Specialized Studies Program in Marketing
Marketing products and services in today's economy is more challenging than ever. Marketers are faced with an increasingly competitive marketplace, constant change in marketing technologies, and growing customer expectations. Now more than ever, success depends on cutting-edge strategies backed by effective tactics. This program gives you a comprehensive foundation in strategic marketing - from research to communications. Designed for professionals in both for-profit and nonprofit organizations, this program gives you the tools and knowledge to systematically approach pricing, positioning, promoting and distributing products and services to create satisfied customers. 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. The classes are held in the evening and the entire program is designed to be completed in a year.
How you will benefit
- Develop a solid foundation in marketing concepts.
- Learn how to critically approach market research to make better decisions.
- Understand the strengths of each medium and how to deliver a consistent message.
- Keep yourself updated on new developments in media and communications technology.
- Develop strategies that can set you apart from your competitor.
Who should attend
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.
Certificate Requirements
Courses may be taken individually or as part of the Specialized Studies Program in Marketing. Participants will be awarded a certificate in Marketing upon the successful completion of 6.3 required units and three (3) elective units of designated course work. Tuition for the entire Specialized Studies Program in Marketing is $2,695 to $2,995, depending on when you enroll. The program application fee, textbooks and parking are not included in the tuition fee.
- Required courses (6.3 units)
- Elective units (select 3 units)
| UNITS | F | W | SP | SU | ||
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| REQUIRED COURSES | Essentials of Marketing | 1.8 | 
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| Marketing and Public Opinion Research | 1.5 |
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| Integrated Marketing Communications | 1.5 |
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| Strategic Marketing Planning | 1.5 |
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| ELECTIVE COURSES | Special Events | 1.5 |
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| Essentials of Public Relations | 1.8 |
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| Media Relations | 1.5 |
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Classroom format |
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Required Courses
Essentials of Marketing
1.8 quarter units academic credit, X441.28.
Learn the basic concepts and processes of market research and positioning, product development and life cycle. Discover how thoughtful branding, pricing, perception development, customer service, distribution and integrated marketing communications are critical to effective marketing campaigns.
This practical overview is designed for
professionals experienced in one aspect of marketing who want to expand
their
knowledge, as well as prospective career changers who want to increase
their
understanding of marketing and marketing processes.
This course is not currently scheduled.
Marketing and Public Opinion Research
1.5 quarter units academic credit, X441.315.
People from many different kinds of organizations, including nonprofit, government, political and corporate, often need to gauge public opinion before making major decisions. Learn a planned and critical approach to using research as a tool for making informed business decisions.
Explore both quantitative and qualitative methods from a practical point of view, with many real-world illustrations. Topics include:
- research planning
- instrument design
- sample selection
- field implementation
- data tabulation and analysis
- preparation of written and oral reports
Individual and group projects let you develop your own skills with observations from the instructor and your peers.
This course is not currently scheduled.
Integrated Marketing Communications
1.5 quarter units academic credit, X441.32.
Customers want satisfaction. They want predictable, consistent experiences at every "customer contact point." Learn how world-class companies use integrated marketing communications to meet customer expectations by unifying and optimizing their marketing efforts and resources.
This course covers external and internal communications, building and supporting brand awareness across marketing channels, and the evolution of the media mix during product life cycles. You will also learn to draft an integrated marketing communications plan.
This course is not currently scheduled.
Strategic Marketing Planning
1.5 quarter units academic credit, X441.21.
Organizations
often mistake marketing tactics for strategy. Eager to communicate
quickly,
marketing professionals begin creating plans long before they know
where to
find their customers, what might intrigue them, and whether or not
they're even
listening. A well-developed strategic marketing plan clarifies your
position in
the marketplace and differentiates you dramatically from your
competitors.
Learn
to think strategically about marketing campaigns. Specifically, acquire
the
knowledge to analyze your target audience and their needs, create a
SWOT
analysis, position your product or service intelligently and develop
your
messaging appropriately. Exercises are rich, challenging and include
outside
reading and preparation. Individual and team-based assignments help you
understand and develop the various components of a strategic plan,
culminating
in a final team presentation.
This course is not currently scheduled.
Elective Courses
Special Events
1.5 quarter units academic credit, X423.19.
Special events are an important marketing tool and offer public relations opportunities for companies, organizations and communities. Whether you want to promote a new business, a product line, or reinforce your brand, discover ways to define your goals and custom design events to accomplish your goals. Examine how to identify target audiences and find sponsors.
Learn to create pre-event publicity and draw in event-day media coverage. Gain an "insider's look" at events as well as how to manage them, how to measure them and how to produce events successfully time-after-time.
This course is not currently scheduled.
Essentials of Public Relations
1.8 quarter units academic credit, X423.17.
Expand your knowledge of the roles and responsibilities of the public relations professional and the skills needed for success. Examine the role of public relations and the responsibilities and duties of the public relations professional.
Learn the functions of public
relations departments and the variety of specializations, such
as crisis communications, issue
management, and building and managing your organization's image.
This course is not currently scheduled.
Media Relations
1.5 quarter units academic credit, X441.18.
Your media targets receive hundreds of press releases every day. How do you make your message stand out in the crowd? The key to landing news coverage is to understand what the media wants and to deliver your message credibly, creatively and concisely. Develop a solid understanding of the media and various media outlets.
Gain insights into the media's perspective and how they choose stories; the critical components of effective pitch letters, press releases and public service announcements; and how to format your messages for print and broadcast. Prepare for and conduct mock interviews, and learn how to handle controversial issues.
Sections of this course open for enrollment:
- Media Relations starts November 6
* Note: Those with previous professional experience may request the substitution of another elective course in place of Essentials of Marketing if completing the specialized studies program. Schedules are subject to change. Please call (530) 757-8895 for more information.
You also have the option of taking any course in our Web site design area as an elective.
For More Information
Download a Marketing Specialized Studies Program brochure for a list of current quarter courses and enrollment information. 
(561 KB)
testimonials
"This program has been an asset to my career. The instructors are extremely knowledgeable, well respected and active in our region's communications field. The curriculum is a balance of key fundamentals and current trends. I highly recommend the program."
Sheryl Brown, Marketing Manager, KVIE
