C.C., Marketing Certificate

Certificate Type: CC
Major Code: BMAR-CC
CIP: 0552070101
Former CIP: 0506180101

The purpose of this program is to prepare students for employment in marketing positions in a variety of business environments and/or to provide supplemental training for persons currently employed in marketing occupations. Content includes the four P's of marketing: price, product, place (distribution) and promotion of a business. Emphasis is on selected theories of marketing, sales, advertising/promotion and e-Business. Students will be able to demonstrate knowledge of the following marketing principles:

• Understanding products and markets;
• Utilizing available sources to obtain product knowledge and perform market research via the Internet;
• Creating a marketing plan;
• Explaining the use of goods classification and life cycle analyses as planning tools for marketing;
• Performing market segmentation;
• Developing and modifying marketing mixes for a business;
• Identifying target markets;
• Evaluating marketing activities; and
• Describing the techniques for sales and promotions.

This certificate is upward compatible with the A.S. degree, Business Management, Marketing and Administration.

Major Courses
CGS2100C	Office Applications This course focuses on the concepts and operation of the main components of word processor, electronic spreadsheet, database management and presentation software programs. Students will gain fundamental knowledge of a major software suite and learn skills that have practical applications in real world situations. Lab fee required.	3
GEB1011	Introduction to Business This course is designed to provide an overview of the business environment. The business disciplines discussed include management, international business, marketing, finance, economics, accounting and business law. This course provides useful information for business majors and any others involved in owning or operating businesses. This course is also recommended for students expecting to take ACG 2021 Principles of Financial Accounting.	3
MAR2011	Marketing This is an introductory course in marketing, emphasizing the four elements of the Marketing Mix: Product, Price, Place and Promotion. The course focuses on the marketing concept, role of strategic planning and development of marketing strategies. In addition, the concepts of market segmentation, demographics and selection of a target market will be studied. Importance of market research, consumer and industrial buying habits and the differences between consumer and industrial goods are also explored. Concepts behind product development and product acceptance are reviewed in the context of pricing and promotional techniques throughout the product life cycle. Importance of branding is evaluated. The concept of an integrated marketing campaign is explored within the context of the promotional mix - advertising, direct selling, sales promotion and public relations. Online marketing is explored utilizing the Internet.	3
MKA2021	Principles of Salesmanship This course is a study and analysis of the role of sales in today's economy. Emphasis is on sales techniques and applications of sales principles. Sales management and operation are also studied in the course.	3
OST2335C	Business Communication This course develops effective oral and written business communication skills to create successful human relations. Communication skills are taught in the four language areas: listening, reading, writing and speaking. Studies include grammar, proofreading, editing and business communication composition.	3
Choose one:
GEB2350	International Business This course explores the dynamic environment of international business, a multi-disciplinary subject that draws from international economics (balance of trade, balance of payments), politics, institutions, culture and technology as well as insight into the mechanics of international trade and investment, the international financial system and business management in the global marketplace.	3
MAR2141	Introduction to International Marketing This is an advanced course emphasizing the application of fundamental marketing principles to a global marketplace. The global marketplace consists of over two hundred countries and an even greater number of languages and cultures worldwide. The course focuses on the role of strategic planning and the development of marketing strategies for this international marketplace. Strategies for opening up new markets will be explored - pure exporting, use of local distributors, global manufacturing and wholly owned subsidiaries. Basic concepts of demographics, market segmentation and selection of target markets will be applied to this complex worldwide stage. The course will explore the differences in international consumer and industrial buying habits as well as the impact of language, culture and religion on local promotional campaigns. The complexity of product development, product naming and pricing will be explored on a country-by-country basis. This course will also explore the complexities of developing worldwide distribution systems as they are affected by differing local laws, taxation and regulations.	3
Note: International class not taken as a major course can be taken as an elective.
Electives		6
Choose six credits from the following list:
GEB2112	Entrepreneurship This course provides business and non-business majors with the skills necessary to succeed as an entrepreneur. The fundamentals of starting and operating a business, developing a business plan, obtaining financing, marketing a product or service and developing an effective accounting system will be covered.	3
MAN2941	Cooperative Education Internship in Business This course is designed to provide students the opportunity to apply classroom theory to practical, work-related applications. Seminars may be a component of this course and regular contact with the assigned faculty advisor is required. Students may earn cooperative education credits based on the completion of the required work experience and satisfactory completion of assignments including, but not limited to, seminars and a project. This course may be repeated based upon the student’s academic program.	1
OST2794	Internet Research for Business This course is a business-oriented Internet class which covers all of the major access routes for using resources on the Internet including e-mail, Telnet, e-mail groups, discussion and the World Wide Web. Also covered will be the legal, ethical and social issues involving the use of the Internet and Internet files. The class will focus on finding and using the business resources available on the Internet. Web page authoring software will be introduced. Students will gain experience building and modifying websites. All class work will be done through the Internet.	3
OST2852C	Microsoft Excel The purpose of this course is to provide students hands-on training using Excel for business, professional and personal use. The student will gain an in-depth understanding of a spreadsheet program. The student will create, edit and format spreadsheets and graphs, work with formulas and functions, sort, filter and subtotal data lists and create and edit macros.	3
Total Credits:		24