Curriculum Requirements
Advanced Certificate in Marketing
Major Requirements
| Marketing Concentration Requirement | Credits: | |
| MRKT 620 | Strategic Marketing and Branding | 3 |
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This course is designed to prepare the student to approach, structure, and solve complex marketing problem on strategic and tactical levels, with an extension to the other functional areas of business strategy, to align the dynamic capabilities with operations and finance. Using digital and AI tools, students will analyze the trends affecting the everchanging customers' wants and preferences, evolving market structures and competitive scenarios will reflect the present complexity of the marketing task, and the imperative of capturing market opportunities via delivery of superior customer value and the brand equity management. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| Marketing Concentration Electives (choose five courses from the following) | Credits: | |
| MRKT 615 | Technical Sales and Marketing | 3 |
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In this course students will build on their knowledge of marketing and sales and in particular, technical sales, in order to master the skills needed to be an effective and persuasive technical salesperson. Students will be introduced to the selling process within the context of the broader marketing plan. Topics include technical selling, generating and qualifying sales leads, planning sales calls, demonstrations, negotiations, closing the sale, follow up, building partnerships, managing time and territory, and sales metrics. Classroom Hours- Laboratory and/or Studio Hours- Course Credits: 3-0-3 Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 710 | International Marketing | 3 |
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Prerequisite: Prerequisite: MRKT 620 This course presents a systematic treatment of marketing in a global setting. The impact of cultural, social, demographic, legal, political, competitive, technological, and economic trends on international markets' attractiveness will be analyzed. Students will learn to develop segmenting, targeting, and positioning and marketing mix strategies for foreign market entry in a group project aimed at a selected product/market combination Students will learn how to apply AI tools to enhance their analysis. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 715 | Marketing Communication and Promotion | 3 |
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Prerequisite: Prerequisite: MRKT 620 This course offers a comprehensive framework for understanding the role and strategic use of promotion within the marketing mix. Emphasizing communication theories, the curriculum guides students in developing tactical and strategic promotional programs that leverage current technologies, including AI-driven techniques for content creation, consumer behavior analysis, and campaign optimization. Students will delve into the integration of AI to elevate strategic decision-making, address ethical implications, and evaluate its influence on contemporary media landscapes. Branding and positioning strategies will be explored in depth, alongside the implementation of key promotional components. The course places a strong focus on emerging trends in digital media, equipping students to analyze and capitalize on new marketing opportunities using innovative and traditional platforms effectively. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 745 | Digital Marketing Strategy, Tactics, and Tools | 3 |
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Prerequisite: Prerequisite: MRKT 620 The digitization of media and commerce has been transformational as it concerns best practice approaches to marketing. In this course, students will learn how marketing theory applies to the digital landscape. The course will explore how to create effective digital marketing strategies, as well as how to use the latest digital marketing tools to reach and engage target audiences. In addition to theory, students will also gain practical skills that will enable them to assist companies in developing and implementing their digital marketing strategies. By the end of the course, students will have a strong foundation in digital marketing principles and techniques, and be able to contribute to successful digital marketing campaigns. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 750 | Marketing Research for Consumer and Managerial Insights | 3 |
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Prerequisite: Prerequisite: MRKT 620 Our rapidly changing world requires nimble and flexible marketing responses based on data-driven insights. This course provides students with a foundational understanding of qualitative and quantitative marketing research methods. Emphases are on the validity and reliability of techniques associated with exploratory, descriptive, and causal research designs, as well as measurement, sampling, and fieldwork. Students gain hands-on experience by designing and conducting their own research projects, including exploratory research, survey design, data collection, analytics, presentation, and reporting. The course integrates cutting-edge AI tools for data collection and analysis, predictive modeling, and automated insights generation, enhancing students' capabilities in leveraging advanced technologies for marketing research. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 765 | New Product Marketing and Innovation | 3 |
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Prerequisite: Prerequisite: MRKT 620 Students will employ AI tools alongside traditional methods to manage new products and transformative innovation, examine the concepts, methodologies, and techniques utilized in the search, development, testing and launch of impactful new products and services. The course includes the consideration of a firm's strategic requirements for new products, the nature of innovation and consumer response, concept development and testing, market testing, estimation of market potential, and marketing planning for adding new products to existing portfolios and start-up businesses. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 775 | Consumer Behavior | 3 |
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Students will investigate the central role of consumer behavior theory to marketing practice in terms of the planning, development, and implementation of marketing strategies and programs. Consumer behavior theory will be explored using concepts from psychology, sociology, anthropology, and economics in order to understand, predict, and influence consumer attitudes, preferences, and behavior. Students will have an opportunity to conduct a consumer research project using both traditional methods and AI-powered tools, analyze results, and develop relevant marketing management recommendations. This hands-on experience will enable students to leverage AI for deeper consumer insights and more effective marketing strategies. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| Total: 15 Credits | ||
| BUSIE 700 Faculty-Led Study Abroad or another relevant course may be substituted for MRKT 710 by approval of the department chair. | ||
| Total Program Credits = 18 |