Contemporary Marketing (Graduate Certificate)

Marketing is being redefined every day in a world of rapid innovation, fast-paced media, big data, and global competition. Effective marketing is critical in every type of organization from large corporations to nonprofits, from startup ventures to social mission organizations. The demand for outstanding marketing professionals has never been stronger. Contemporary marketing focuses on customers and markets, data and information, networks and relationships, social media and online channels, and strategy and performance. The objective is to prepare professionals to grow their businesses, better serve their customers and develop long-term customer relationships with cutting edge marketing knowledge. It is designed for people who already or aspire to work in marketing departments and agencies, in positions such as: account manager, product manager, community manager, database marketing coordinator, email marketing specialist, graphic designer, marketing analyst, social media coordinator, and web content writer.

Requirements

The contemporary marketing certificate comprises 5 courses total: 4 required courses and 1 elective. Students without a business degree or three years’ experience in marketing are required to take an introduction to marketing course (MBAMKT 670: Marketing Management) instead of the elective. MBAMKT 670 is usually offered online and on-ground.

Courses

1). MKT671 Marketing Research

Marketing research is a common currency in modern business practices. Business professionals rely on primary and/or secondary research to make well-informed decisions. The objective of this course is to provide business professionals a fundamental understanding of marketing research methods that improve managerial decisions. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection, and data analysis to yield the most valuable information. The course also introduces the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.

2). MKT673 Marketing Communications

Over the last decades it becomes more and more accepted that a successful communication campaign needs to integrate all communication channels used by the company. Integrated marketing communication is a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communications programs over time with all relevant targeted audience. The design of these programs is influenced and driven by the fragmentation of both consumer and business markets, the increasing number of media available to advertisers, the convergence of multiple media, the advent of on-demand media, and management’s requirement for greater productivity and accountability from advertising expenditures. This course has been designed to give students a solid foundation of the traditional and new methods of advertising planning, execution, and assessment. In addition, this course will provide a unique chance to look at the opportunities and problems associated with emerging media and communications strategy options, including the importance of integrating message and brand position in all media, old and new.

3). MKT691 Social Media & E-Services

Social Media provide marketers with several important capabilities not present in most other media including interactivity and measurability. Social media platforms such as Facebook, Foursquare, or Twitter have nowadays a fundamental impact on the way business and consumers behave, communicate and interact with each other. It is critical for business to understand these new media in their nature in order to benefit from them significantly. This course will examine what Social Media can offer companies and how they can be used to retain and interact with consumers. In this context, we rely partly on established theoretical models and best practice business cases. Special attention will be given on mobile services as well as the special characteristics of social media.

4). MKT 674 International Marketing

This course examines the development of international marketing programs, from determining objectives and evaluating international market opportunities to coordinating strategies in world markets. It differentiates between global and multi-national approaches to all elements of the marketing mix. There is an emphasis in the application of marketing principles in the multinational environment and the cultural influences that require adaptation of strategies in diverse markets. Topics covered: international information systems and marketing research, multinational product offerings and services, promotional strategies in international marketing, exporting and importing, and detailed analysis of marketing in several nations.

Electives – Choose One (1):
MKT 678 Entrepreneurship Marketing
MKT 692 New Product Development
MKT 675 Business to Business Marketing
MKT 685 Brain of the Consumer

MBAMKT 670 Marketing for Managers
(
Only required for applicants without 
a business degree or 3 years of marketing
experience - in place of elective

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APPLICATION REQUIREMENTS

 Applicants for the Contemporary Marketing certificate** will need to submit:
• Online application and fee ($60 domestic, $100 international)
• Official transcripts (completed bachelor’s degree required)
• Submission of TOEFL or IELTS score (required for all students that submit undergraduate transcripts where the national language is not English. Minimum required score for TOEFL is 85 to be considered).
• Resume (3-5 years of related work experience required)
• 3 letters of recommendation
• Statement of Intent. Please express in less than 1000 words:

 You can find more information about the application process at the Graduate Admissions homepage

 **please note the certificate does not meet eligibility requirements for issuance of an I-20.

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