Professional Certificate in Marketing and Media

MM 0013 Developing the Creative Brief

One of the most important parts of any campaign is the creative brief. Not the marketing plan, but the actual creative brief. Today's organizations need to provide research/incites, value props, and the single-minded idea boiled down in a brief so the agency fully understands the problem and can see potential solutions. This course will focus on the tools necessary to understanding your target market sufficiently to produce a creative brief and how to craft it to inspire the creative process. This course also delves into using the brief as a guide to evaluate whether the creative is on strategy or not.

MM 0014 Mobile Marketing

With mobile devices within arms' reach of 91% of US citizens (Source: Morgan Stanley), mobile marketing is quickly becoming the most powerful tool for marketing a business. In this course, you will learn how to effectively use mobile platforms, such as smartphones, tablets, and iPads, as key tools in optimizing your mobile marketing strategy. Learn how to integrate social and traditional marketing into your mobile efforts and effectively increase audience engagement. Key topics addressed in this course will be "What is Mobile Marketing?," "Reaching a Mobile Audience," "Planning a Mobile Marketing Strategy," and "Mobile Integration."

MM 0003 Media Planning and Buying

An introduction to the subject of evaluating and selecting media to meet specific strategic marketing goals. Class covers a broad spectrum of decisions that must be made when working with media.<br><br> Key topics include: types of media e.g., electronic, print, and out-of-home; advantages and limitations of all media; components of the media plan including target audience, geography, seasonality, communication objectives, media budgeting, media strategies and tactics; and media buying methods.

MM 0004 Media Sales and Promotion

A look at the benefits and challenges of a career in media sales. Study the building blocks to a sale – research, promotion, and other collateral areas. Understand what the client means and needs for promotion. Learn the current and future state of the industry via lectures and panel discussions with practicing professionals.<br><br> Key topics include: the fundamental components of sales, the keys to successful sales, understanding what the client wants and needs, and where the industry is going.

MM 0005 Generating Ad and Marketing Campaigns that Work

With this capstone course, you'll take everything you've learned in the program and put it to use. Here, your entire class becomes a virtual full service marketing and advertising agency, selects a business to pitch, and creates the plan and campaign to win the business.<br /><br /> Key topics include: the campaign planning system, the creative process, the client's situation analysis, branding, positioning, and the big idea.

MM 0006 Creating the Marketing Plan

A plan is just like a map. If you don't have one, you won't get to where you want to go as quickly and easily as you should. This course teaches you marketing plan basics, from completing a competitive assessment to creating a strategic communications platform. You'll learn what's required to move from planning to action, evolving your plan with changing conditions. Key topics include: working through the planning process, identifying your "value proposition," using market research effectively, determining your competitive business profile, setting practical goals and objectives, cultivating strategies, and measuring results. Students will also learn how to distill the plan's primary elements into an "elevator pitch" format, and how to anticipate - and respond - to boardroom-caliber questioning.

MM 0010 Defining and Positioning a Brand

Kick off the Marketing & Media program by learning how to identify and understand your target market(s) and create and position a brand identity. In this fast-paced course, you’ll learn how to differentiate your company from the competition, how to position a brand in the marketplace by creating a cohesiveness of internal efforts and focus, and how consumer perceptions are formed from brand execution, advertising and marketing communications.

MM 0004 Media Sales and Promotion

A look at the benefits and challenges of a career in media sales. Study the building blocks to a sale – research, promotion, and other collateral areas. Understand what the client means and needs for promotion. Learn the current and future state of the industry via lectures and panel discussions with practicing professionals.<br><br> Key topics include: the fundamental components of sales, the keys to successful sales, understanding what the client wants and needs, and where the industry is going.

MM 0005 Generating Ad and Marketing Campaigns that Work

With this capstone course, you'll take everything you've learned in the program and put it to use. Here, your entire class becomes a virtual full service marketing and advertising agency, selects a business to pitch, and creates the plan and campaign to win the business.<br /><br /> Key topics include: the campaign planning system, the creative process, the client's situation analysis, branding, positioning, and the big idea.

DM 0011 Social Media Strategies for Business

An in-depth study of how businesses and organizations use social media tools as part of their communications programs. Learn how the most popular applications in the social media arena can be used to accomplish marketing goals and build awareness for your organization. Build your company's profiles and following on Facebook, Twitter, Pinterest, YouTube and more to engage with your audience and enhance your professional communications. <br /><br /> This updated course replaces Advanced Social Media.

MM 0006 Creating the Marketing Plan

A plan is just like a map. If you don't have one, you won't get to where you want to go as quickly and easily as you should. This course teaches you marketing plan basics, from completing a competitive assessment to creating a strategic communications platform. You'll learn what's required to move from planning to action, evolving your plan with changing conditions. Key topics include: working through the planning process, identifying your "value proposition," using market research effectively, determining your competitive business profile, setting practical goals and objectives, cultivating strategies, and measuring results. Students will also learn how to distill the plan's primary elements into an "elevator pitch" format, and how to anticipate - and respond - to boardroom-caliber questioning.

MM 0010 Defining and Positioning a Brand

Kick off the Marketing & Media program by learning how to identify and understand your target market(s) and create and position a brand identity. In this fast-paced course, you’ll learn how to differentiate your company from the competition, how to position a brand in the marketplace by creating a cohesiveness of internal efforts and focus, and how consumer perceptions are formed from brand execution, advertising and marketing communications.

MM 0013 Developing the Creative Brief

One of the most important parts of any campaign is the creative brief. Not the marketing plan, but the actual creative brief. Today's organizations need to provide research/incites, value props, and the single-minded idea boiled down in a brief so the agency fully understands the problem and can see potential solutions. This course will focus on the tools necessary to understanding your target market sufficiently to produce a creative brief and how to craft it to inspire the creative process. This course also delves into using the brief as a guide to evaluate whether the creative is on strategy or not.

MM 0014 Mobile Marketing

With mobile devices within arms' reach of 91% of US citizens (Source: Morgan Stanley), mobile marketing is quickly becoming the most powerful tool for marketing a business. In this course, you will learn how to effectively use mobile platforms, such as smartphones, tablets, and iPads, as key tools in optimizing your mobile marketing strategy. Learn how to integrate social and traditional marketing into your mobile efforts and effectively increase audience engagement. Key topics addressed in this course will be "What is Mobile Marketing?," "Reaching a Mobile Audience," "Planning a Mobile Marketing Strategy," and "Mobile Integration."