Marketing

With an understanding of the four P's - product, place, price and promotion, you'll be prepared to develop a dynamic marketing strategy. Explore the complex relationships between objectives, strategies, positioning, tactics, budgets, competitive analysis, target markets, and more. Understand how to monitor the environment, conduct market research, and choose customers and suppliers more carefully while improving the profitability of your business. Additionally, explore how today's information-based economy is affecting the way in which products are marketed and sold, and learn marketing fundamentals as they apply specifically to the Internet.

Determine what it is you want your web site to do, then learn how to make your site accomplish those objectives. Strategic use of the Internet can increase the efficiency and effectiveness of your overall marketing program when you know what options are available to you in terms of techniques and tools. Learn how you can use your web site as a research tool, selling tool, and communications tool. Discover how to develop and use your web site to provide customer service, test new products, and obtain marketing research information. This course is a must for marketing professionals who must collect and analyze market data to develop strategies that increase sales.

Determine what it is you want your Web site to do, then learn how to make your site accomplish those objectives. Strategic use of the Internet can increase the efficiency and effectiveness of your overall marketing program when you know what options are available to you in terms of techniques and tools. Learn how you can use your Web site as a research tool, selling tool, and communications tool. Discover how to develop and use your Web site to provide customer service, test new products, and obtain marketing research information. This course is a must for marketing professionals who must collect and analyze market data to develop strategies that increase sales.

The success of your marketing program rests on effective market research and knowing as much as possible about your current customers, prospective customers, and your competition. Explore the most advanced market research methods including usage of web-based tools. Learn how to analyze research data to measure the effectiveness of your marketing program, determine what changes are needed, and implement a competitive strategy. Explore the factors that impact consumers' buying decisions and learn how to affect demand for your product or service. Understand the tools/techniques for anticipating competitive strategies so you can outmaneuver your competitors.

Learn the appropriate communication style for each medium: web site, direct mail, email, public relations, and others. Focus on obtaining an understanding of the dynamics of effective web writing and content communication. Whether you are intimidated by writing or already are a solid writer, this course will help you hone your communication skills for your strategic marketing and business messages. Turn your writing skills into a powerful tool that works for you.

Understand the modeling and mechanics of preparing a marketing plan with a focus on both understanding strategic and tactical planning. Learn how to analyze marketplace dynamics, identify customer and business needs, prepare a creative strategy, build an action plan for implementing the strategy, develop budgets and financial projections, and analyze the plan's effectiveness. Other topics include how to work with agencies and internal departments, and how to "sell" the marketing plan to senior management.

An elective course in the Certificate Program in Marketing. Historically, marketing programs focused on understanding and knowing the consumer, the ultimate buyer of your product or service. To reach the customer, offline marketers were guided by the Four P's: price, packaging, promotion and place. The Internet is creating tremendous new opportunities for business to business marketing, and changing the model from the Four Ps as we knew them to a new set of Ps: place, presence, personality and privacy. Learn to apply relevant basics of online and offline consumer marketing to this new means of reaching and serving customers for your products and/or services. Understand what's different about "new economy" business-to-business marketing and explore the effective use of channels, revised pricing strategies, targeted media plans and schedules, and buying cycles for online and offline products and services.

Learn what makes a "story" and how you can increase the odds that yours will be selected for publication in newspapers, magazines, radio, television, and on the Internet. Gain an insider's grasp of how to communicate effectively with reporters and editors. Learn how to develop and maintain a network of contacts to increase your competitive edge within the media. Understand how news cycles on the Internet differ from traditional media. Today's manager or marketing professional will obtain relevant, hands-on training in the development of a successful PR and new media program.

Customer relationship management is a business strategy that provides the enterprise with a complete, consistent, and integrated view of its customer base. This course focuses on customer satisfaction and retention using WWW technologies. Learn to balance the alignment of customer business processes with technology integration. Understand the strategies for first-call resolutions, customer loyalty programs, customer interaction centers, and productive marketing automation. Learn the steps for integrating electronic commerce with a comprehensive CRM strategy.

An elective course in the Certificate Programs in Marketing and Investor Relations. Acquire a working knowledge of a) how to initiate and develop a brand process within your own company, and b) how to integrate brand strategy into communications. Topics include anatomy of brands, brand lifecycles, building brands, brand integration, and online branding. Discuss the methods and techniques for creating and maintaining a brand using the unique powers of the web. Students actively participate in team projects to emulate the brand development process.

One topic of discussion in the business world that never seems to fade is the ever-increasing amount of competition out there. Businesses have to get more and more creative in finding ways to differentiate themselves from the rest. One such approach you can use to examine differentiation is through Experience Management. This course walks you through the concept of Experience Management and how it is applied in various industries. Students discuss what it is, what it means for businesses today and how to take a systems theory approach to applying it to a company. Topics include: functional and emotional connection for consumers and employees, relevancy for customers, designing from the inside out. Students work through the process of applying the content and learnings to an organization in an effort to fully understand the concept.