Marketing, Advertising, Sales

Marketing, Advertising, Sales and Public Relations

Certificate in Marketing

Marketing is essential—no business today could exist without it. This certificate guides you through the dynamics of marketing and shows you how to apply its principles to the practical working environment. The curriculum covers the difference between marketing and sales, brand building, restaging ailing consumer products and services and launching new ones, media costs and response measurements, and the role of database information. These are just a few of the many topics you cover in a program centered on one of the specializations below. The skills you acquire in this program can be adapted to an agency, client, nonprofit organization, government or educational environment, or your own business.

Upon completion of the program, students have the ability to:
• Understand the fundamentals of the sales and marketing mix—product, price, distribution, and promotion of goods and services.
• Develop market strategies and write marketing plans and campaigns.
• Use customer data for a better marketing program.
• Perform a SWOT analysis on products and services.
• Apply marketing concepts to niche areas of marketing and to different industries.
• Develop sales strategies for execution and improve sales techniques.
• Analyze the marketing environment and solve the marketing challenge.

This certificate is awarded to students who successfully complete five courses—three from your chosen specialization and two electives from the Marketing, Advertising, and Sales section. (See further below for electives.)

Marketing Fundamentals

Please note that requirements may change. Students must complete the requirements in place during the term in which they begin their certificate. For current requirements, course schedules, and course descriptions, please click here.

Complete both of these courses:

1. X50.9247 - Marketing Principles and Practices
2. X50.9143 - The Marketing Plan: Its Essential Role in Marketing

And one of these two courses:

1. X50.9140 - Marketing Research
2. X50.8102 - Internet Market Research

Add two "electives" from the list below (scroll down).

Marketing Research

Complete both of these courses:

1. X50.9280 - Using Research Tools to Drive Marketing Strategies and Campaigns
2. X50.9283 - Data Analytics, Interpretation, and Reporting

And one of these two courses:

1. X50.9140 - Marketing Research
2. X50.8102 - Internet Market Research

Add two "electives" from the list below (scroll down).

Advertising Management

Complete both of these courses:

1. X50.9008 - Advertising Fundamentals
2. X50.9032 - Advertising Copywriting

And one of these two courses:

1. X50.9246 - Advertising Campaign Strategies
2. X50.9136 - Agency Account Executive Training

Add two "electives" from the list below (scroll down).

Entertainment and Events Marketing

Complete the following course:

1. X50.9560 - Entertainment Law

And two of these courses:

1. X50.9605 - Entertainment Marketing
2. X50.9296 - Events Marketing
3. X50.9396 - Entertainment Public Relations
4. X50.9566 - Events Public Relations

Add two "electives" from the list below (scroll down).

ELECTIVES
The remaining two courses must be selected from the Marketing, Advertising, and Sales section.

Certificate in Public Relations

How do you reach the best people in the right media vehicle? In this age of information, almost every industry requires a coordinated and effective public relations effort to shape a company’s or individual’s strategy and build rapport with customers, voters, employees, stockholders, the general population, or competitors. This unique certificate is the culmination of a 25-year old curriculum with a faculty of industry professionals who bring invaluable experience into the classroom.

Upon completion of the program, students have in-depth understanding of:

• The fundamental principles and practices of a PR professional through lectures, workshops, case studies, and real-life applications of PR.
• How to be a spokesperson for an organization and interact with the media.
• How to prepare and execute a powerful PR campaign or press event.
• How to publicize an event, organization, or individual.
• How to produce and use the most effective PR tools—news releases, press kits, pitch letters, media conferences, satellite media tours, market-by-market media tours, press events, video news releases, and PSAs.

This certificate is awarded to students who successfully complete five courses—three required, including one PR writing course, and two electives selected from those appearing in this section. X50.9293 - Basic Public Relations Writing is strongly recommended for those without any public relations experience.

Required Courses
1. X50.9640 - Public Relations Functions and Practices
2. X50.9640 - Media Relations and Publicity Techniques

PR Writing Courses (Choose one)
1. X50.9293 - Basic Public Relations Writing
2. X50.9622 - The Corporate Communications Writer
3. X50.9628 - Press Release Workshop
4. X50.9692 - Beyond the Basics: Advanced Public Relations Writing and Editing
5. X50.9652 - Proposals That Win! Conception, Writing, and Execution
6. X50.9670 - Writing Essentials for Public Relations and Corporate Communications

Electives (Choose two)
Choose two electives from the courses listed in this section of the Bulletin.