Marketing

 

Highly trained professionals such as doctors, lawyers, and engineers often enter the workforce with strong technical skills but without the business and commercial skills to take full advantage of their expertise in the marketplace. This certificate program will:

  • Prepare candidates to leverage their deep technical, clinical, or creative background for success in the business world.  
  • Teach skills and expertise needed to apply marketing frameworks and tools to advance professional goals.
  • Enable these professionals to gain enough marketing expertise to increase their earning potential and remain competitive.

The certificate provides flexibility in selecting electives to appeal to four career tracks:

  • Practice Building:  This track is for the new attorney, doctor, accountant, architect, etc. who is planning to start or join a private professional practice.  Course work is aimed at demand generation—those skills and activities designed to bring more customers into the practice.
  • Corporate Marketing:  This track is for the pharmacologist, nurse, scientist, or other specialist seeking roles in the large corporate setting.  Course work is aimed at corporate marketing—those skills and activities designed to build brand and manage large product portfolios.
  • Creative Services Marketing:  This track is for the designer, artist, musician, or technician in the creative field who wants to succeed at commercializing their creations. Course work is aimed at understanding and spanning the creator-consumer interface:  developing conceptual tools and marketing skills designed to understand clients, communicate meaningfully about creative products, and sell them successfully in the marketplace.
  • Technical Sales: This track is designed for the engineer, scientist or other technical expert who seeks to join a firm working directly with customers – sales, customer service, or field consulting.  Course work is aimed at selling—those skills and activities designed to succeed in a large technical, customer-facing, field organization.

 

Curriculum

The certificate includes two core courses (3 semester credits) and three to five elective courses (9 semester credits).

  Course No. Course Title Credit Hours

Core

3 credits

MKTG 7000 Marketing Foundations* 1
MKTG 7035 Marketing Strategy 2

Electives

9 credits

MKTG 7012 Marketing Research 4
MKTG 7013 Qualitative Research 2
MKTG 7014 Systematic Innovation Tools 2
MKTG 7015 Buyer Behavior 2
MKTG 7016 Professional Sales 1
MKTG 7017 Consumer Insights 2
MKTG 7020 New Product Development 2
MKTG 7021 Design Thinking for Business 2
MKTG 7022 Business to Business Marketing 2
MKTG 7025 Advertising 2
MKTG 7026 Influence Strategies 2
MKTG 7027 e-Marketing (Social Media) 2
MKTG 7028 Marketing Ethics 2
MKTG 7029 Direct Marketing 2
MKTG 7030 Branding 2
MKTG 7031 International Marketing 2
MKTG 7032 Sales Management 2
MKTG 7033 Retailing Strategy 2

*Master’s students at Lindner College of Business who are required to take MKTG 7000 as part of their degree program may not count this towards the certificate. They will be required to take an elective instead. MKTG7000 is a gateway course and must be taken prior to other courses in the program.

The electives listed above represent the typical set from which most students will choose. But they are not meant to be exhaustive. Students may also be permitted, with the approval of the Program Director, to substitute another appropriate course.

To learn more about this certificate, please contact:

 

Tiffany

Tiffany Cooper
Associate Director of Graduate Recruitment
E-mail: coopertf@ucmail.uc.edu
Phone: 513-556-7188

Drew Boyd

Drew Boyd
Executive Director - MS-Marketing Program, Associate Professor-Educator Marketing and Innovation

 

The goal of this Certificate is to give students the combination of quantitative and marketing skills necessary to be successful market researchers.

Cincinnati is the headquarters to 4 of the top 50 companies: dunnhumby USA (#15), Burke, Inc (#24), Directions Research (#27), and MarketVision Research (#40).  This puts Cincinnati second only to New York City in the number of Market Research firms with headquarters in that city.  If you consider that Neilsen (ranked #1) also has a strong presence in Cincinnati, that puts us on par with NYC.
 
More interestingly, 4 out of the 50 CEO/Presidents received their degrees from the University of Cincinnati. This list includes:

  • Jeff Miller, MBA ‘98, CEO and chairman of the board of directors of Burke, Inc., in Cincinnati, ranked 24th
  • Adam Rodgers, BBA ‘83, president and CEO of MLV Group Inc., in Jupiter, Florida, ranked 26th
  • Randy Brooks, MBA ‘75, founder and president of Directions Research Inc., ranked 27th. Brooks founded Directions Research in 1988
  • John Gongos, MBA ‘84, president and CEO of Gongos Research Inc., in Auburn Hills, Michigan, ranked 42nd. Gongos formed Gongos and Associates in 1991.

