MARKETING CERTIFICATE
In a time of unprecedented market uncertainty, fragmented target markets, educated consumers, access to information, technology, and globalization, organizations of all sizes are focusing on their marketing efforts.These forces drive businesses to find creative methods for segmenting and targeting markets, communicating with those targeted markets, and connecting with consumers to create highly profitable, lifetime relationships. This Marketing Certificate Program will provide students with comprehensive knowledge on various aspects of marketing from basic marketing concepts to advanced strategic marketing and how that knowledge relates to the 21st Century Corporation. Students will learn: fundamental marketing concepts and principals; segmentation and targeting principals; product/brand organizational positioning; product life cycle stages; how to analyze the marketing environment and opportunities; marketing research and information; understanding buyer behavior; developing marketing strategies; customer relationship management principles; brand strategies; how to write a marketing plan; marketing and information technology integration; influence of the Internet and E-marketing; marketing strategy-execution cycle.
CONTINUING EDUCATION DEPARTMENT
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U CAN CHANGE YOUR LIFE
With Professional Certification from Union County College
This program is geared toward the: business professional (non-marketers); entrepreneur/business owner; individual pursuing marketing related career; technology professional seeking a better understanding of the market.
PREREQUISITE: (6 hrs)
• • • • AEB AEB AEB AEB 241 242 243 244 – – – –
• AEB 247 – BUSINESS STRATEGY
REQUIRED COURSES: (6 courses 18 hrs per course, 108 hrs)
FUNDAMENTALS OF MARKETING ($249) STRATEGIC MARKETING ($249) COMPETITIVE STRATEGIES ($249) SUCCESSFUL PRODUCT LIFE-CYCLE MANAGEMENT, INNOVATION & BRANDING ($249) • AEB 245 – MARKETING & INFORMATION TECHNOLOGY ($249) • AEB 246 – ADVANCED STRATEGIC MARKETING ($249)
COURSE DESCRIPTIONS FOR THIS CERTIFICATE PROGRAM:
AEB 247 – Business Strategy
In this course, students will learn the various components of a business strategy; the roles of the various functional departments (marketing, information technology, human resources, etc.); the various environmental factors that influence business strategy; Michael Porter’s 5 forces, SWOT analysis, difference between strategy and operational effectiveness. Students will gain a basic understanding of formulating a strategic plan which includes: mission, values, vision, target and initiatives, and the outcomes.
AEB 241 - Fundamentals of Marketing
This module covers fundamental marketing concepts, principals and theories; marketing in the 21st century; the 4P’s and 4C’s of marketing; marketing vs. sales; marketing mix; strategic positioning (defensive, niche, guerrilla, etc.); process for formulating a marketing plan; overview of product life cycle; and effectively using market research; SMART goals and SWOT analysis; distribution channels strategies;. Students will learn about the entire marketing process; and how to integrate advertising, promotions/campaigns and public relations into a marketing strategy.
AEB 242 - Strategic Marketing
This module covers principals for adapting marketing in the new economy; strategic pyramid of business planning; product/service life cycle management; analyzing and applying a growth-strategy matrix; the role of branding; pricing strategies; integrating promotions and communications; analyzing marketing opportunities; marketing strategy formulation; pricing strategies, managing the customer relationship; analyzing marketing opportunities; integrating promotions and communications; how to identify actual and potential buyers; and segmenting and targeting markets based-on products, buying patterns and behaviors, demographic, geographic and psychographic characteristics; how develop an effective promotion mix.
AEB 243 - Competitive Strategies
This module covers methods and models for assessing the marketing environment and the internal capabilities and competencies of the organization; determining competitive position; Harvard Business School Professor Michael Porter’s “Five Force Model”; leveraging competitive advantage and differentiation; using competitive intelligence; delivering value to your customers; and executing a competitive strategy. Continued next page
1033 Springfield Avenue • Cranford, NJ 07016 • 908-709-7600 • Fax: 908-709-7070
AEB 244 – Successful Product Life Cycle Management, Innovation & Branding
This module covers how product life-cycle management, innovation and branding are essential to the marketing process. Students will learn about the various stages of a product/service during its lifetime; product pricing and positioning during various life cycle phases; developing a long-range plan for launching a new product; the reason why customers products or services; how to base product differentiation in the market; how to monitor and control product planning; expense budgeting, and profitability, for new and existing products; why innovation is crucial to the marketing process; 4 types of innovation; Students will learn concepts and principles on integrating marketing and innovation to deliver new and relevant products to the market; how to integrate brand and brand strategies within overall marketing efforts to position and offer your products and services. Develop effective channels of distribution.
AEB 245 - Marketing & Information Technology
This module addresses one of the most important current business imperatives: marketing and information technology partnership. Marketing has traditionally been considered an art. Information technology now adds the science. Students will learn how information technology such as databases, CRM, BI, Internet, E-mail impact the marketing process and how marketers can leverage technology resources to enhance strategic execution, extend market reach, and develop profitable customer relationships. Students will learn the importance of data; how to collect, analyze and act upon information; and how to transform data into information to drive targeted marketing campaigns. Students will learn about database marketing and analysis models; business intelligence concepts, principles, and terms; developing a marketing database; practices regarding direct mail and Email marketing; Students will learn how to integrate technology into the marketing strategy to increase marketing effectiveness.
AEB 246 - Advanced Strategic Marketing
This module covers principles and practices on measuring and maximizing marketing ROI; key components of successful marketing ROI measurements; integrating measurements into the marketing plan; formulas and tools for measurements; and advanced strategic and tactical ROI measurements; effective use of customer feedback practices and tools; developing loyalty programs; developing a marketing-centric organization.
Faculty Program Chairperson: Darin Wright (973) 678-3532 or (201)341-1514 Email: dwright@heuristiclearning.com
PROFESSIONAL CERTIFICATE PROGRAMS:
A Union County College Professional Certificate program is comprised of a series of courses that cover a consistent body of study in a specific discipline. Programs are developed with the guidance of the professional organization that represents the discipline, or by one or more professionals in the field. Students who successfully complete the entire series of offerings within a program earn a professional certificate, which is a credential endorsed by Union County College. REQUIREMENTS: Each Certificate Program has required courses. Some may also have elective courses. Choose courses to fit your personal schedule. You do not have to take the courses in any particular order, unless otherwise noted. For each course in your certificate series, you must meet the attendance requirement, earn a PASS (grading is Pass/Fail) and complete all assignments. Also, take at least one course per semester until you’ve met your program’s requirements. Complete the Certificate Program form, available in the Continuing Education Office. At the completion of the program, notify the department in writing, listing your courses by code, title, and start date, so that we may issue you a certificate of completion. JOB SEARCH AND PLACEMENT ASSISTANCE: At no additional cost, your completion of a Certificate Program makes you eligible to sign up for workshops in resume writing on a space-available basis. Job Placement Assistance is available to non-credit students enrolled in all Continuing Education Certificate Programs.
CONTINUING EDUCATION DEPARTMENT
1033 Springfield Avenue • Cranford, NJ 07016 • 908-709-7600 • Fax: 908-709-7070