This course, designed for both for-profit and nonprofit marketing professionals, answers these questions and offers a comprehensive survey of the vocabulary, concepts, and techniques of marketing. It is geared toward those who are in the early stages of their marketing careers as well as those just starting to explore the field or who are working toward an M.B.A. degree. Through lectures, readings, case studies, and hands-on projects, you explore the complex relationship between what your customers need and what your organization offers. You develop a systematic approach for examining the successful delivery of product, place, promotion, pricing, positioning, and service, with the end goals of creating product value and customer satisfaction. You integrate marketing analysis and research plans, information on consumer behavior, target segments, strategy development, brand management, global marketing, and social responsibility, and examine them across a variety of industries and institutions.
Enrollment is limited.
It provides you with a foundation for designing and implementing marketing plans, studying advanced topics, and progressing toward completion of the certificate. He has 15 years of corporate marketing experience with Fortune 500 companies and advertising agencies. He was vice president of marketing at Xilinx and previously worked for 9 years at Intel. He has 18 years of product marketing, marketing communications, and new product development experience in both start-ups and large company environments. He was formerly director of marketing and sales for the Technology Products Group of Dataquest, a market research firm.