In industry, marketing endeavors can be described across four inter-connected categories (reference Appendix A for additional detail):
- Strategy + Analysis: Understanding buyer values and decision-making processes; brand positioning; outcome driven innovation; and inclusive and intercultural engagement.
- Planning + Design: digital content strategies, brand identity, sales team engagement, integrated marketing programs.
- Execution: Leverage engagement channels and tech platforms to distribute digital content using digital platforms and properties, interactive digital strategies, and technology, and leveraging digital behaviors to achieve digital sales.
- Assessment: Conduct program analytics using digital behavior-based business analytics insights to implement communication program changes; and integrate findings into eCommerce processes and technology platforms.
This core coursework for this certificate consists of 4 courses (8 credits) and addresses each of these categories. The elective course options (4 credits) enable a student to deepen their focus in a specific category or continue their studies across multiple category categories. This philosophy is consistent with how marketing professionals experience their careers; and consistent with the MS Marketing program's philosophy to enable student to be intentional with their coursework and design their studies to achieve a specific goal.