The University of Cincinnati’s Lindner College of Business has trained more CEOs/Presidents within the top 50 Market Research firms than any other University – more than Harvard (with 3), Columbia (with 3), USC (with 2), or Yale (with 1).

 

Curriculum

The certificate is made up of 12 semester credits, consisting of 2 core courses (6 semester credits) and 3 elective courses (6 semester credits).

  Course No. Course Title Credit Hours

Core

6 credits

MKTG 7012 Marketing Research for Managers 4
BANA 6043 Statistical Computing 2

Electives

6 credits

BANA 6037 Data Visualization 2
BANA 7038 Data Analysis Methods 2
MKTG 7013 Qualitative Research Methods 2
MKTG 7015 Buyer Behavior 2
MKTG 7017 Consumer Insights 2

The electives listed above represent the typical set from which most students will choose. Students may also be able to select other electives, with the approval of the Program Director.

To learn more about this certificate, please contact:

 

Tiffany

Tiffany Cooper
Associate Director of Graduate Recruitment
E-mail: coopertf@ucmail.uc.edu
Phone: 513-556-7188

Drew Boyd

Drew Boyd
Executive Director - MS-Marketing Program, Associate Professor-Educator Marketing and Innovation

 

In today’s marketplace, customers have access to more information and more vendors than ever before. Thus, success in sales now requires more than just product knowledge. You must also be able to understand your customers’ needs (especially the unspoken ones) and use those insights to form lasting win-win relationships.

The Professional Selling and Sales Management certificate will hone your listening, selling and negotiation skills. The curriculum is ideal for new sales professionals as well as for mid-career
salespeople seeking leadership roles.

 

Curriculum

The certificate is made up of 12 semester credits, consisting of 4 core courses (8 semester credits) and 1-2 elective courses (4 semester credits).

  Course No. Course Title
Credit Hours

Core

8 credits

MKTG 7016 Professional Selling 2
MKTG 7026 Applied Influence Strategies 2
MKTG 7028 Marketing Ethics 2
MKTG 7032 Sales Management 2

Electives

4 credits

MKTG 7015 Buyer Behavior 2
MKTG 7017 Consumer Insights 2
MKTG 7022 Business to Business Marketing 2
MKTG 7029 Direct Marketing Strategy 2
MKTG 7035 Marketing Strategy 2

 

Tiffany

Tiffany Cooper
Associate Director of Graduate Recruitment
E-mail: coopertf@ucmail.uc.edu
Phone: 513-556-7188

Drew boyd

Drew Boyd
Executive Director - MS-Marketing Program, Associate Professor-Educator Marketing and Innovation

 

The retail industry is the nation’s largest private sector employer and accounts for one-fifth of the country’s total gross domestic product. To remain competitive in today’s ever-changing world, retailers must continually address new marketplace realities. They need to stay focused on the long-term horizon while simultaneously finding new and innovative solutions to create additional value. They must also fiercely reduce operating costs and mitigate risks throughout the entire enterprise. The Retail Management certificate gives you the planning, development and commercialization skills needed to succeed in this fast-paced environment.

 

Curriculum

The certificate is made up of 12 semester credits, consisting of 3 core courses (6 semester credits) and 3 elective courses (6 semester credits).

  Course No. Course Title Credit Hours

Core

6 credits  

MKTG 7033 Retailing 2
MKTG 7017 Consumer Insights 2
MKTG 7035 Marketing Strategy 2

Electives

6 credits

Electives for Retail Development and Planning
GEOG 7085 Location Theory and Analysis 2
GEOG 7013 Intro GIS 2
RE 6050 Real Estate Development 2
OM 7083 Supply Chain Strategy & Analysis 2
Electives for Retail Management
MGMT 7073 Human Resource Management 2
MGMT 7014 Leadership and Organizations 2
RE 6000 Property and Asset Management 2
Electives for Retail Marketing
MKTG 7023 Services Marketing 2
MKTG 7024 Pricing 2
MKTG 7025 Advertising Essentials 2
MKTG 7026 Applied Influence Strategies 2
MKTG 7027 e-Marketing 2
MKTG 7030 Branding 2

The electives listed above represent the typical set from which most students will choose. Students may also select other electives with the approval of the Program Director.

To learn more about this certificate, please contact:

 

Tiffany

Tiffany Cooper
Associate Director of Graduate Recruitment
E-mail: coopertf@ucmail.uc.edu
Phone: 513-556-7188

Drew Boyd

Drew Boyd
Executive Director - MS-Marketing Program, Associate Professor-Educator Marketing and Innovation