Strategic Marketing Graduate Certificate

This course is the introductory course to the Marketing Master’s Degree Program. It is designed to introduce students to the fundamentals of marketing in the context of a creative and innovative program design. Students will learn techniques for improving the flexibility and originality of their thinking and will explore approaches used by marketing practitioners to create and sustain organizational innovation.

The marketing management course is designed to serve as an introduction to the theory and practice of marketing. Students will improve their ability to develop effective marketing strategies and assess market opportunities, as well as design strategy implementation programs. In addition, students will have the opportunity to communicate and defend their recommendations and build upon the recommendations of their peers.

The buyer behavior course examines the consumer decision process and the effect on consumer decision-making of external environmental influences (culture, subculture, social class, reference groups, family, and personal influences) and of internal psychological influences (personality and lifestyle, learning, motives, perception, and beliefs and attitudes). Applications of psychological, sociological, anthropological, and economic theories and models to the understanding of buyer behavior and the development of a marketing strategy.

The marketing strategy course is designed to allow students to understand and develop marketing strategies for a real-world business or organization. Through case studies and in-class discussion, students will analyze the opportunities and challenges of selecting effective and efficient platforms and promotional tools. Special emphasis will be put on the synergies and effectiveness of the marketing mix.

The digital marketing course explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, and 3D Printing. It will provide a richer understanding of the foundations of the new digital marketing landscape and a new set of stories, concepts, and tools to help the students digitally create, distribute, promote, and price goods and services.