Graduate Certificate in Marketing Management

BUS 655 Marketing Management (2 credits)

This course provides a broad overview of marketing activities involved in delivering products and services to both consumers and organizational customers. Students develop an understanding of core marketing concepts, terminology, and decision-making processes while learning how marketing strategies support customer value creation and organizational success.

BUS 656 Marketing Strategy and Planning (2 credits)

This course introduces students to marketing strategy planning with an emphasis on analyzing markets and developing effective marketing strategies. Building on concepts from Marketing Management, students strengthen their ability to evaluate marketing challenges, assess information that influences decision-making, develop strategic solutions, and communicate marketing recommendations effectively.

MKT 567 Service Marketing Management (1 credit)

This course highlights the unique characteristics of service marketing and how they differ from the marketing of physical goods. Students examine concepts such as customer satisfaction, service quality, customer retention, service recovery, and service culture while gaining insight into the role of people, processes, and service environments in delivering exceptional customer experiences.

MKT 610 Qualitative Marketing Research Methods (1 credit)

This course introduces students to qualitative marketing research methods including observation, interviews, group discussions, and ethnographic research in both face-to-face and online settings. Students learn how to select and apply appropriate research tools, design and execute qualitative research projects, analyze findings, and develop actionable insights and recommendations to address real-world business and marketing challenges.

MKT 621 Search Engine Marketing and Optimization (1 credit)

This course centers on search engine optimization (SEO) and search engine marketing (SEM) strategies used to improve online visibility and drive web traffic. Students learn how search engines rank content, apply technical and content-based SEO tactics, develop Google Ads campaigns, analyze campaign performance, and understand how SEO and SEM support broader digital marketing strategies.

MKT 661 Consumer Behavior (1 credit)

This course provides an overview of consumer behavior and its importance in effective marketing strategy and decision-making. Students examine buyer behavior theories, develop analytical and problem-solving skills, and learn how marketing influences consumer decisions while gaining a deeper understanding of customer-focused marketing practices and their impact on society.

MKT 662 Strategic Selling for Business Customers (1 credit)

This course combines managerial and theoretical perspectives to examine sales strategies, tactics, and best practices in professional selling, particularly within business-to-business (B2B) environments. Students develop skills in relationship selling, sales communication, trust-building, strategic prospecting, persuasive presentations, and effective negotiation techniques used throughout the sales process.

MKT 670 Digital Marketing (1 credit)

This course emphasizes digital marketing tactics and their practical application within modern business strategy. Students learn how to build and manage an effective online presence through websites, content marketing, email marketing, analytics, and emerging digital technologies while developing skills in website management, inbound marketing, and data-driven decision-making.