# 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.

- Affordable Tuition with Interest-Free Payment Plans

  Low tuition with interest-free payment plans as low as $150/month.
- Self-Paced, Online Courses

  Flexible programs designed to fit into your busy schedule. Self-paced study with no group projects, set meeting times, or exam dates.
- Start Anytime

  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.
- 10% Tuition Discount\*

  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](https://www.calcoast.edu/corporate-partners-list/)**. For more information on how to become a Corporate Partner, see our [Corporate Partnership Information Page.](https://www.calcoast.edu/corporate-partnership/)  
  \*Employment verification is required. Offer good for students who enrolled after January 2024 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).

![Graduate in a cap and gown holding a sign that says: You CAN do it! Interest-free payment plans as low as $150 per month.](https://www.calcoast.edu/assets/client_files/images/newsite/programdetails/$150%20(2).png)

View Program Outcomes:

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

\[READ MORE\]

- Explore principles and functions of modern marketing.
- Examine principles of consumer behavior and the impact they have on development and implementation of marketing strategies.
- Review the types of advertising and promotions utilized in the field of marketing.

- Demonstrate an understanding of the key aspects of marketing management.
- Examine key concepts and theories related to program content - utilizing critical thinking and academic writing skills.

> Thank you to all the staff that was there to answer any questions I had.
>
> I hope to see you in the future if I decide on whether to pursue my master degree. Thanks!
>
> Jorge Perez, Class of 2022

### Explore The Program

The Undergraduate Certificate in the Fundamentals of Marketing 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 Undergraduate Certificate in the Fundamentals of Marketing is comprised of the following 4 courses. **Click on course title to expand and read more.**

\[CLOSE\]

| 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. The course covers services, nonprofit and for-profit organization marketing including the planning, implementation, evaluation, and control of the marketing effort. Ethics in marketing and socially responsible global marketing are also explored. **Course Objectives:** Upon successful completion of this course, students will be able to: - Define and describe the multiple factors related to the field of marketing. - Analyze the various types of market opportunities. - Examine concepts related to product, pricing, and distribution decisions. - Demonstrate an understanding of promotion and communication strategies. - Demonstrate proficiency with academic writing related to marketing. |  |  |  |
|  | MKT 230 | Consumer Behavior | 3 |
| *Consumer Behavior* explores how the human experience is affected by consumption and how consumers seek value to address other needs. This course examines the internal, external, and situational which affect consumer behavior. The course also covers the role of consumption, value, and satisfaction on consumer behavior. **Course Objectives** Upon successful completion of this course, students will be able to: - Define consumer behavior, and explain its role in business and society. - Discuss the internal influences on consumer behavior including perception, cognition, motivation, emotion, personality, and attitude. - Discuss the external influences on consumer behavior including culture, groups, and interpersonal factors. - Describe the situational influences which affect consumer behavior and the major perspectives on consumer decisionmaking. - Explain the role of consumption, value, and satisfaction on consumer behavior. - Demonstrate proficiency with academic writing related to consumer behavior. |  |  |  |
|  | MKT 310 | Advertising and Promotions | 3 |
| *Advertising and Promotions* offer students a comprehensive understanding of integrated marketing communications. Emphasis is placed on business-to-business marketing principles, global marketing considerations, brand management, and a range of advertising and promotional strategies. This course takes an integrated approach centered on a strong foundation in advertising. **Course Objectives** Upon successful completion of this course, students will be able to: - Analyze the foundational principles and functions underlying advertising, promotion, and marketing. - Interpret and expound upon the intricacies of the communication process, including the functions of consumers, advertising agencies, and various marketing communication entities. - Utilize objective-setting techniques and budgeting methods to create integrated marketing communications programs, while detailing the developmental process. - Assess and dissect the effectiveness of monitoring, evaluation, and control mechanisms in gauging the success of marketing programs. - Critique regulatory frameworks, explore global applications, and analyze the social, ethical, and economic implications of advertising and promotional practices. - Demonstrate advanced skills in academic writing specifically focused on advertising and promotion, showcasing proficiency in conveying concepts and strategies. |  |  |  |
|  | MKT 333 | Marketing Management | 3 |
| *Marketing Management* presents marketing management as a core business activity involving everyone in the firm, not just the marketing department, and is structured to improve individual, unit, and organizational performance as it continually adapts and adjusts to the marketplace of the 21st century. Topics covered include: the major challenges facing marketing today; virtual, digital, and social marketing management; analytics, metrics, and measurements available through new technologies; customer-centric and service marketing orientations; branding and brand equity; and global, ethical, legal, and sustainable marketing practices. **Course Objectives** Upon successful completion of this course, students will be able to: - Define and examine issues currently impacting marketing management (i.e. global, ethical, sustainable, strategy, planning, and competition considerations). - Discuss best practices for using information to drive marketing decisions. - Evaluate the essential role of the product experience in marketing. - Demonstrate an understanding of the key elements of pricing decisions and delivering the value offering. - Examine the role of promotion and advertising in communicating the value offering. - Demonstrate proficiency with academic writing related to marketing management. |  |  |  |

### 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:**

- **CCU Course with Study Guide**

  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.
- **Transfer of Credit**

  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.
- **Challenge Examinations**

  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.

