Courses and when they are expected to be offered
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| Creating the Marketing Plan | MM0006 | X | | |
| Defining and Positioning a Brand | MM0010 | X | X | |
| Developing the Creative Brief | MM0013 | X | | |
| Interactive Marketing Strategies | MM0011 | X | | |
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 and research skills, a savvy understanding of consumer psychology, and more.<br>
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SDSU's College of Extended Studies and the San Diego Ad Club have come together to offer this 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 these exciting careers.
<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 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>The Certificate</strong><br />
Earn this certificate by completing six of the following eight courses: <em>Defining and Positioning a Brand, Creating the Marketing Plan, Developing the Creative Brief, Interactive Marketing Strategies, Media Planning and Buying, Mobile Marketing, Media Sales,</em> and <em>Generating Ad and Marketing Campaigns that Work.</em><br /><br />
We recommend students new to the marketing field take <em>Defining and Positioning a Brand</em> and <em>The Marketing Plan</em> first.<br /><br />
Textbook/course material information is available at <a href="http://www.sdsubookstore.com/es" target="_blank">www.sdsubookstore.com/es</a>; just use your five digit schedule number when selecting a course.<br /><br />
<strong>For additional information please email <a href="mailto:mabeyta@mail.sdsu.edu">mabeyta@mail.sdsu.edu</a> or call (619) 594-1138.</strong><br /><br />
<strong>SDSU Research Foundation Program</strong>
Course Descriptions
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.
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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.
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MM 0011 Interactive Marketing Strategies
Interactive marketing is no longer experimental: it's a key component of any up-to-date marketing plan. Participants in this course will examine successful online campaigns and noteworthy web phenomena, and learn the practical know-how necessary for interactive marketing success: the principles of search engine optimization (SEO), models for online pricing and distribution, methods to reach the increasingly valuable iPhone and mobile marketing sectors, and tools to create and implement effective social media and viral marketing plans.
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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.
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