Marketing
Reach Your Target
The Marketing Diploma Program gives you the knowledge you need to understand the vital role of marketing in the success of any company. Through case studies, team projects, and simulations you analyze current market conditions; investigate the relationships of product, price, promotion, distribution, customer relationship management, and packaging; and learn to develop an integrated marketing plan. Whether you plan to be a marketing professional or to manage a marketing department, the Marketing Diploma Program provides you with the essentials to get started.
Marketing courses
Introduction to Marketing explores the principles of marketing strategy and implementation. By studying marketing concepts, tools, and methods of analysis, you learn how to make decisions about products and services, prices, target markets, competition, and expansion or growth. Through this course, you
- understand customer value as the driving force behind marketing strategy
- analyze the marketing environment and the buyer behavior of consumers and businesses
- design a customer-driven marketing mix
Marketing Research helps you understand what market research can accomplish and how to use research tools in decision making. By the end of the course, you will
- understand the role of qualitative methods in research
- understand the focus group process
- be familiar with the criteria for evaluating secondary data and be able to recognize the strengths and weaknesses of sampling
Marketing Metrics is a seminar that covers principles and concepts of business accounting, finance, and economics. You gain confidence with quantitative data, helping you contribute to your company's success. Through this course, you will understand
- basic accounting and financial statements, and how to interpret them
- how to use financial figures to make and evaluate existing and future financial marketing decisions
- the interrelationships of price sensitivity, budgeting, and forecasting, and the costs of distribution, inventory, and promotion
Integrated Marketing Communications introduces you to ways to design and implement successful promotions and communications as part of your marketing strategy. By the end of this course, you will
- understand the principles, relationships, and strategies of integrated marketing components
- deepen your creative research and strategic thinking skills
- develop an integrated marketing communications plan for an organization
Global Marketing offers you a comprehensive study of global marketing dynamics and trends. The course addresses the skills you need to evaluate, develop, and implement marketing plans for a global and multicultural audience. By the end of the course, you will be able to
- recognize global and local marketing practices
- evaluate cultural value systems, behavior standards, communication techniques, and issues of diversity
- develop a global marketing strategy
Brand Management focuses on building brand image and value as well as loyalty between brands and clients. You learn how brand management influences all aspects of marketing. After completing this course, you will be able to
- build brand equity and manage brand identity
- formulate effective brand strategies to compete in the marketplace
- develop a brand audit of a company
Strategic Marketing synthesizes the knowledge you gained throughout the program and helps you formulate a marketing strategy. The course teaches you how to discover new market opportunities, develop recommendations, and integrate marketing in an overall business strategy. By the end of the course, you will
- acquire the ability to develop a marketing strategy
- understand the analytical tools used to develop a marketing strategy
- be able to identify opportunities for developing a competitive advantage
Capstone Course
Global Business and Marketing Strategy enables you to apply the principles you learned in all your courses. As part of a multidisciplinary team of students in the Business Administration, Marketing, and Global Business Management IDP programs, you will
- act as a senior manager for a virtual global business
- make decisions that affect the company as a whole rather than at the department level of marketing, finance, or accounting
- compete with classmates to make profits under realistic market conditions
Workshops, seminars, and guest lectures round out your studies. Whether you plan to be a marketing professional or manage a marketing department, the Marketing Diploma Program provides you with the essentials to be successful in any industry.
Program Prerequisites
The Marketing Diploma Program is designed for students with little or no experience in marketing. If you have previous study or significant work experience in marketing, we recommend you choose a different program.