

3 Semester Units

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.

 

plus-sign MKT 512 Sales Management

3 Semester Units

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.

 

plus-sign MKT 542 Global Marketing

3 Semester Units

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.
  • Identify 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.

 

 

plus-sign MKT 552 Value Marketing

3 Semester Units

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.

 

Did you know, California Coast University offers affordable tuition payment options to help you get the education you deserve?

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