BEGINNING SEPTEMBER 1, 2018
Offered online in a self-paced format.
The Certificate in Marketing Strategy is a four-course certificate program with approximately 48 contact hours, and worth 4 Continuing Education units. The courses are offered entirely online in a self-paced format using video lectures, informational videos, readings and other online components. Each course takes approximately 10-12 hours to complete, including all readings and assignments, and done at your own pace. At the end of each course is a multiple-choice exam that takes about an hour to complete. Successful completion of all four assessments qualifies a participant for the Certificate in Marketing Strategy.
Because each course is delivered online, each course can be started individually, although they are sequential. Participants proceed at their own pace through the lessons, with each lesson being made available at the completion of the previous one. You have 60 days to complete a course once you enroll. Upon completion of all the lessons and assignments in each course, the assessment for that particular course will be made available. This course pre-supposes a basic understanding of marketing administration. Participants should have had at least one undergraduate or graduate course in marketing administration in order to get the most value out of this certificate program.
Tuition for each course in the program is $1,295.
No refunds for online courses.
- Course I: Introduction to Marketing Strategy: This course provides the foundation of business strategy, and shows how marketing-oriented perspectives underlie successful corporate, business, and marketing strategies. It also covers how overall corporate strategic decisions impact marketing strategy and direction, and covers specific business strategies and their marketing implications. Course details.
- Course II: Opportunity Analysis: This course teaches you how to understand what market opportunities really are and how to identify them. It also covers measuring and forecasting market opportunities in order to select the appropriate ones, how to segment and target the most attractive market segments, and differentiation and brand positioning. Course details.
- Course III: Formulating Marketing Strategies: This course covers specific marketing strategies for products or services that are introduced into three types of markets: new markets; growth markets; and mature or declining markets. It offers and discusses the specific strategic implications of each of those markets, and offers insight into how to cope with each type of market. Course details.
- Course IV: Digital Strategies, Implementation and Control: This course covers marketing strategies in a digitally networked world. It also covers how to organize and plan for effective implementation of marketing strategy, and how to measure and deliver superior marketing performance. Course details.