The Marketing Professional Program provides learners with a comprehensive foundation in marketing principles and digital strategy. Through a structured exploration of traditional and digital marketing concepts, learners gain the knowledge needed to analyze markets, understand consumer behavior, build effective marketing strategies, and communicate value across domestic and global contexts.
Module 1: Marketing Foundations and Strategy
Introduces core marketing concepts, strategic planning, competitive advantage, and the role of marketing within organizations.
Module 2: Ethics and the Marketing Environment
Examines ethical behavior, corporate social responsibility, and the external environmental forces influencing marketing decisions.
Module 3: Global Marketing and Consumer Decision Making
Explores global marketing considerations, cultural influences, and consumer decision‑making processes.
Module 4: Market Segmentation, Targeting, and Positioning
Focuses on identifying target markets, segmentation strategies, business vs. consumer markets, and positioning.
Module 5: Marketing Research and Product Concepts
Covers marketing research methods, data collection tools, and foundational product and branding concepts.
Module 6: Product, Services, and Nonprofit Marketing
Addresses new‑product development, services marketing, relationship marketing, and nonprofit marketing strategies.
Module 7: Supply Chain Management and Retailing
Explores distribution channels, supply chain integration, sustainability, and retailing strategies.
Module 8: Marketing Communications and Public Relations
Focuses on promotional strategy, integrated marketing communications, advertising, public relations, and sales promotion.
Module 9: Sales, Social Media, and Pricing Strategy
Examines sales management, relationship selling, social media strategy, pricing objectives, and legal considerations in pricing.
Digital Marketing Strategy – Program Outline (Module‑Only)
Module 1: Digital Marketing Strategy Fundamentals
Explores the role of digital marketing in achieving organizational goals.
Module 2: Integrated Digital Marketing Strategies
Compares integrated and non‑integrated digital marketing approaches.
Module 3: Strategic Digital Marketing Process
Introduces the stages of digital strategy development: research, planning, execution, measurement, and optimization.
Module 4: Digital Marketing Tools and Strategic Alignment
Examines how digital channels and tools support strategic marketing needs.
Module 5: Customer Journey and Digital Engagement
Analyzes the digital customer journey and touchpoints across platforms.
Module 6: Digital Analysis and Strategic Assessment
Explores digital SWOT analysis and evaluation of marketing performance.
Module 7: Goal Setting and Strategic Planning Models
Covers SMART goals and continuous improvement models used in digital marketing strategy.
Module 8: Ethics, Legal Issues, and Best Practices
Addresses ethical, legal, and professional best practices in digital marketing strategy development.
By completing this program, the learner will be able to:
Explain foundational marketing principles and their role in organizational strategy
Analyze consumer behavior and market dynamics from both domestic and global perspectives
Apply market segmentation, targeting, and positioning techniques
Interpret marketing research to support data‑driven decision making
Develop integrated marketing and digital marketing strategies aligned with organizational goals
Evaluate ethical, legal, and social considerations in marketing practices
Upon completion, learners are eligible to sit for the Professional Certified Marketer® in Marketing Management exam through AMA.
This class is an independent-study course. Learners will have all the resources needed to successfully complete the course within the online material. A student helpdesk is available for technical support during the course enrollment.