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MM 0005 Generating Ad and Marketing Campaigns that Work
With this course, 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. Key topics include: the campaign planning system, the creative process, the client's situation analysis, branding, positioning, and the big idea.
● 09/02/2014 - 09/23/2014
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.
● 09/30/2014 - 10/21/2014
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.
● 11/03/2014 - 11/24/2014
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.
● 11/20/2014 - 12/18/2014
MM 0015 Freelance Photojournalism: A Business Perspective
The continually evolving photography and photojournalism professions have clearly shifted the employment standard from employee based to freelance based. As a result, it is now more imperative than ever that independent photographers possess a solid understanding of running their own business if they expect to support themselves and/or their family.<br /><br />
This seminar is geared toward photographers with an interest in a career producing images for various media outlets, nonprofits, foundations, and corporations. It provides practical advice and information addressing the many business issues that freelancers must contend with on a daily basis and provides you with knowledge to help you manage your career.
● 12/06/2014 - 12/13/2014
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.
This course is not offered for the current term
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 0010 Defining and Positioning a Brand
Kick off the Marketing and 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 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."
<strong>The Certificate</strong><br />
The <strong>Professional Certificate in Marketing</strong> requires any six of the following courses for certificate completion: <em>Defining and Positioning a Brand, Creating the Marketing Plan, Developing the Creative Brief, Media Planning and Buying, Mobile Marketing, Social Media Strategies for Business, Media Sales and Promotion,</em> and <em>Generating Ad and Marketing Campaigns that Work.</em> We recommend students new to the marketing field start the program with <em>Defining and Positioning a Brand</em> and <em>Creating the Marketing Plan.</em><br /><br />
<strong>Enhanced Certificate Options</strong><br />
Earn your professional certificate, then continue on by taking three additional courses to earn an <a href="/Pages/Engine.aspx?id=746">Enhanced Professional Certificate Marketing</a> or <a href="/Pages/Engine.aspx?id=746">Enhanced Professional Certificate Marketing (with an emphasis in Digital Media)</a>.<br /><br />
<strong>Note:</strong> The additional three courses must be different from those taken to earn the basic certificate. The same class cannot be used to fulfill the basic and elective requirement. If you've already completed courses, they are applicable to these new certificate programs!
<strong>Why this certificate?</strong><br />
The marketing field is a magnet for those who want interesting, diverse, challenging, and creative work. Successful marketing professionals are able to combine creative, out-of-the-box thinking with strategic planning, research skills, and a savvy understanding of consumer psychology.<br /><br />
SDSU's College of Extended Studies and the San Diego Ad Club have come together to offer this comprehensive program. It's designed for early- to mid-career marketing, advertising, public relations, media, and sales professionals, as well as anyone who wants to enter any of these exciting careers.<br /><br />
<strong>Location for Classes</strong><br />
SDSU Extended Studies/Gateway Centers, Hardy Avenue entrance.<br /><br />
<a href="http://www.sandiegoadclub.com/" target="_blank"><img style="display: inline;" src="/Client/images/static/partners/ad_club.gif" width="125" height="50" border="0" alt="San Diego Ad Club site" title="San Diego Ad Club site" hspace="5" align="left"></a> <strong>Endorsed by the San Diego Ad Club</strong><br clear="all" /><br />
<strong>Textbook Required:</strong> Textbook/course material information is available at <a href="http://www.sdsubookstore.com/es/" target="_blank">www.sdsubookstore.com/es</a>.<br /><br />
<strong>For more information, please contact Amy Gonsalves at <a href="mailto:email@example.com" target="_blank">firstname.lastname@example.org</a>.</strong><br /><br />
<strong>SDSU Research Foundation Program</strong>
Students must complete two courses from the marketing curriculum before taking this course.
Interest form - http://www.ces.sdsu.edu/client/iw/forms/site/mm.html