ACP Marketing

Overview

The internet, the digital economy, and the growth of an information-based society are dramatically changing business and the way products and services are marketed and sold. To be more successful in this “new marketing environment” businesspeople need to understand what is changing and the new tools and approaches now available. This certificate program focuses on building marketing knowledge and skills while incorporating the new tools. Specific areas of focus include market and marketing research, competitive monitoring, internal and external communications, marketing planning, and use of internet tools, techniques and software available to assist in implementing marketing strategies.

Schedule

Tuition: $6,500
Internship: $1,350

Certificate Requirements

To earn the certificate, participants must complete the following courses, each with a grade of "C" or better for a total of 170 hours of instruction.

Admission Requirements

Curriculum

This program is a marketing curriculum emphasizing the technology tools that are needed in a digital-driven economy. Courses focus on how technology and the internet are changing the way the following core marketing activities are conducted: market research, competitive monitoring, customer service, internal and external communications, online and offline writing, branding, public relations and ‘business to business’ marketing. Completing the entire program participants gain knowledge that meets competencies defined by the Department of Labor for a Marketing Manager.

• Presentation Skills Workshop
  Being able to present your thoughts clearly and concisely helps you achieve success in all aspects of your life. Explore the most advanced techniques to refine and enhance your verbal communications skills. Learn to speak more persuasively and articulately with your clients. Gain confidence and poise in front of an audience. Increase your verbal effectiveness in a variety of contexts. Gain new insight into organizing your information for the most effective delivery. Become more expert in handling questions. Gain a professional's grasp of acquiring stage presence and captivating your audience. During this course, you'll perfect your skills with video camera taping and personal feedback.
• Essentials of Marketing Beyond the Four Ps
  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.
• Using the Web as a Marketing Tool
  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.
• Understanding Customers and Markets Through Research
  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.
• Marketing Planning for Your Product or Business
  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.
• Business to Business 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.
• Customer Relationship Management
  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.
• Branding
  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.