Leading industry experts bring to each course a global perspective on how to develop and execute a strategic marketing plan, including how to measure outcomes and how to integrate new media such as the Web into your strategy. Both are designed to focus more intensively on each professional area, as well as to provide a more convenient format for busy professionals. The program is designed for marketing and communications professionals who want a solid foundation in marketing concepts, business owners and entrepreneurs who market their own products and services, and other business and technical professionals with an interest in marketing. Marketing professionals can fill in any gaps in their previous training, develop a new area of specialization or stay on top of developments in the field. Those with previous professional experience may request the substitution of another elective course if completing the specialized studies program.
Schedules are subject to change.
Summer Click here to see which courses are offered this quarter. Scroll down to read course descriptions for all of the courses listed in the grid. You'll learn the basic concepts and processes of market positioning, market research, product development and product life cycle, branding, pricing, perceptions, customer service, sales, distribution and integrated marketing communications - knowledge critical to effective marketing. This course is an introduction to marketing for prospective career changers or those without formal training in marketing. It is also a conceptual yet practical overview for professionals experienced in one aspect of marketing who want to expand their marketing grasp.