Marketing and Branding Certificate Program

updated November 12, 2008

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.

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.

REQUIRED CORE COURSES

Certificate candidates must successfully complete the following required courses.

CE0610-9        Setting the Marketing Foundation

Marketing is the discipline of delivering customer satisfaction at a profit. Participants will begin by understanding key marketing terminology and concepts, and learn the importance of the marketing mix (product, price, place, and promotion). They will apply marketing techniques and demonstrate how marketing interfaces with other business activities.

CE0612-9         Integrating the Marketing Message

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.

CE0613-9         Building Powerful Brands

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.

CE0616-9         Final Capstone Project: Selling Your Marketing Plan

The marketing plan involves deciding on marketing strategies to help the 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.

ELECTIVE COURSES

Certificate candidates must successfully complete one of the following electives.

CE0611-9       Understanding Your Customer
Consumer research is essential for making effective decisions to affect the success of a brand in the marketplace. Participants will learn to use such appropriate methodology as questionnaires and focus groups, and apply these techniques toward the development of new products and improved service by targeting the most profitable customer segments. Participants will develop the ability to design research studies, interpret data, present clear findings, and draw implications for their brands.

CE0614-9       Creating an Advertising Campaign

Marketing professionals use advertising to communicate ideas and information about products to target markets, and persuade consumers to take action. Participants will learn such key advertising-program elements as objective setting, budget planning, creative and media strategizing, and program evaluation. Creating an Advertising Campaign also covers the various methods of advertising and how they are planned, created, and executed. Participants will have an opportunity to create their own "big idea" for their brand: a targeted, strategically sound, creative advertising campaign, to astound their clients.

CE0615-9      Generating the Publicity Buzz

Good company-consumer relationships are critical to gaining favorable publicity and a desired corporate image. The relationship you establish with your audience also may facilitate a favorable conclusion if unexpected circumstances affect your brand. Participants will learn to promote products and ideas by setting objectives; choosing appropriate messages; selecting effective publicity vehicles; and public relations planning, execution, and monitoring. Individuals will build a comprehensive public relations plan for their brands to generate buzz among employees, customers, and the press.

CERTIFICATE PROGRAM COMPLETION REQUIREMENTS

Professional Studies participants may choose to work towards 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 his or her 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, Creating an Advertising Campaign, and Selling Your Marketing Plan

Brad Schiff is vice president of marketing for the Ninety Nine Restaurants, the regional restaurant chain of the Northeast. He has held marketing management positions for Ocean Spray Cranberries, Dunkin Donuts, Best Foods, and Parker Brothers. He has taught graduate-level and undergraduate-level marketing and advertising courses at Emerson College for more than six years. Mr. Schiff earned a B.S. in Marketing from Boston College, and an M.B.A. with a concentration in marketing from Tulane University.

David Hoyle, instructor of Setting the Marketing Foundation, and Understanding Your Customer

David Hoyle is president of Research Options, Inc., a marketing research and planning consultancy. He previously held marketing or marketing research positions at Gillette Company, Johnson and Johnson, Kendall Healthcare, and The Faneuil Group. As an adjunct faculty member, he has taught marketing, research methods, and consumer behavior courses at Emerson College since 2002. Mr. Hoyle earned a B.S.B.A from Boston College, and an M.B.A. from Babson College.

MARKETING AND BRANDING PROGRAM TUITION AND PAYMENTS

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.

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.