Fundamentals of Marketing
Undergraduate Certificate Online Program

The undergraduate certificate program in the Fundamentals of Marketing assists students in developing skills that will allow them to understand modern marketing practices and apply the techniques they learn to their profession. Students will be introduced to theories in consumer behavior, advertising and promotions, entertainment marketing, marketing management, and communications.

Designed For You

The California Coast University online Undergraduate Certificate in the Fundamentals of Marketing 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 Undergraduate Certificate in the Fundamentals of Marketing 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 Undergraduate Certificate in the Fundamentals of Marketing degree program is comprised of the following 4 courses. Click on course title to expand and read more.

ID Course Name Units
BAM 306 Principles of Marketing  3

Principles of Marketing examines the various functions of modern marketing including the market, product and price systems, distribution structure and promotional activities. Specialty field marketing, planning, evaluation of the marketing effort, and socially responsible global marketing are also explored.

Course Objectives:

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

  • Outline the steps in the marketing process.
  • Explain the importance of understanding customers and how marketing works to deliver customer value.
  • Discuss a customer-driven marketing strategy.
  • Describe the principles of sustainable marketing.
MKT 230 Consumer Behavior  3

Consumer Behavior explores not only the act of buying, but it also investigates how having—or not having—a product, service, idea, or experience affects our lives, how we view ourselves, and how we view others. This course examines consumer behavior as an ongoing process and includes discussions about current marketing trends—how consumers and technology have affected marketing, and how new marketing has affected consumers and their social environment.

Course Objectives

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

  • Understand the psychological foundations of consumer behavior.
  • Apply the mechanisms of influence that are most likely to lead consumers to change their attitudes, their beliefs, and, most importantly, their actions.
  • Analyze how products and commercial messages often appeal to our senses.
  • Understand how consumers learn about products and services.
MKT 310 Advertising and Promotions  3

Advertising and Promotions will allow students to see a collective picture of integrated marketing communications. Focus is placed on business-to-business marketing concepts, international marketing discussions, brand management, and various advertising and promotional tactics. This is an integrated approach with a solid advertising core.

Course Objectives

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

  • Understand the foundation of integrated marketing communications.
  • Analyze advertising tools, marketing power, and message strategies.
  • Evaluate promotional tools, selling, and public relations.
  • Become familiar with integration tools such as technology and business specific programs.
MKT 333 Marketing Management  3

Marketing Management offers a streamlined approach to current marketing management practices and theory, with a focus on helping companies, groups, and individuals adapt their marketing strategies and management practices to the marketplace of the twenty-first century. Outside cases and simulations are presented to help students utilize their marketing knowledge for successful marketing practices and to effectively solve marketing problems with the latest tools and techniques.

Course Objectives

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

  • Examine the forces defining the new marketing realities.
  • Analyze how companies attract and retain the right customers and cultivate strong customer relationships and communities.
  • Examine the required steps in developing an advertising program.
  • Assess the major psychological processes that influence consumer buying behavior.
  • Analyze how consumers make purchasing decisions.

Prerequisites to Admission:

The applicant should meet the following prerequisites in order to be admitted to the program: An applicant must be at least 18 years of age and have successfully obtained a high school diploma, GED, or its equivalent.

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.
    • 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 undergraduate academic credit, transfer grades must be equivalent to a letter grade of C (2.0 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.