Constant evolution has become the new reality for marketers. To remain relevant, today's marketing leaders must be more nimble, data-driven, and customer-centric than ever before. SDSU's College of Extended Studies and SDX – San Diego's premier media, marketing and technology organization for brands, agencies, publishers and startups – joined forces to offer this up-to-the-minute program. You'll learn skills and multi-platform strategies you can apply immediately from San Diego-based instructors who are recognized thought leaders and innovators.
Enrolling in the Certificate
You may enroll in the Professional Certificate in Marketing program at any time (even before registering for a course) by clicking on the Enroll Now button at the top of the page. Enrolling is free and offers many benefits. It secures the curriculum you’re required to complete (should the requirements change in the future), allows you to track your progress, and see upcoming courses when you log into your student portal. Enroll today!
Note: Enrolling in a program does not mean you are registered for courses. You still must register and pay for each course you wish to take.
Who Will Benefit
- Professionals in a junior marketing position seeking advancement
- Business owners managing their own marketing and social media
- Anyone seeking to break into a career in marketing
- Anyone seeking to network with industry professionals
To earn the Professional Certificate in Marketing, you must successfully complete six (6) core courses, and two (2) electives. All requirements must be completed within two (2) years. If you are not pursuing a certificate, you may take as many individual courses as you wish to bring your skills to the forefront.
- No prerequisite or application is required to begin the program.
- Begin with any course.
- The program can be completed in as little as one year.
- The program is Workforce Approved.
Defining and Positioning a Brand - 15 hours
Developing an Integrated Marketing Plan - 18 hours
Market Research and Measuring Tools - 15 hours
Marketing Communications - 12 hours
Content Marketing Strategy - 15 hours
Mobile Marketing - 12 hours
Elective Courses (choose two)
Social Media Strategies for Business - 15 hours
SEO Tactics for Increasing Traffic to Your Website - 18 hours
Media Selling and Buying in Today's Market - 12 hours
Developing the Creative Brief - 12 hours
Digital Content Strategies: What Makes People Click - 12 hours
Visual Communications - 15 hours
Writing for the Web - 12 hours
12 hour courses: $329
15 hour courses: $349
18 hour courses: $369
Textbook Required: Find textbook/course material information at www.shopaztecs.com/es.
For more information, please contact firstname.lastname@example.org or call (619) 594-3946.
The program gave me perspectives from the client side as well as the agency side, while also giving me tactical skills (handling social media accounts for businesses, building a marketing strategy, designing a creative brief, developing a business plan, and more).
Michaela Rosdahl, founder, Dynamic Marketing San Diego
Effective marketing cannot begin without an effective integrated marketing plan. In this course you will gain knowledge and hands-on experience of exactly how to develop a successful integrated marketing plan, ready to be applied to a small, mid-size, or enterprise company, today.
April 26 - May 31
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.
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."
The days of running ads and hoping customers buy are long gone. Successful marketing today requires a more comprehensive, personal approach to reaching customers – it requires content. Content Marketing has been around for decades, but now it's a key part of the modern marketing plan for many businesses and brands, both large and small. In this course you’ll learn what separates valuable content from noise, and how to develop content that connects with customers. The course will also cover the various forms of content marketing, developing a content strategy, evaluating content, planning, automation, and distribution.
February 22 - March 22
Learn how to differentiate your business and product for a competitive edge. This class will cover the principles of Marketing Research and the tools used to leverage marketing trends. Through hands-on, experiential learning, students will establish baseline KPI's and dynamically track goals over the five week course.
You have a blossoming business or a concept for a new enterprise with a strong marketing plan. Before you can draft the creative brief, implement the plan, or produce content, you will need to understand the basics of communication. In this course, students will be introduced to communications strategies to establish a consistent brand voice within the many elements of marketing with an emphasis on public relations.
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.
Learn how to plan, design and deliver digital content that takes advantage of how people behave and make decisions in digital environments. This class will cover critical principles of digital marketing, including content creation and organization, digital conversion strategies, user experience, and more.
The most creative, engaging message in the world has no value if it doesn't reach the right audience. And proper media placement – whether you're on the buying side, the selling side, or even the creative side – requires a good bit of science plus human intuition. In this course, we'll look at how various media are evaluated, how media campaigns are built, and the roles and skills involved in being a buyer or seller. This industry is changing so rapidly that you'll discover concepts and tools that didn't exist five years ago: silos, Programmatic, OTT, Big Data, and more. Join us to discover how the best work of the "Mad Men" reaches your eyes and ears.
April 16 - May 7
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.
March 12 - April 9
This course is an introduction to the concepts of visual communications. Learn what makes compelling visual media, and explore in-depth the different aspects of effective photography and videography to help communicate your message to your audience.
This introductory search engine optimization (SEO) course provides business professionals or students the tools and basic knowledge to increase website traffic. This class will contain valuable information around the four main pillars of SEO: website architecture, content, authority (links), and engagement. The lectures will consist of case studies, working sessions with real-life websites, and more. Experience in website development or marketing is not required to take this course.
November 2 - December 14
An introduction to web writing practices. Review the differences between writing for print versus writing for the web in style and structure. You’ll learn how to blog and how to post regular content on the web. You’ll also learn how and when to use the web’s many free or low-cost applications to increase website traffic and ensure site loyalty.