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.
The certificate includes two core courses (3 semester credits) and three to five elective courses (9 semester credits).
|Course No.||Course Title||Credit Hours
|MKTG 7000||Marketing Foundations*||1|
|MKTG 7035||Marketing Strategy||2|
|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 7026||Influence Strategies||2|
|MKTG 7027||e-Marketing (Social Media)||2|
|MKTG 7028||Marketing Ethics||2|
|MKTG 7029||Direct Marketing||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: