Certificate Program

Marketing and Branding

Program Description

In today's challenging marketplace, companies with an eye on market share, profits, and product awareness seek professionals who have practical and theoretical knowledge of core marketing activities, as well as the ability to plan, develop, and market new brands.

If you are ready to broaden your strategic planning and execution know-how in marketing or stretch your creative knowledge in such marketing communication as advertising and public relations to create powerful brands, then you are ready for the Marketing and Branding Certificate Program. Individuals who successfully complete four of the core courses and the final capstone course will earn the Certificate in Marketing and Branding.

Who Should Enroll

The Marketing and Branding Program is intended for professionals of all levels who want to bring themselves up to speed and gain competence in the marketing discipline, learn to develop solid strategic plans, and distinguish themselves for competitive positions in marketing, advertising, or public relations.

Core Courses

Participants may enroll in one or several of the following core courses, to broaden their knowledge of contemporary marketing techniques. Note: candidates who wish to earn the Certificate in Marketing and Branding must successfully complete four of the core courses and the capstone course.

CE0612 Integrating the Marketing Message
Ten-session course, offered fall semester, $695.00
Successful marketers maximize sales opportunities for their brands by using integrated marketing communication. Participants will develop insight into how a consistent message is created across the promotional mix of advertising, personal selling, sales promotion, direct marketing, Internet marketing, and public relations. They then will prepare an integrated marketing communication plan for a product or service of their choice.

CE0613 Building Powerful Brands
Ten-session course, offered spring semester, $695.00
How do companies build powerful brands? Learn how companies design or differentiate their goods and services, and offer value. In Building Powerful Brands, participants will develop strategies and tactics for managing a brand, including name selection, package design, and product/service differentiation. Participants will demonstrate the knowledge they gain from the course by developing a plan to build their own powerful brand.

CE0617 Marketing and the Internet
Ten-session course, offered spring semester, $695.00
This course will utilize a variety of methods (eText learning, Internet-based applications, sharing of real-world examples, and guest speakers) to immerse participants in the world culture of today’s Internet-based marketing approaches. Participants will develop the ability to assess when using Internet-based marketing makes sense, which Internet-marketing tools are likely to be the most effective, and how to effectively track and measure the success of these campaigns.

CE0618 Services Marketing
Ten-session course, offered fall semester, $695.00
Services marketing requires an understanding of traditional and emerging marketing tools as well as customer/client relationship management. In this course, move beyond the marketing mix and master the ability to create effective marketing strategies and campaigns for service industry companies: financial, hospitality, professional, health care, and others. In Services Marketing, you also will discover the importance of customer relationship management (CRM) software and examine CRM management models. Finally you—together with your classmates—will collaborate to use your newly developed services-marketing skills and create a customer-centric, service-industry oriented marketing plan.

CE0619 Transacting Value with B2B Marketing
Ten-session course, offered summer semester, $695.00
Discover key differences between business and consumer marketing in Transacting Value with B2B Marketing, and develop your abilities as a business-to-business marketing professional. In this course, participants will learn how to better understand the dynamics of the business-to-business marketing environment: needs of client companies, product and service purchasing challenges that prospects face, various purchasing- and procurement-decision processes, and general client-company management. Participants then will create a comprehensive business-to-business marketing proposal for a brand of their choice to a business of their choice.

CE0620 Mobile Marketing
Ten-session course, offered summer semester, $695.00
Update your company's marketing mix by strengthening your knowledge of marketing strategies for the mobile channel. In this course, participants will learn about mobile-user consumer behavior, campaign creation for the mobile market, and various mobile-ready features: websites, apps, advertising, 2-D codes, short message service (SMS), and multimedia message service (MSM). The course also will discuss the impact of the emerging tablet market and its effect on the consumer decision-making process.

CE0616 Final Capstone Project: Selling Your Marketing Plan
Six-session course, offered late spring semester, $475.00
(Required for certificate candidates)
A marketing plan involves deciding on marketing strategies to help an organization attain its overall objectives. The Final Capstone Project encapsulates marketing techniques learned in the certificate program. Participants will develop a comprehensive marketing plan involving analysis of the marketing situation, product, competition, opportunities, and threats; establishment of objectives, strategies, and tactics, and budget; and methods to evaluate or measure success. Participants will learn to organize the plan efficiently, present the plan effectively, and develop the ability to sell the plan to senior management successfully. The Final Capstone Project will be offered in the late spring, ONLY. Academically qualified certificate candidates who want to complete their certificate in two intense semesters may choose to take 2 courses in the fall, and 2 courses and the capstone in the spring.

