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  • Berkeley Global

Marketing Management

BUS ADM X460.1

40311
Delivery Options Online

Get the foundational knowledge of marketing concepts, terminology and practices and how to apply them to current marketing situations to affect an organization’s profitability. You learn about consumer, industrial and service marketing; selecting markets; product planning, pricing, distribution, and promotion; and the integration of marketing with other business activities, such as social media.

Course Outline

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Course Objectives

  • Understand the principles of marketing
  • Analyze the four “Ps” of the marketing mix
  • Interpret customer relationships and value through marketing
  • Evaluate the role of ethics and social responsibility in marketing
  • Identify consumer behaviors
  • Recognize market opportunities
  • Develop a marketing process
  • Write a marketing plan

What You Learn

  • Marketing concepts and functions
  • Marketing’s role in for-profit and non-profit organizations
  • Marketing mix
  • Business-to-business (B2B) marketing
  • Marketing research
  • Marketing information systems
  • Consumer demographics, differentiation and positioning
  • Consumer buying behavior
  • Internet marketing
  • Industrial and institutional customers
  • Market segmentation
  • Product planning
  • Branding and packaging
  • Distribution
  • Wholesaling and retailing
  • Promotion
  • Pricing decisions
  • International marketing

How You Learn

  • Lectures
  • Group discussions
  • Case studies

Is This Course Right for Me?
This course is designed for those who are considering a career in marketing, sales, advertising or related areas, as well as for those who are already employed in the marketing field but want to gain further marketing knowledge to enhance their career opportunities.

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Sections

Section 138

Wait List

Jan 12, 2021 to Mar 16, 2021 Live Online

Course Fee(s)

Course Fee credit (2 units)

$945.00


Type Live Online

Access classroom-style interactive learning from anywhere in the world! Attend scheduled online sessions with your instructor and classmates in addition to completing your coursework.

Live Online format allows you to take classes from anywhere with an internet connection. Classroom sections will be taught in this format through Spring 2021. Learn more about this format.

Beginning August 15, 2020, you must have a Zoom account to participate.

Many schools are now accepting transfer credit for online coursework, including health and sciences programs. Check with your institution before enrolling.

Days

T

Time

6:00PM to 9:00PM Pacific Time

Dates

Jan 12, 2021 to Mar 16, 2021

Schedule and Location

View Details

Instructional Hours

30.0

Delivery Options

Online

Available for Credit

2 semester units

Instructors

  • James Prost

Section Notes

Enroll early to secure a space in class. You must enroll before the second class meeting.

Section Materials

  • Textbook (Mandatory) Essentials of Marketing by William Perreault Jr., Joseph Cannon and E. Jerome McCarthy © 2017 McGraw-Hill/Irwin 15th edition ISBN 9781259573538

Section 139

Mar 17, 2021 to May 25, 2021 Online

Course Fee(s)

Course Fee credit (2 units)

$945.00


Type Online, Fixed Date

Enroll in this course by its start date and complete it by its specified end date. There are no live sessions, but plenty of opportunities to collaborate with your classmates and instructor.

Dates

Mar 17, 2021 to May 25, 2021

Delivery Options

Online

Available for Credit

2 semester units

Instructors

  • Woody Alexander

Section Notes

Students must score a 70% or higher on the final exam to pass the course.

Section Materials

  • Textbook (Mandatory) Marketing by Roger A. Kerin, Steven W. Hartley, William Rudelius © 2017 McGraw-Hill 13th edition ISBN 9781259573545

This course applies to the following programs:

Certificate Program in Business Administration

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Required Courses

  • Essentials of Business
  • Applied Economics for Business
  • Marketing Management
  • Organization and Management
  • Managerial Accounting
  • Managerial Accounting
  • Basic Corporate Finance

Electives

  • Behavioral Finance
  • Business Communication: Writing and Speaking
  • Essentials of Management
  • Introduction to Risk Management and Financial Derivatives
  • International Finance
  • Introduction to Macroeconomics
  • Introduction to Microeconomics
  • Marketing Strategy
  • Marketing Strategies for Entrepreneurs and Small Business Owners
  • Small Business Management

Learn More About this Program

Certificate Program in Leadership and Management

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Required Courses

  • Effective Leadership and Management: Understanding and Influencing the Dynamics of Organizations
  • Business Negotiating
  • Power and Influence in Organizations
  • Managing Change and Ambiguity in the Workplace
  • Organizational Communication Strategies for Managers

Electives

  • Planning and Managing Your Small Business Venture
  • Business Communication: Writing and Speaking
  • Essentials of Business
  • Essentials of Management
  • Marketing Management
  • Making Power Moves: Women and Leadership
  • Mediation and Conflict Resolution
  • Becoming a Leader: Women in Leadership
  • Organization and Management
  • Organization Development and Change
  • Power and Influence: Women and Leadership
  • Talent Management and Workforce Development
  • Improvisation and Leadership
  • Small Business Management
  • Transformational Leadership
  • Communication Skills for Business Professionals

Learn More About this Program

Certificate Program in Marketing

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Core Courses

  • Marketing Management
  • Marketing Research: Concepts and Techniques
  • Marketing Strategy
  • Social Media Marketing Strategies
  • Strategic Marketing Analytics

Electives

  • Copywriting Communications for Marketing Professionals
  • Digital Marketing
  • Managing Product and Go-to-Market Strategies
  • Marketing Analytics Tools and Technologies
  • Marketing Data Visualization
  • SEO Fundamentals and Business Applications
  • Strategic Brand Management
  • Strategic Marketing Planning

Learn More About this Program

Notes

Departmental contact: extension-business@berkeley.edu | (510) 642-4231
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1995 University Ave., Suite 200

Berkeley, CA 94704-7000

extension@berkeley.edu

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BUS ADM X460.1 - 138 - Marketing Management

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Online

James Prost

James Prost, M.B.A., two-time Extension Honored Instructor, was formerly director of marketing and sales for the Technology Products Group at Dataquest. He held positions as vice president of sales for PowerUp Software and marketing manager for Qume. He has more than 20 years of experience in marketing and sales management.

Course Fee

Woody Alexander

Woody Alexander, M.B.A., has administered sales, marketing, distribution and management responsibilities on regional, national and international levels. He has expertise in developing sales and marketing management plans; recruiting, hiring, training and directing employees; sales forecasting; budgeting, accounting, and financial and compensation planning; order development; and implementing systems and procedures.
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