Specialized Studies Program in Marketing
Employment for marketing managers is expected to increase 14 percent between 2006 and 2016.
Copyright 2009 CareerBuilder, LLC—Reprinted with permission
Marketing products and services in today’s economy, and to a progressively Internet-savvy culture, is more challenging than ever. Today’s marketers are faced with increasing competition, rapidly evolving technology and growing customer expectations. Success depends on innovative techniques and cutting-edge strategies, backed by effective tactics.
Develop a comprehensive foundation in strategic marketing—from research to communications. Acquire the latest knowledge and practical skills to systematically develop and execute a strategic marketing plan. Learn to integrate multimedia and social media into your strategy, and build processes to measure outcomes. Leading industry experts bring a global perspective and provide a strong foundation from which to broaden awareness of your product or service. Examine pricing, positioning, promotion and distribution strategies that create satisfied customers. Classes are held in the evening, and the entire program is designed to be completed in a year.
Gain practical knowledge that matters
- Learn how to critically approach market research to make better decisions.
- Understand the strengths of each medium and how to deliver a consistent message.
- Keep yourself updated on new developments in media and communications technology.
- Develop strategies that can set you apart from your competitor.
Designed for professionals like you
This program is designed for marketing and communications professionals who want a solid foundation in marketing concepts; business owners and entrepreneurs who market their own products and services; and other business and technical professionals with an interest in marketing.
Specialized Studies Program Requirements
Courses may be taken individually or as part of the Specialized Studies Program in Marketing. Participants will be awarded a certificate in Marketing upon the successful completion of 6.3 required units and three (3) elective units of designated course work. Tuition for the entire Specialized Studies Program in Marketing is $2,795 to $3,165, depending on when you enroll. The program application fee, textbooks and parking are not included in the tuition fee.
- Required courses (6.3 units)
- Elective units (select 3 units)
| UNITS | F | W | SP | SU | ||
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| REQUIRED COURSES | Essentials of Marketing | 1.8 | 
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| Marketing and Public Opinion Research | 1.5 |
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| Integrated Marketing Communications | 1.5 |
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| Strategic Marketing Planning | 1.5 |
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| ELECTIVE COURSES | Special Events | 1.5 |
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| Essentials of Public Relations | 1.8 |
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| Media Relations | 1.5 |
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| Social Media | 1.5 |
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F=Fall W=Winter SP=Spring SU=Summer;
Schedules subject to change
Classroom format |
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Required Courses
Essentials of Marketing
1.8 quarter units academic credit, X441.28.
Learn the basic concepts and processes of market research and positioning, product development and life cycle. Discover how thoughtful branding, pricing, perception development, customer service, distribution and integrated marketing communications are critical to effective marketing campaigns.
This practical overview is designed for
professionals experienced in one aspect of marketing who want to expand
their
knowledge, as well as prospective career changers who want to increase
their
understanding of marketing and marketing processes.
This course is not currently scheduled.
Marketing and Public Opinion Research
1.5 quarter units academic credit, X441.315.
Learn a planned and critical approach to using research as a tool for making informed business decisions. People from many different kinds of organizations, including nonprofit, government, political and corporate, often need to gauge public opinion before making major decisions.
Explore both quantitative and qualitative methods from a practical
point of view, with many real-world illustrations. Topics include
research
planning, instrument design, sample selection, field implementation,
data
tabulation and analysis, and preparation of written and oral reports.
Individual and group projects let you develop your own skills with
observations
from the instructor and your peers.
This course is not currently scheduled.
Integrated Marketing Communications
1.5 quarter units academic credit, X441.32.
Customers want satisfaction. They want predictable, consistent experiences at every "customer contact point." Learn how world-class companies use integrated marketing communications to meet customer expectations by unifying and optimizing their marketing efforts and resources.
This course covers external and internal communications, building and supporting brand awareness across marketing channels, and the evolution of the media mix during the product lifecycle. You will also learn to draft an integrated marketing communications plan.
This course is not currently scheduled.
Strategic Marketing Planning
1.5 quarter units academic credit, X441.21.
Organizations
often mistake marketing tactics for strategy. Eager to communicate
quickly,
marketing professionals begin creating plans long before they know
where to
find their customers, what might intrigue them, and whether or not
they're even
listening. A well-developed strategic marketing plan clarifies your
position in
the marketplace and differentiates you dramatically from your
competitors.
Learn
to think strategically about marketing campaigns. Specifically, acquire
the
knowledge to analyze your target audience and their needs, create a
SWOT
analysis, position your product or service intelligently and develop
your
messaging appropriately. Exercises are rich and challenging and include
outside
reading and preparation. Individual and team-based assignments help you
understand and develop the various components of a strategic plan,
culminating
in a final team presentation.
Sections of this course open for enrollment:
- Strategic Marketing Planning starts January 20, 2010
Elective Courses
Special Events
1.5 quarter units academic credit, X423.19.
Discover ways to define your goals and custom design events to accomplish them. Whether you want to promote a new business, a product line or reinforce your brand, special events are an important marketing tool and offer public relations opportunities for companies, organizations and communities. Examine how to identify target audiences and find sponsors.
Learn to create pre-event publicity and draw in
event-day media coverage. Gain an "insider's look" at events as well
as how to manage them, how to measure them and how to produce events
successfully time-after-time.
This course is not currently scheduled.
Essentials of Public Relations
1.8 quarter units academic credit, X423.17.
Expand your knowledge of the roles and responsibilities of the public relations professional and the skills needed for success. Examine the role of public relations and the responsibilities and duties of those in this exciting profession.
Learn the functions of public
relations departments and the variety of specializations, such
as crisis communications, issue
management, and building and managing your organization's image.
This course is not currently scheduled.
Media Relations
1.5 quarter units academic credit, X441.18.
Your media targets receive hundreds of press releases every day. How do you make your message stand out in the crowd? The key to landing news coverage is to understand what the media wants and to deliver your message credibly, creatively and concisely. Develop a solid understanding of the media and various media outlets.
Gain insights into media perspective and how stories are chosen; the critical components of effective pitch letters, press releases and public service announcements; and how to format your messages for print and broadcast. Prepare for and conduct mock interviews, and learn how to handle controversial issues.
This course is not currently scheduled.
Social Media
1.5 quarter units academic credit, X423.25.
Business
organizations are
incorporating social media into their marketing strategies more rapidly
than
predicted. Clearly, with more than 100 million videos being viewed on
YouTube
each day, the increasing presence of blogs and the incredible traffic
on Facebook
and Twitter, marketing professionals cannot help but notice that such
widespread adoption can play a critical role in advertising and
promotions.
Sections of this course open for enrollment:
- Social Media starts March 8, 2010
* Note: Those with previous professional experience may request the substitution of another elective course in place of Essentials of Marketing if completing the specialized studies program. Schedules are subject to change. Please call (530) 757-8895 for more information.
You also have the option of taking any course in our Web site design area as an elective.
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