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.

  • Low tuition with interest-free payment plans as low as $100/month.
  • Flexible programs designed to fit into your busy schedule. Self-paced study with no group projects, set meeting times, or exam dates.
  • The program is not structured in semesters, quarters, or terms. It is designed to allow students to begin their online studies at any time of the year.
  • CCU offers a tuition discount for Active Duty Military, Veterans, Law Enforcement, Firefighters, Government Employees, and CCU Graduates.
    We also offer a 10% discount for Corporate Partner employees. For more information on how to become a Corporate Partner, see our Corporate Partnership Information Page.
    *Employment verification is required. Offer good for students who enrolled after April 2018 and were offered discount at time of enrollment. Offer is not retroactive for students already enrolled. Discount and/or prices subject to change and/or cancellation at any time without notice. This offer cannot be combined with any other discount(s).
View Program Outcomes:

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


Explore The Program

The Graduate Certificate in Marketing Studies degree program consists of 4 total courses.
The required courses are comprised of: 4 Core .
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.

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:

  • California Coast University has developed comprehensive Study Guides, for each course, that are designed to coordinate and sequence the learning materials within the required textbook. The following points will help to illustrate how the Study Guides are designed:

    • Study Guides are based on specific college level textbooks, which may be obtained from local bookstores, the publisher, or the University's Rental Library.
    • Each Study Guide is organized with a complete syllabus, along with instructional materials to guide the student chapter by chapter through the corresponding textbook.
    • Each Study Guide contains an overview and summary of all textbook chapters, along with a listing of important keywords (with definitions), and self-tests (with answers) on key points.
    • Study Guides include 4 unit exams equally spaced throughout the instructional materials, one writing assignment per unit, and the final examination.
    • Education certificate students are required to complete four written assignments for each unit examination in lieu of the 4 multiple-choice unit exams that are required for other programs.
    • Examinations are designed to test the student on the information contained within the preceding chapters.
    • All tests have no time limit and may be completed as open book tests.
  • Transcripts of previously completed academic work are evaluated and credit may be transferred to meet existing coursework requirements. The following guidelines are utilized when accepting transfer credit for a certificate program:

    • The University will accept transfer credit from applicable courses completed at colleges or universities accredited by an agency recognized by the U.S. Department of Education or foreign equivalent.
    • Certificate students may receive transfer credit for up to 6 semester units of previously completed coursework. Students may transfer up to 9 semester units of credit completed at California Coast University.
    • To be eligible for graduate academic credit, transfer grades must be equivalent to a letter grade of B (3.0 GPA) or higher.
  • During the admissions process, all professional experience is reviewed to determine if an applicant has sufficient occupational experience to warrant completing a Challenge Examination in lieu of a Study Guide for a particular course. The following factors are considered:

    • An applicant may be offered an opportunity to complete a Challenge Examination if the candidate's occupational expertise appears to be comparable to the objectives identified for a particular course.
    • Successfully passing a Challenge Examination will demonstrate an acceptable level of competence for that course.
    • If a student does not pass a Challenge Examination they are assigned a Study Guide for completion.
    • The maximum amount of Challenge Examinations allowed for each program level are: Associate 4; Bachelor's 10; Master's 2; Doctorate 0; and Certificates 1.