Certificate Program Completion Requirements

Professional Studies participants may choose to work toward a Marketing and Branding Certificate. The following guidelines apply to all non-credit, non-degree certificate individuals at Emerson College:

  • Individuals must satisfy the certificate program requirements published for the term in which they register for the first course toward the certificate.

  • All individuals must complete coursework for a certificate program within a period of three years from their initial date of registration.
  • Only learning activities offered by Emerson College's Department of Professional Studies and Special Programs may be applied to fulfill the requirements of a certificate program.
  • Enrollment in non-credit, non-degree certificate programs is open to all individuals who have a high school diploma or GED. Prerequisite requirements apply in some instances. To receive a certificate, individuals must submit a Request for Certificate Form to the Department of Professional Studies and Special Programs within one year of program completion. Request for Certificate Form (PDF)

Instructors

Brad Schiff, instructor of Integrating the Marketing Message, Building Powerful Brands, Transacting Value with B2B Marketing, and Selling Your Marketing Plan

Brad Schiff is chief marketing officer of Papa Ginos and D'Angelos. He has held marketing management positions for the Ninety Nine Restaurants, Ocean Spray Cranberries Inc., Dunkin' Donuts and Parker Brothers. He has taught undergraduate and graduate courses at Emerson for 12 years. Mr. Schiff has a BS degree in marketing from Boston College and an MBA from Tulane University.

Duane LeFevre, instructor of Services Marketing

Duane Lefevre has spent over twenty years in Service Marketing on both the client and ad agency side as well as in the business-to-business and consulting arenas. He has worked for global firms (PepsiCo's Taco Bell and Pizza Hut divisions were clients) and smaller Internet startups including Surefire Commerce. Mr. LeFevre launched the e-commerce division of The Dancing Deer Baking Company, growing it to over $1 million in three years. He lived in India from 2004 to 2007 and taught at the post graduate level. His company, A Global Career, offers seminars and workshops that explore the fundamentals of working across cultures as well as the tools to allow students and employees be more effective with their cross cultural peers. LeFevre earned a Bachelor's Degree in Marketing at Bryant University and an MBA with High Honors from Boston University.

Charles McEnerney, instructor of Marketing and the Internet, Mobile Marketing, and Selling Your Marketing Plan

Charles McEnerney is principal of Layers Marketing, a Boston-based marketing agency. He has worked in marketing and editorial roles at media and entertainment companies for more than 24 years, including at OurStage.com, ArtsBoston, WGBH Boston, Fast Company, HBO, MovieMaker magazine, the Seattle International Film Festival, and in film, audio, and music production. Since 2002, he has been the host and producer of a music interview podcast, Well-Rounded Radio. Charles is also a social media and web marketing educator and strategist and has served clients in the arts, transportation, education, and technology industries. He is a graduate of the Tisch School of the Arts at New York University with a BFA in film, television, and radio production.

How to Register

Head to our Registration and Payment page to learn more about registration and payment.

Participating in the Marketing and Branding Program

Tuition is due upon registration for all Marketing and Branding Program courses and workshops offered through the Department of Professional Studies and Special Programs. Tuition is calculated per course and individuals must pay tuition in full prior to participating in the courses of their choice.

Participants may incur additional course-related expenses. Such additional expenses are separate from tuition costs and payments.

At the present time, Emerson College is not authorized to issue I-20s for study in its Professional Studies and Special Programs (“PSSP”) courses. Depending on an international student’s immigration status and personal circumstances, enrollment in a PSSP course may be permissible or may result in an immigration status violation. Maintaining valid immigration status while in the United States is the responsibility of the individual, not Emerson College. PSSP staff cannot advise individuals about their immigration status. If you have any questions about the requirements for maintenance of your specific immigration status, please contact the U.S. Consulate in your home country prior to enrolling in a PSSP program.

Emerson College reserves the right to change any provision of its programs and courses at any time. The College specifically reserves the right to change its tuition rates and any other financial charges. The College also reserves the right to rearrange its courses and class hours, to drop courses for which registration falls below the minimum enrollment, and to change instructor assignments.