Graduate Certificate in Marketing

BUS504

Marketing Mix Strategies - 3 Credits

The Marketing Mix Strategies will be addressed in the context of meeting the business strategy goals.  The participants will explore the portfolio of marketing mix strategies and learn how to balance them to achieve a long-term differentiation and growth.  Product, Place, Promotion and Price strategies will be associated with the various stages of a product life cycle.  At the end of the course, each participant should be able to formulate the appropriate marketing mix strategies for their choice of a product/service and a specific product cycle stage.  The course will benefit marketing managers and practitioners, as well as others wishing to understand the advantages and use of integrated approach to selecting Marketing Mix Strategies. 

Download the syllabus here

Disclaimer: The above syllabus is a sample only from the course, and is subject to change at the Professor's discretion. Please do NOT purchase books based on this syllabus.

BUS615

New Product Development - 3 Credits

This course will address the contemporary design and development issues common to new products and services. The course focus is on the product development process, which brings together the design, manufacturing and marketing activities of an enterprise.  The course will also cover additional topics common to both product and service development, including: global product/service development, management of intellectual properties, risk management and logistics management. 

This course provides entrepreneurs and future new product managers, project managers and team leaders with a comprehensive overview of the new product and service development process.  Participants will learn how to develop an effective development strategy, manage cross-functional teams across the organization, generate and evaluate concepts, manage the technical development of a product, develop the marketing plan and launch, and manage the financial aspects of a project. 

Prerequisite: BUS510.

Download the syllabus here

Disclaimer: The above syllabus is a sample only from the course, and is subject to change at the Professor's discretion. Please do NOT purchase books based on this syllabus.

BUS617

Matching Value Propositions to Buyers - 3 Credits

This course will leverage knowledge of buyer’s wants, needs and behaviors to develop effective value propositions and support them with focused marketing mix strategies. The participants will explore the process from a buyer’s perspective and from the marketer's and seller's points of view.  The course will benefit a wide range of marketing and sales, managers and practitioners, as well as others wishing to understand the process of value transactions between the company and the buyers. 

Pre-requisites: Foundation and Core Courses.

Download the syllabus here

Disclaimer: The above syllabus is a sample only from the course, and is subject to change at the Professor's discretion. Please do NOT purchase books based on this syllabus.

BUS618

Integrated Marketing for Managers - 3 Credits

This course addresses the content and action flow of an Integrated Marketing Plan, emphasizing the Integrated Marketing Communication (IMC) aspect. Students will learn how IMC fits within the overall organizational strategy and helps branding its offering. Students will also practice developing and implementing an Integrated Marketing Plan, including the general business framework, the specific IMC content and the measurement & evaluation stages. The governing narratives of the course learning and practice are Branding and Competitiveness.

Download the syllabus here

Disclaimer: The above syllabus is a sample only from the course, and is subject to change at the Professor's discretion. Please do NOT purchase books based on this syllabus.

BUS619

Driving Growth Through CRM and SLM - 3 Credits

This course focuses on management of the customer relationship lifecycle: prospecting for new customers, building relationships with new customers, turning current customers into advocates and partners, leveraging present customer base to further grow the customer sphere.  This course looks at relationship marketing and the organization needed within a company to successfully operate as a true customer-centric company. 

Participants will explore the inter-dependency between a Customer Relationship Management process (CRM, typically focusing on post-sales customers) and Sales Lead Management process (SLM, typically focusing on pre-sales prospects), how one complements the other within a growth cycle.  Integrated together, prospects are turned into customers and customers are leveraged to generate new leads.  We will also look at the technology available to support customer relationship, understand the ethical/privacy issues associated with development of customer data bases, and survey the future trends for CRM. 

The course will benefit pre- and post-sales marketing professionals and managers working towards growing their businesses organically by expanding their customer footprint.  The course will benefit a wide range of marketing, sales and service managers or practitioners, as well as others wishing to understand and leverage an integrated customer relationship system in their organizations.

Download the syllabus here

Disclaimer: The above syllabus is a sample only from the course, and is subject to change at the Professor's discretion. Please do NOT purchase books based on this syllabus.