Typically, marketing certificate programs are designed for professionals who want to learn more about a particular aspect of marketing, such as market research. Many schools offer fully online programs that can be completed in a set time frame, while some programs can be completed at the student's leisure. Online continuing education certificate marketing programs are fairly common. Specific software, such as the Microsoft Office Suite, including Microsoft Powerpoint, may be required.
Certificate in Marketing
Online marketing certificate programs are usually geared toward actively working business managers or small business owners. These professionals want to understand more about marketing and seek to employ new strategies for the organization where they are employed or for their own companies.
Students learn how to design effective marketing plans while improving their presentation skills and understanding of customer relation management. Students will learn to use the latest tools, such as social networks, in branding, sales promotions and communicating persuasive messages.
Information and Requirements
A certificate in marketing can typically be completed in one year, although students may have as long as five years to complete all necessary courses. Many fully online programs are available. Some online programs offer a choice of self-paced courses, which can be completed anytime, and fixed-date classes that must be attended online at a particular time. Support services for online students may include access to technical support, a faculty advisor or mentor and a research librarian. The librarian can direct students to helpful online tutorials, databases and archives.
Students in online marketing certificate programs must have access to a computer, an Internet connection, a Web browser and e-mail. For some classes, students may need to buy specific software, such as Microsoft's PowerPoint. An increasing number of schools are using software services, such as those developed by Blackboard, Inc., to deliver course content and facilitate communication between students and professors.
List of Common Marketing Courses
Marketing certificate program requirements vary by school, but some courses are generally common across all programs. Most students will be required to complete courses in advertising and public relations, market research and customer relations.
Advertising and Public Relations
While discovering the different types of advertising, students learn how to create an effective ad campaign and how to select the correct media to reach the target audience. In some classes, students learn how to create a news release that will appeal to news editors and how to develop a network of contacts. Courses also explain the relationship between the client and the agency.
Online students learn how to design questionnaires and conduct surveys to find out what customers say about specific products or ads. Students learn about the use of focus groups to come up with ideas for new or improved products or to assess effectiveness of marketing campaigns. Professors may teach students how to interpret data from these studies and present the results to company decision-makers.
A customer relations course emphasizes the importance in business of knowing as much as possible about customers and their buying behaviors. The course may cover the cultural differences of markets based on age, location and income bracket. Ways to target specific populations and maintain long-term customer relations would also be covered.
Graduates of online marketing certificate programs may find work in marketing consulting firms or for marketing departments in various businesses. According to the U.S. Bureau of Labor Statistics (BLS), the number of market research analysts and specialists is expected to grow by 20% between the years 2018 and 2028, which is faster than average. The median annual wage for these professionals was $63,120 in May 2018.
Students interested in further education can pursue a bachelor's degree in marketing, either online or on campus. Some colleges will apply the marketing certificate credits directly to their bachelor's degree program.
Because of the interdisciplinary nature of the field of marketing, online certificate programs in the field include studies in a wide range of subjects, from communications to research interpretation and new media. Online programs are ideal for working business professionals because they typically offer considerable scheduling flexibility.