170

##### **Per Unit**

#### Total Courses:

**4**

Core Courses:

4

#### Total Units:

**12**

[learn more](https://www.calcoast.edu/request-for-information-landing.html)

Meet The Dean

[![Dr. Peng Chan](https://www.calcoast.edu/assets/components/phpthumbof/cache/pchen_headshot.c2667ac1bc9a15962e4b1bcdaee1c2c2.jpg)](https://www.calcoast.edu/dr.-peng-chan.html) [Dr. Peng Chan](https://www.calcoast.edu/dr.-peng-chan.html)

[Dean, School of Administration and Management | Professor of Administration and Management](https://www.calcoast.edu/dr.-peng-chan.html)

[Dr. Chan holds a Law degree with top honors, an M.B.A. in Corporate Strategy & Finance, and a Ph.D. in Strategic Management.](https://www.calcoast.edu/dr.-peng-chan.html)

"The educational value from what I learned is beyond valuable. Professionally, I am able to take what I learned and implement ideas and concepts. Personally, it's a huge accomplishment for me to receive a master's degree."

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

R. Ramirez

Alumni  
Organizational Leadership

<https://www.calcoast.edu/r.-ramirez.html>

"I found it to be extremely rewarding to finish my schooling and receive the degree. Very flexible to work around being a parent and working full time to complete the schooling necessary for the degree."

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

D. Paschel

Alumni  
Business Administration

<https://www.calcoast.edu/d.-paschel.html>

"In a world where a degree is practically required for any decently paying job, this program made obtaining a degree feel more accessible to someone like me."

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

S. Fidel

Alumni  
Business Administration

<https://www.calcoast.edu/s.-fidel.html>

"This college degree holds value both personally and professionally. It fostered critical thinking, discipline, and a deeper understanding of the world, while also serving as a credential that can open doors, enhance my career prospects, and signals a commitment to my long-term goals."

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

M. Perez

Alumni  
Criminal Justice

<https://www.calcoast.edu/m.-perez.html>

"Getting my degree was a personal goal, I am now the first person in my family to have obtained my Bachelor's degree."

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

M. Raymond

Alumni  
Business Administration

<https://www.calcoast.edu/m.-raymond.html>

"I am so happy to have a degree from CCU and plan to pursue future education. The staff and the university as a whole is wonderful!!!"

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

K. Wilson

Alumni  
Health Care Administration

<https://www.calcoast.edu/k.-wilson.html>

"I am just so thankful for having the option of online education as I work full time. I feel it is a personal accomplishment and I am very proud."

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

A. Quiroz

Alumni  
Psychology

<https://www.calcoast.edu/a.-quiroz.html>

"I’m very happy that this could work with a full-time work schedule. I will be recommending to anyone who is looking for flexibility."

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

K. Kast

Alumni  
Criminal Justice

<https://www.calcoast.edu/k.-kast.html>

"Being in my late 40’s I never thought I would complete my bachelor's degree with a busy career and family. My B.S degree raises my salary at work and creates more opportunity for promotion. I am honored and feel a sense of personal accomplishment"

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

M. Moore

Alumni  
Criminal Justice

<https://www.calcoast.edu/m.-moore.html>

"Personally, I have gained a wealth of confidence in completing my degree. I always wanted to do this, and it was made possible through this program."

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

T. Grimes

Alumni  
Health Care Administration

<https://www.calcoast.edu/t.-grimes.html>

"I found this form of learning was superb for me. Especially as a stay-at-home mom with little babies at home, who was going to return to work after a few years. It was truly a blessing to have found this school in all of my research, due to the freedom of learning as you go."

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

L. Barrientos

Alumni  
Human Resource Management

<https://www.calcoast.edu/l.-barrientos.html>

"CCU is an excellent option for people who have busy careers. Getting my degree was important to me and CCU helped me obtain that."

![graduation cap](https://www.calcoast.edu/assets/components/phpthumbof/cache/gradheadshot-placeholder.654ae56f67e7887f51e0a9878730abcf.png)

B. Odell

Alumni  
Criminal Justice

<https://www.calcoast.edu/b.-odell.html>

[Explore All Fields of Study](https://www.calcoast.edu/online-degree-programs/)

- [All Business](https://www.calcoast.edu/online-business-degree-certificate-programs/)
- [Business Administration](https://www.calcoast.edu/business-administration/)
- [Business Management](https://www.calcoast.edu/management/)
- [Health Care Administration](https://www.calcoast.edu/health-care/)
- [Marketing](https://www.calcoast.edu/business-marketing/)
- [Criminal Justice](https://www.calcoast.edu/criminal-justice/)
- [Psychology](https://www.calcoast.edu/psychology/)
- [Education](https://www.calcoast.edu/education/)
- [General Studies](https://www.calcoast.edu/general-studies/)