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2 Weeks


About the Course

Get a Marketing Certificate

Whether you’re an entrepreneur or working for a company, you know that what you’re offering has the potential to bring value to people’s lives. This introductory marketing course will help you to take your marketing skills to the next level.

Through an exploration of concepts, theories, and real business cases, this course will equip you with a strong foundation in marketing that will serve you well whatever your future plans may be.

What to Expect

The Marketing Certificate Course is an online learning program with recommended readings from the textbook (Principles of Marketing). This course is self-directed, which means you may study and complete assignments at times that are most convenient for you from the comfort of your own home.

This part-time Marketing Certificate Course has a recommended completion date of 9 weeks from the start of the program, however, you may choose to complete the course in as little as 6 weeks or as long as 18 weeks, depending on your schedule.

The Marketing Certificate Course has been created to allow you to complete it without teaching assistance. However, if you have questions or need assistance, you can receive help from a Faculty Member throughout the 9 weeks of the course. Your Faculty Member is a valuable resource person who can provide you with personal teaching assistance to help you succeed in the course.

Course Topics

The Marketing Certificate Course has been developed to meet high academic standards, ensuring that as a graduate you can display with pride the Marketing Certificate you will earn from the USILD

Marketing and Customer Value

  • Marketing and the Marketing Process

  • The Marketing Mix and the 4Ps of Marketing

  • Factors Comprising and Affecting the Marketing Environment

  • Evolution of the Marketing Concept

  • Determining Consumer Needs and Wants

  • Customer Relationship Management (CRM)

  • Ethical Marketing

Strategic Planning in Marketing

  • Developing a Strategic Plan

  • The Role of Marketing in the Strategic Planning Process

  • Purpose and Structure of the Marketing Plan

  • Marketing Plan Progress Using Metrics

  • Ethical Issues in Developing a Marketing Strategy

Understanding the Marketplace

  • Understanding Consumer Markets and Buying Behavior

  • Factors That Influence Consumer Buying Behavior

  • The Consumer Purchasing Decision Process

  • Ethical Issues in Consumer Buying Behavior

Business Markets and Purchasing Behavior

  • The Business-to-Business (B2B) Market

  • Buyers and Buying Situations in a B2B Market

  • Major Influences on B2B Buyer Behavior

  • Stages in the B2B Buying Process

  • Ethical Issues in B2B Marketing

Market Segmentation, Targeting, and Positioning

  • Market Segmentation and Consumer Markets

  • Segmentation of B2B Markets

  • Segmentation of International Markets

  • Essential Factors in Effective Market Segmentation

  • Selecting Target Markets

  • Product Positioning

  • Ethical Concerns and Target Marketing

Marketing Research and Market Intelligence

  • Marketing Research and Big Data

  • Sources of Marketing Information

  • Steps in a Successful Marketing Research Plan

  • Ethical Issues in Marketing Research

Marketing in a Global Environment

  • The Global Market and Advantages of International Trade

  • Assessment of Global Markets for Opportunities

  • Entering the Global Arena

  • Marketing in a Global Environment

  • Ethical Issues in the Global Marketplace

Marketing in a Diverse Marketplace

  • Strategic Marketing: Standardization Versus Adaptation

  • Diversity and Inclusion Marketing

  • Multicultural Marketing

  • Marketing to Hispanic, Black, and Asian Consumers

  • Marketing to Sociodemographic Groups

  • Ethical Issues in Diversity Marketing

Products: Consumer Offerings

  • Products, Services, and Experiences

  • Product Items, Product Lines, and Product Mixes

  • The Product Life Cycle

  • Marketing Strategies at Each Stage of the Product Life Cycle

  • Branding and Brand Development

  • Forms of Brand Development, Brand Loyalty, and Brand Metrics

  • Creating Value Through Packaging and Labeling

  • Environmental Concerns Regarding Packaging

  • Ethical Issues in Packaging

Maintaining a Competitive Edge with New Offerings

  • New Products from a Customer’s Perspective

  • Stages of the New Product Development Process

  • The Use of Metrics in Evaluating New Products

  • Factors Contributing to the Success or Failure of New Products

  • Stages in the Consumer Adoption Process for New Products

  • Ethical Considerations in New Product Development

Services: The Intangible Product

  • Classification of Services

  • The Service-Profit Chain Model and the Service Marketing Triangle

  • The Gap Model of Service Quality

  • Ethical Considerations in Providing Services

Pricing Products and Services

  • Pricing and Its Role in the Marketing Mix

  • The Five Critical Cs of Pricing

  • The Five-Step Procedure for Establishing Pricing Policy

  • Pricing Strategies for New Products

  • Pricing Strategies and Tactics for Existing Products

Integrated Marketing Communications

  • The Promotion Mix and Its Elements

  • The Communication Process

  • Integrated Marketing Communications

  • Steps in the IMC Planning Process

  • Ethical Issues in Marketing Communication

The Promotion Mix: Advertising and Public Relations

  • Advertising in the Promotion Mix

  • Major Decisions in Developing an Advertising Plan

  • The Use of Metrics to Measure Advertising Campaign Effectiveness

  • Public Relations and Its Role in the Promotion Mix

  • The Advantages and Disadvantages of Public Relations

  • Ethical Concerns in Advertising and Public Relations

The Promotion Mix: Personal Selling and Sales Promotion

  • Personal Selling and Its Role in the Promotion Mix

  • Classifications of Salespeople Involved in Personal Selling

  • Steps in the Personal Selling Process

  • Management of the Sales Force

  • Sales Promotion and Its Role in the Promotion Mix

  • Main Types of Sales Promotion

  • Ethical Issues in Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

  • Traditional Direct Marketing

  • Social Media and Mobile Marketing

  • Metrics Used to Evaluate the Success of Online Marketing

  • Ethical Issues in Digital Marketing and Social Media

Distribution: Delivering Customer Value

  • The Use and Value of Marketing Channels

  • Types of Marketing Channels

  • Factors Influencing Channel Choice

  • Managing the Distribution Channel

  • The Supply Chain and Its Functions

  • Logistics and Its Functions

  • Ethical Issues in Supply Chain Management

Retailing and Wholesaling

  • Retailing and the Role of Retailers in the Distribution Channel

  • Major Types of Retailers

  • Retailing Strategy Decisions

  • Recent Trends in Retailing

  • Wholesaling

  • Recent Trends in Wholesaling

  • Ethical Issues in Retailing and Wholesaling

Sustainable Marketing: The New Paradigm

  • Sustainable Marketing

  • Traditional Marketing Versus Sustainable Marketing

  • The Benefits of Sustainable Marketing

  • Sustainable Marketing Principles

  • Purpose-Driven Marketing

Your Instructor

Brian Chung

Brian Chung

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