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:

  • Define and understand the scope of marketing management.
  • Examine the process of capturing marketing insights.
  • Discuss forces influencing the field of marketing management including data collection, current trends, customer relationships, best practices, and globalization.
  • Analyze the importance of creating, delivering and communicating value in marketing management.
  • Demonstrate an understanding of the key elements of marketing including branding, positioning, identifying segments and targets, and research.
  • Demonstrate proficiency with academic writing related to marketing management.
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:

  • Summarize the sales management process, and examine ethical issues and global applications related to this process.
  • Describe the processes related to the formulation of a sales program including the strategic use of data and information.
  • Evaluate the key elements that contribute to the implementation of the sales program.
  • Examine evaluation and control aspects of the sales program.
  • Demonstrate proficiency with academic writing related to sales management.
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:

  • Define global marketing, examine why it is important, and discuss the forces affecting global integration and global marketing.
  • Demonstrate an understanding of the global marketing environment and discuss issues related to approaching global markets.
  • Evaluate the key elements of the global marketing mix.
  • Examine strategy and leadership in the 21st century.
  • Demonstrate proficiency with academic writing related to global marketing.
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:

  • Define the various aspects of marketing and value proposition including global and strategic considerations.
  • Discuss how consumer behavior informs the development of the value proposition.
  • Examine the process for developing the value proposition for the customer.
  • Examine delivering and communicating the value proposition.
  • Demonstrate proficiency with academic writing related to value marketing.

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: