Undergraduate Certificate in the Fundamentals of Marketing

3 Semester Units

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 and 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.

3 Semester Units

Consumer Behavior focuses on the examination and application of consumer behavior principles to the development and implementation of marketing strategies. The text explains how "new media" (e.g., the expansive internet, enhanced cell phones, specialized search engines, E-commerce-oriented websites, and TiVo-like devices) has greatly influenced the marketer's ability to more precisely track and understand consumer behavior. Substantial attention is given to consumer online behavior, and the importance and power of the internet and other digital technologies in facilitationg consumer communications, as well as their ability to purchase products online.

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.

3 Semester Units

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.

3 Semester Units

Marketing Management offers a streamlined approach of current marketing management practices and theory, with a focus on helping companies, groups, and individuals adapt their marketing strategies and management 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:

• Understand marketing management.
• Consider ways to connect with customers.
• Assess the importance of building strong brands.
• Discuss shaping the market offerings.
• Analyze the importance of communicating value.
• Strategize how to create long-term growth.